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Data and AI

Generative AI and the evolving role of marketing: A CMO’s playbook

Report from the Capgemini research institute

Building on our initial report in the CMO playbook series, we release this second installment in the Capgemini Research Institute’s CMO playbook series, Generative AI and the evolving role of marketing: A CMO’s playbook. This edition delves into the unprecedented growth and the myriad opportunities that generative AI brings to the field of marketing.

In a remarkably short time, generative AI has gained widespread popularity, emerging as a transformative force in marketing. From our recent cross-sector research, we found that generative AI holds significant potential in sales, customer service, and marketing. Additionally, our consumer research on generative AI underscores consumers’ comfort with its implementation in marketing and advertising, provided it doesn’t negatively impact their overall experience.

Almost 60% of organisations are already integrating generative AI into their marketing efforts, and 37% of these are actively implementing it across various initiatives. Furthermore, close to 80% of organisations have either already allocated budget or plan to do so in the next six months to integrate generative AI into their marketing initiatives. There is also strong consensus among marketers is that generative AI will not diminish but rather augment human creativity in the long run.

While generative AI poses challenges and risks, nearly 60% of the organisations surveyed believe the benefits the technology outweigh these. Nevertheless, it will be important to address the existing ethical and copyright challenges. Currently, 70% of organisations are potentially exposed to ethical challenges over their use and oversight of AI, and only 42% of organizations address copyright issues around generative AI adequately.

To help organisations reap the benefits of generative AI technology while addressing the challenges that it poses, we explore generative AI in marketing in depth, exploring the rapid integration of generative AI in marketing, implementation areas for generative AI, generative AI’s role in augmenting human creativity, and the urgent need for organisations to address ethical and copyright concerns arising from the use of generative AI.

We conclude this report by outlining key best practices for organisations to effectively harness generative AI technology in marketing. These form a comprehensive approach that consists of strategic direction, leadership and oversight, iterative execution, and expanding boundaries.

Download the full report to learn more about how generative AI is reshaping marketing, and find out how organisations can unleash the generative AI playbook.

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Meet our experts

Alex Smith-Bingham

Expert in All Channel Experience, Customer Experience

Darshan Shankavaram

Expert in Digital Customer Experience

Gagandeep Gadri

Expert in Customer Loyalty, Digi Certified Master

Bhavesh Unadkat

Expert in CRM, Digital Marketing, Marketing Technology, Proposition Development

Ron Tolido

Executive Vice President and CTO, Capgemini
Ron is the Executive Vice President, CTO, and Chief Innovation Office at Capgemini Insights & Data global business line. He is a Certified Master Architect and a member of the Capgemini group Chief Technology, Innovation & Ventures council.

Valérie Perhirin

Managing Director, Data, Analytics & AI, Capgemini Invent
Valerie leads a global team of data scientists and analysts that partner with clients to design end-to-end data strategies. Her continued focus on leveraging the latest in technology and advancements in AI and modern analytics, ensures clients achive real business value at scale from data.

Mark Oost

Global Offer Leader, AI Analytics & Data Science
Prior to joining Capgemini, Mark was the CTO of AI and Analytics at Sogeti Global, where he developed the AI portfolio and strategy. Before that, he worked as a Practice Lead for Data Science and AI at Sogeti Netherlands, where he started the Data Science team, and as a Lead Data Scientist at Teradata and Experian. Throughout his career, Mark has had the opportunity to work with clients from various markets around the world and has used AI, deep learning, and machine learning technologies to solve complex problems.

Yvo Booisma

Global offer leader Connected Marketing
Yvo Booisma is the Global Connected Marketing offer leader. With a deep understanding of CMO challenges, his passion is achieving the best Seamless Customer Experience for our clients.