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Effective investment in generative AI for marketing

While 60% of organisations reported implementing or actively exploring generative AI in marketing as of October 2023, nearly 80% allocated budget to integrate it into their marketing initiatives in 2024 or expressed plans to do so. Is your marketing organisation primed to take advantage of this technology?

Generative AI is changing the face of marketing. From creating highly personalised content to determining the optimal connection points with customers and even generating new insights and creative ideas, this technology is fundamentally changing the way content is created and distributed. 

In our recent point of view, Effective investment in generative AI for marketing, we explore this phenomenon in greater detail and look at the steps marketing organisations are taking to unlock the advantages of this technology today, while also positioning them to access the full range of benefits that will expand across the content lifecycle as more adoption barriers fall.

Key insights

  • Closing the content gap: Find out how marketing organisations can leverage GenAI to support the exponential increase in content creation without compromising quality or increasing costs.
  • Enabling a truly personalised content strategy: Explore how embedding GenAI through the content lifecycle can not only help create highly relevant and meaningful interactions but also ensure messages are delivered to the right person, at the right time via the preferred channel.
  • Leveraging data to amplify outputs: Discover how organisations can use traditional and generative AI to layer real-time customer insights over their historical data to devise an individualised content strategy.
  • Laying the digital foundation to drive value: Examine how to establish a robust foundation conducive to AI integration, considering factors such as change management, copyright and brand integrity, data management, sustainability, and software composability, to effectively capitalise on the value of this technology.

While it is clear that GenAI is going to change the face of marketing, most organisations understand that this transformation will not be without its challenges. To help organisations understand how to strategically integrate GenAI while also addressing adoption risks, we have included a comprehensive toolkit in our POV that offers practical guidance for selecting GenAI tools, creating a pilot framework, managing legal issues, and more.

Download our POV now to learn more about how GenAI is revolutionising this industry, and how your organisation can take advantage of this emerging technology now and in the future.

Meet our experts

Alex Smith-Bingham

Executive Vice President, Group Offer Lead for Customer First; Digital Customer Experience Lead for UK
“Customer Experience covers all the support and help our clients need between them and their customers. This will range from changing their purpose, their propositions, new capabilities in sales/service/marketing and commerce, immersive experiences, new operating models, and new ways of working and ecosystems. We harness our global capability in strategic innovation (frog), business consulting, DCX solutions, Insight & Data and run operations in technology and business services.”

Darshan Shankavaram

Executive Vice President, Digital Customer Experience Global Practice Leader
“I have close to 30 years of domain experience, with more than ten years within Digital and Mobile. I have led product concept-to-sell, business development, pre-sales, solutioning and technical implementation of CX transformation programs.”

Naresh Khanduri

Expert in Digital Commerce Solution, Innovation, Strategy

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.

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.