25 September, 2024

Marketers Are Excited About GenAI, But Foggy On Business Impact !

 



Generative AI is being heavily used in marketing efforts, with 75% of marketers currently using it in their day-to-day work. However, 90% of CMOs admit they don’t fully understand how the technology will impact their business processes, according to a new global study from SAS and Coleman Parkes Research.

Marketers are leaders in Gen AI adoption, with 63% using the technology for tasks such as copywriting, editing, and content creation. The study found that 90% of marketers are investing in Gen AI in 2025, with the majority hoping to use the technology to save time and costs, improve risk management and compliance, or more efficiently process large data sets.

While these companies are embracing popular Gen AI functions like generating copy and interacting with customers, few are delving into its more sophisticated capabilities. Less than 20% of respondents have used the technology for audience targeting or building, mapping customer journeys, or price optimization.

It isn't surprising that marketers lead the way in Gen AI adoption, as it lends itself to experimentation and creativity — both hallmarks of the marketing profession," SAS chief marketing officer and executive vice president Jenn Chase said in a statement. "However, it is disappointing that a lack of understanding of Gen AI at the CMO and senior management level is holding organizations back from experiencing the full potential of this exciting new technology.

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