The article highlights the rising prominence of generative AI among marketing leaders, evidenced by a McKinsey survey revealing increased adoption from 55% in 2023 to 78% in 2024. This surge has led to an influx of AI-related content in industry news, with many vendors incorporating AI tools to enhance productivity. However, the author warns that the rise of GenAI parallels previous tech revolutions, where ease of access led to a deluge of subpar content. Marketing leaders are urged to evaluate both the benefits and potential drawbacks of these technologies carefully.
The rapid emergence of GenAI now requires revenue growth and marketing leadership to take a step back and ask themselves not just what are the potential benefits of the technology, but also to take a sharp look at its costs and risks.
Most marketing leaders have 'explore generative AI and personalization' on their annual plans. This indicates the significant push toward integrating AI in marketing strategies.
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