A lot of executives are very excited about it. But what if consumers hate it?
Each brand will make a different risk assessment with respect to genAI, depending on who they understand their main target consumers to be.
There is lower risk in B2B, according to Gartner research. B2C and D2C are more exposed. Healthcare, financial services, and insurance are highly sensitive.
Expect pushback from some of your consumers; preferably not from your core audience.
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