生成式 AI 时代的营销变革：CMO 行动指南.pptxVIP

RESEARCHINSTITUTE

GenerativetheevolvingCMOsPLAYBOOK

Executive

Summary

•thoseinvestingingenerativeAIarededicating62%oftheirmarketi∩9techi∩vestme∩tstoit,reHecti∩9the9rowi∩9

maturityofbothcurrentandupcominggenerativeAIsolutions.

MarketersareusinggenerativeAItocraftcompelling

campaigns,elevateandpersonalizecustomerserviceandexperiences,analyzedata,optimizesearch,andundertakevariousothertransformativeinitiatives.

Unlockingvalue:Embracingthe

benefitsofgenerativeAI

Thetechnologyhasrapidlyprovenitself.Nearly60%of

or9a∩izatio∩ssurveyedbelievethebe∩efitsof9e∩erative

AIoutwei9hitscostsa∩drisks.Thesebe∩efitsspa∩bra∩d

e∩ha∩ceme∩t,coste代cie∩cy,i∩∩ovatio∩,timeoptimizatio∩,andimprovedandpersonalizedcustomerexperience.

GenerativeAIinmarketing:

Arevolutionunfolding

Inaremarkablyshorttime,generativeAIhasgained

widespreadpopularity,emergingasatransformativeforceinmarketing.Itsrapidadoptionrateisextraordinary.Currently:

•almost60%oforganizationsareintegratinggenerativeAIi∩totheirmarketi∩9e氏orts,frommi∩imalto∩oadoptio∩justayearago,

–ofthese,37%areactivelyimplementingitacross

variousinitiatives,whileanadditional21%areintheexperimentalphase

•closeto80%oforganizationshaveeitheralreadyallocatedbudgetorplantodosointhenextsixmonthstointegrategenerativeAIintotheirmarketinginitiatives

GenerativeAIandtheevolvingroleofmarketing:ACMOsPLAYBOOK

CapgeminiResearchInstitute2023

2

Executive

Summary

Addressingethicalandcopyrightchallenges

WhilethepotentialimpactofgenerativeAIonmarketingisvast,thereareethicalandcopyrightconcernsthat

requireclearregulationandnewguidelines.AsAIadoptioninmarketingincreases,thereisanurgentandgrowing

needtoensureresponsiblepractice.Thecurrentlackof

comprehensiveand