{"id":631439,"date":"2023-12-11T15:45:53","date_gmt":"2024-01-04T06:29:18","guid":{"rendered":"https:\/\/www.capgemini.com\/nz-en\/?post_type=research-and-insight&#038;p=631439"},"modified":"2025-03-27T18:17:51","modified_gmt":"2025-03-27T18:17:51","slug":"cmo-playbook-gen-ai","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/nz-en\/research-and-insight\/cmo-playbook-gen-ai\/","title":{"rendered":"Generative AI and the evolving role of marketing: A CMO\u2019s playbook"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Data and AI<\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Generative AI and the evolving role of marketing: A CMO&#8217;s playbook<\/h1><\/div><h2 class=\"reasearchInsightTitle\">Report from the Capgemini research institute<\/h2><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/au-en\/wp-content\/uploads\/2023\/10\/CRI_CMO_Playbook_Final-71223_WEB.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download the report<\/span><span class=\"type\">6 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CRI_CMO-Playbook_3rd-draft_Infographic.jpg\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download the infographic<\/span><span class=\"type\">420 KB  jpeg<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=963025\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=963025&amp;text=Softwarization%20research\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=963025&amp;text=Softwarization%20research\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>Building on our <a href=\"https:\/\/www.capgemini.com\/insights\/research-library\/a-new-playbook-for-chief-marketing-officers\/\"><span style=\"text-decoration: underline;\">initial report<\/span><\/a> in the CMO playbook series, we release this second installment in the <a href=\"https:\/\/www.capgemini.com\/insights\/research-institute\/\">Capgemini Research Institute<\/a>\u2019s CMO playbook series, <em><strong>Generative AI and the evolving role of marketing: A CMO&#8217;s playbook<\/strong><\/em>. This edition delves into the unprecedented growth and the myriad opportunities that generative AI brings to the field of marketing.<\/p>\n\n\n\n<p>In a remarkably short time, generative AI has gained widespread popularity, emerging as a transformative force in marketing. From our recent <a href=\"https:\/\/www.capgemini.com\/insights\/research-library\/generative-ai-in-organizations\/\">cross-sector research<\/a>, we found that generative AI holds significant potential in sales, customer service, and marketing. Additionally, our <a href=\"https:\/\/www.capgemini.com\/insights\/research-library\/creative-and-generative-ai\/\">consumer research<\/a> on generative AI underscores consumers&#8217; comfort with its implementation in marketing and advertising, provided it doesn\u2019t negatively impact their overall experience.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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&#8217;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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-call-to-action undefined call-to-action-block is-style-cg-secondary-3\"><div class=\"container\"><div class=\"call-to-action-block-content-wrapper has-description\"><div class=\"text-wrapper has-description\"><h3 class=\"title\" data-maxlength=\"144\">Stay informed<\/h3><p class=\"description\" data-maxlength=\"210\">Subscribe to have the latest reports from the Capgemini Research Institute delivered direct to your inbox.<\/p><\/div><div class=\"button-wrapper has-description\"><a class=\"cta-btn action-valid\" data-bs-toggle=\"modal\" data-bs-target=\"#CTA8a45928e_bb7f_4615_b632_ab7f778bf353\" data-maxlength=\"24\" tabindex=\"0\" href=\"#\"> Subscribe <\/a><\/div><div class=\"modal cta-frontend-modal-wrapper\" id=\"CTA8a45928e_bb7f_4615_b632_ab7f778bf353\"><div class=\"modal-dialog modal-lg modal-dialog-centered modal-dialog-scrollable cta-frontend-modal\"><div class=\"modal-content\"><div class=\"modal-header\"><button type=\"button\" class=\"btn-close\" data-bs-dismiss=\"modal\" aria-label=\"close\"> <\/button><\/div><div class=\"modal-body\"><div class=\"logo-wrapper\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/logo.svg\" alt=\"logo\"\/><\/div><h4 class=\"form-title\">Stay informed<\/h4>\t\t<div class=\"mf_forms__container \">\n\t\t\t\t\t\t\t\t<form id=\"mf_form_63877_1760408135\" class=\"mf_form__form row needs-validation\" action=\"\" method=\"post\" enctype=\"multipart\/form-data\" data-nosnippet>\n\n\t\t\t\t\t\t\t\t<input type=\"hidden\" name=\"form_id\" data-validate=\"number\" class=\"mf_form__id\" value=\"63877\" \/>\n\t\t\t\t<input type=\"hidden\" name=\"form_title\" class=\"mf_form__title\" value=\"\" \/>\n\t\t\t\t<input type=\"hidden\" name=\"wp_rest_nonce\" class=\"mf_form__wp_rest_nonce\" value=\"999148156b\" \/>\n\n\t\t\t\t<input type=\"hidden\" name=\"mf_form_conditional_logic\" class=\"mf_form__title conditional_logic\" value=\"\" \/>\n\t\t\t\t\n\t\t\t\t<input type=\"hidden\" name=\"mf_form_fields_country_dpo_field\" class=\"mf_form__title conditional_logic mf_form_fields_country_dpo_field\" value=\"\" \/>\n\n\t\t\t\t<!-- Anti-spam field -->\n\t\t\t\t<input type=\"text\" \n\t\t\t\t\tname=\"website_url\" \n\t\t\t\t\tclass=\"mf_field__url\" \n\t\t\t\t\tautocomplete=\"off\"\n\t\t\t\t\ttabindex=\"-1\"\n\t\t\t\t\taria-hidden=\"true\"\n\t\t\t\t\tstyle=\"position:absolute;left:-9999px;width:1px;height:1px;opacity:0;pointer-events:none;\" \n\t\t\t\t\/>\n\t\t\t<\/form>\n\n\t\t\t<div class=\"mf_form__success\" tabindex=\"0\" role=\"alert\">\n\t\t\t\t\t\t\t\t<p>Thank You! 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class=\"titleWithoutLink_learnMore\">Customer first by frog<\/h3><\/a><\/div><\/div><div class=\"box-inner\"><\/div><\/div><div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"https:\/\/www.capgemini.com\/services\/customer-first\/continuous-business-reinvention\/\" target=\"\" aria-label=\"Continuous business reinvention\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/09\/shutterstock_272479613-e1646126010755.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/09\/shutterstock_272479613-e1646126010755.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/09\/shutterstock_272479613-e1646126010755.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h3 class=\"titleWithoutLink_learnMore\">Continuous business reinvention<\/h3><\/a><\/div><\/div><div class=\"box-inner\"><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Almost 60% of organizations are implementing or exploring generative AI in marketing, and three quarters of organizations have either already allocated budget to integrate generative AI into marketing, or plan to do so in the next six months<\/p>\n","protected":false},"author":287,"featured_media":635639,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"801fa7b3-7760-4e8c-b87b-050882d04469\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":78,"primary_term":"Data and 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