Generative artificial intellgence (genAI) is already transforming marketing – or at least that’s the narrative at splashy marketing events like Cannes Lions, where last year AI hype was everywhere In reality, only 10-14% of companies used genAI in marketing and sales last year, and many top marketing executives still aren’t experimenting with new AI tools.
Many marketing leaders worry that the risk outweighs the opportunity, with concerns about data security, copyright infringement and just plain boring content running high. But genAI can also help increase productivity by up to 15% in savvy marketing departments that can use it carefully.
Here’s an overview of some of the common use cases for genAI in B2B marketing – including what it can do, what it can’t do and what’s next in AI-enabled marketing.