GenAI’s transformative capability accelerates marketing objectives via enhanced productivity and data analysis, but successful implementation requires a strategic shift beyond simple tool addition.
To fully realize GenAI’s potential, marketers must establish an AI council that focuses on responsible adoption, emphasizing brand ownership while ensuring data is clean and structured.
Eight out of ten marketing leaders expect a positive impact of genAI on marketing investments in 2023, highlighting the necessity for a clear adoption roadmap.
Data quality and governance are critical for AI success, with marketers needing to ensure their data is clean, consistent, and aligned with marketing objectives.
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