Ready for Launch: How Gen AI is already transforming marketing

Jeff Katzin, Laura Beaudin and Max Waldron

Report from Bain & Company that looks at how CMOs are uniquely positioned to leverage AI.
  • The marketing function is taking a lead on Generative AI adoption because some of its current major use cases revolve around customer engagement and content generation.
  • A wait-and-see approach might be a mistake for CMOs because rivals who engage with Gen AI first are set up to take the lead on innovation and the development of marketing’s “rules” of deployment.
  • Truths are already emerging about using Gen AI, including the need to manage quick wins and complex projects simultaneously, the need to keep the highest priority use cases in-house, and the fact CMOs are well-placed to serve as change agents....

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