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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 organizations 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 organizations 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 organizations surveyed believe the benefits the technology outweigh these. Nevertheless, it will be important to address the existing ethical and copyright challenges. Currently, 70% of organizations 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 organizations 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 organizations to address ethical and copyright concerns arising from the use of generative AI.

We conclude this report by outlining key best practices for organizations 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 organizations can unleash the generative AI playbook.

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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
Darshan is globally accountable for directing and building the Capgemini Group’s capabilities, delivery, service and portfolio for its 25,000 strong Digital Customer Experience (DCX) Practice. He has over 30 years of industry experience, including 15 years in Digital and Mobile. With his vast knowledge of business consulting, domain, and technical implementations, he has successfully led many large CX transformation programs.

Gagandeep Gadri

Managing Director, frog part of Capgemini Invent
Gagandeep is an Executive Vice President and is the Managing Director of frog globally, the creative consultancy brand of Capgemini Invent. A future-focused senior leader commanding 25 years of experience gained driving innovation, growth and delivering customer experience and digital projects across global brands. Above all, a bold innovator with the capacity to evoke positive change felt at both a human and organizational level. 

Bhavesh Unadkat

Vice President, Head of Marketing Services, frog
As our Activation expert, Bhavesh partners with clients to design and implement innovative marketing and loyalty programs with a focus on personalization and strengthening engagement with your brand.

Ron Tolido

Executive Vice President, CTO, Master Architect – Insights and Data
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

EVP, Intelligent Sustainability Powered by Data, Capgemini Sustainability Services
Valerie leads a global team of data experts including scientists, analysts, architects, and engineers that partner with clients to leverage data to design and execute sustainable transformation. Her continued focus on leveraging the latest in technology and advancements in AI and modern analytics ensures clients achieve business value and sustainable operations 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.