生成式人工智能与营销角色的演变&CMO的策略-2023.docx

* ° ReseAftCH INSTnVrCenerativeAlandtheevolvingroleofmarketing;)ACMOsPLAYBOOKOGetTheFUtUreYoUWantiplulus (>lrD(x 山GenerativeAlinmarketing：ArevolutionunfoldingInaremarkablyshorttime,generativeAlhasgainedwidespreadpopularity,emergingasatransformativeforceinmarketing.Itsrapidadoptionrateisextraordinary.Currently：almost6o%oforganizationsareintegratinggenerativeAlintotheirmarketingefforts,fromminimaltonoadoptionjustayearagof-ofthesez37%areactivelyimplementingitacrossvariousinitiatives,whileanadditional21%areintheexperimentalphase closeto80%OforganizationshaveeitheralreadyallocatedbudgetorplantodosointhenextsixmonthstointegrategenerativeAlintotheirmarketinginitiatives thoseinvestingingenerativeAlarededicating62%oftheirmarketingtechinvestmentstoit,reflectingthegrowingmaturityofbothcurrentandupcominggenerativeAlsolutions.MarketersareusinggenerativeAltocraftcompellingcampaigns,elevateandpersonalizecustomerserviceandexperiences,analyzedata,optimizesearch,andundertakevariousothertransformativeinitiatives.Unlockingvalue：EmbracingthebenefitsofgenerativeAlThetechnologyhasrapidlyprovenitself.Nearly60%oforganizationssurveyedbelievethebenefitsOfgenerativeAloutweighitscostsandrisks.Thesebenefitsspanbrandenhancement,costefficiency,innovation,timeoptimization,andimprovedandpersonalizedcustomerexperience.XJPEEnS (>lrx山Redefiningandaugmenting,notreplacinghumancreativityGenerativeAlisnotreplacinghumancreativity；insteadit,sredefiningitandactingasacatalystforinnovation.MorethanhalfoftheorganizationssurveyedsaythatbalancingAlandhumancreativityisanongoingchallenge.ButthestrongconsensusamongmarketersisthatgenerativeAlwillnotdiminishbutratheraugmenthumancreativityinthelongrun.ItseemsinevitablethatmarketingroleswillbeprofoundlyimpactedbygenerativeAl.FromcustomerinsightsspecialiststoSEOexperts,copywriters,digitalmarketers,anddataanalysts,allcanexpecttoexperienceaneweraofcreativepossibilitiesandrelatedproductivitygains.AddressingethicalandcopyrightchallengesWhilethepotentialimpactofgenerativeAlonmarketingisvast,thereareethicalandcopyrightconcernsthatrequireclearregulationandnewguidelines.AsAladoptioninmarketingincreases,thereisanurgentandgrowingneedtoensureresponsiblepractice.Thecurrentlackofcomprehensiveandclearguidelinesmeansthat70%oforganizationsarepotentiallyexposedtoethicalchallengesovertheiruseandoversightofAl.Simultaneously,copyrightchallengesaroundAl-generatedcontentindicateaneedfordecisiveregulationandguidelines.Atpresent,only42%oforganizationsaddresstheseissuesadequatelybyusingrobustcybersecurityprotocolsandmonitoringforAl-derivedversionsoftheirwork,forexample.iplulus (>lrD(x 山IntegratinggenerativeAlintomarketingToseamlesslyintegrategenerativeAl,organizationsshouldtakeacomprehensiveapproach.Thismeans： Strategicdirection:Preciselydefineintegrationgoals,adoptapragmaticinvestmentapproach,andassesstechinfrastructure. 1.eadershipandoversight:MobilizegenerativeAlspecialists,establishataskforce,craftrobustethicalguidelines,andremainvigilantwhilenavigatingtheevolvingregulationsandcompliance. Iterativeexecution:Initiateselective,small-scaleinitiatives,driveiterativeimplementationwithrobustdatasecurity,andnavigateresponsiblyconsideringtheenvironmentalimpactofgenerativeAl.Finally,growingandexpandingboundariesrequiresmarketingdepartmentsandorganizationstocultivatepartnershipsandencourageUpskillingzbalancinggenerativeAlwithhumaningenuity,andembracinganeweraoftech-drivencollaboration.UnleashingthegenerativeAlplaybookTofullyembracethetransformativepotentialofgenerativeAlinmarketing,organizationsmustfosteracultureofinnovationandexperimentation.Inthisway,theycanstrategicallyintegrateAltechnologiestounlocknovelapproaches,enhancecustomerexperiences,andgainacompetitiveedge.76°0OforganizationshaveeitheralreadyallocatedbudgetorplantodosointhenextsixmonthstointegrategenerativeAlintotheirmarketinginitiativesWho should read this report and why?Thisreportiswrittenforleadersofmarketingfunctionsinallbusinesssectors.Inparticular,itwillbeusefulforchiefmarketingofficers(CMOs)andotherseniormarketersinlargerorganizations.ItsinsightswillalsoextenditsrelevancenotonlytoCEOsandseniorsalesleadersbutalsotoindividualswithastrategicstakeinmarketing.Itcaterstotechteamleadersfosteringmarketingfunctions,aswellasadvisorsandconsultantsspecializinginthedynamicrealmofmarketingstrategies.Thisreportprovidesanin-depthexplorationofthetransformativepotentialOfgenerativeAlwithinthemarketinglandscapeacrossallsectors.Throughinsightfulusecases,thereportelucidatespracticalapplicationsofgenerativeAlacrossdiversemarketingdomains.AswellasdiscussingthebenefitsofgenerativeAl,thereportaddressesthechallengesitsadoptioncanbringandproposeseffectiveremedialstrategies.Thisreportisbasedon： thefindingsofacomprehensivesurveyof,8ooCMOsandbusinessleaders(director-levelandabove)from14countriesand 25in-depthinterviewswithleadingCMOsandindustryexperts.Foracomprehensiveunderstandingofthebroaderlandscape,weencourageyoutoexploreourfirsttworeports,whichcoverconsumerandindustryperspectivesongenerativeAl： WhyconsumerslovegenerativeAl： HarnessingthevalueofgenerativeAl：Topusecasesacrossindustries：generative-ai-in-organizations/Uo-ttnpoIU-Inaspanofaboutoneyear,thegenerativeAlmarketisonthevergeofsignificantgrowth.Itisexpectedtoreach$1.3trillioninthenextdecade,growingfrom$40billionin2022.1Notechnologyhasreached100millionusersfasterthanChatGPT,whichcrossedthatthresholdinjusttwomonths.2Basedonourrecentcross-sectorandcross-functionalresearch,generativeAlshowsthegreatestpotentialwithinIT,salesandcustomerservice,andmarketingfunctions.3Furthermore,ourconsumerresearchongenerativeAlrevealsthatconsumerswhousegenerativeAltoolsaresatisfiedwiththem.Inaddition,62%ofconsumersarecomfortablewiththeimplementationofgenerativeAlinmarketingandadvertising,provideditdoesn'tnegativelyimpacttheiroverallexperienceConsequently,wehaveundertakenthisin-depthexplorationofitsimpactonmarketing.GenerativeAlcanbeleveragedtocreate,innovate,andadaptautonomously.Anditisreshapingtraditionalmarketingstrategies.Thisstudy,thesecondinthechiefmarketingofficer(CMO)playbookSerieS,5exploresthefollowing：1. TherapidintegrationOfgenerativeAlinthemarketingdomain.2. ImplementationareasforgenerativeAlwithinmarketingandanticipatedbenefits.3. GenerativeAsroleinaugmenting-butnotreplacing-humancreativitywithinmarketing.4. TheurgentneedfororganizationstoaddressethicalandcopyrightconcernsarisingfromtheuseofgenerativeAlinmarketing.WeconcludethereportbyoutliningkeybestpracticesfororganizationstoeffectivelyharnessgenerativeAltechnologyinmarketing.Uo-ttnpoIU-InadditiontodelvingintogenerativeAl,thereportshowcasestheevolutionofthemarketingfunction,takingonvitalrolesinbusinessdecision-makingandcustomerexperienceshaping.Italsoemphasizesincreaseddataadoption,empoweringmarketerswithagilemarketingstrategies.Forourresearchwesurveyed,8ooCMOsorexecutivesresponsibleformarketingwithintheirorganizations.Therespondentsweredrawnfromorganizationswithover$1billionannualrevenue,acrossAustralia,Brazil,Finland,France,Germany,India,Italy,theNetherlands,Norway,Singapore,Spain,Sweden,theUK,andtheUS.Wespoketoexecutivesfrommultiplesectors,includingautomotive,consumerproducts,retail,financialservices,telecom,utilities,high-tech,industrialmanufacturing,lifesciences,publicsector,andmedia.Inaddition,weconducted25in-depthinterviewswithCMOsandothermarketingexecutiveswithfirsthandknowledgeorawarenessoftheirorganization'sgenerativeAlinitiatives.Formoredetailsonthesurveysample,pleaserefertotheresearchmethodology.GenerativeAlandtheevolvingroleofmarketing：ACMO'sPLAYBOOKDefinitionofgenerativeAIGenerativeAIistechnologythathasthecapabilitytoIeamfromandreapplythepropertiesandpatternsofdataforawiderangeofapplications,fromcreatingtext,images,andvideosindifferentstylestogeneratingtailoredcontentItenablesmachinestoperformcreativetaskspreviouslythoughtexclusivetohumans.ThefollowingtablesummarizesthetopgenerativeAIapplicationsandgivessomeexamples.SelectedgenerativeAIapplicationsfaIndicativeexamplesIOTextGeneratingnewte×treports,summarizingandtranslatingintomultiplelanguagesOpenAKsGPT-4,GooglePalm2lScribe,ClaudeImagesandvideogenerationGeneratingnewimages/videos,analyzingexistingimages/video(e.g.,videogames,VR,animation)AdobeFirefly,StabilityAl,Midjourney,Nvidia,Dall-E2zSynthesia,Nvidia,RunwayMLOAudioGeneratingmusicandremixing,speechsynthesis,soundeffects,voiceconversion,audioenhancementSynthesiazAmazonPolly,Soix.aiOChatbotsGeneratehuman-likecontextuallyrelevanttextresponsesinreal-timetoexpandandimprovecustomerserviceandadviceOpenAsChatGPT,AmazonLex,GoogleBardeSearchEnhancedsearchfunctions,addinglanguagecapabilitiestosearch(e.g.,',RAG,wretrievalaugmentedgeneration)1.JGoogleBard,LandingAl,Azure,FacebookLlama2,PerpIexityAII/CapgeminiResearchInstituteCapgeminiResearchInstitute2023RGURE. 1The marketing function is rapidly embracing generative AlORGANIZATIONS WHO ARE ADOFNG A "WAIT AND WATCH" APPROACH ON GENERATIVE AIMarketersaremovingfasttoembracethepossibilitiesofgenerativeAlThemarketingfunctionisswiftlyadoptinggenerativeAl,witnessingsubstantialadoptionofatechnologythatgainedpopularitywithinthepast12months.InourreportOngenerativeAlacrosssectorsandfunctionspublishedthisyear,approximately40%oforganizationswereadoptinga''waitandwatch“approach.Thisapproachnowappliestoonly12%Oforganizationsintermsofthemarketingfunction(seeFigure1).39%LShareoforganizationsacrossallfunctions,April202312t¼Shareoforganizationsinmarketingfunction,October2023LlJSource：CapgeminiResearchInstitute,CMOPlaybook#2research,Sep-Oct2023；N=1,8ooexecutiveswithmarketingresponsibilitiesfromuniqueorganizations；GenerativeAIExecutiveSurvey,April2023.Most organizations already use generative Al in marketingCurrently, almost 6o% Oforganizations have adopted generative Al into their marketing initiatives, including 37% who have progressed from experimentation to active implementation (see Figure 2).FIGURE. 2Marketing functions are deploying generative Al at pacestate of Implementaton of generative ai in markehng37%21(¾)13%10%12%5%580/0Oforganizations are integrating generative Al into marketing.Usingacrossmultiple/fewinitiativesNotusing,anddon'thaveastrategyDon'tknowwhatitisandhavenoTestingZexperimentingTakinga“waitandwatch"approachintentiont0brin9itint0"marketingsoonNotusing,buthaveastrategyUsedinthepast,butdon'tuseitnowPercentagesrepresentshareoforganiza(ions.Source：CapgeminiResearchInstitute,CMOPlaybook#2research,Sep-Oct2023；N=,8ooexecutiveswithmarketingresponsibilitiesfromuniqueorganizations.CapgeminiResearchInstitute2023STATE OF IMPLEMENTAnON OF GENERATIVE AI IN MARKFnNG, BY SECTORBusiness-to-business(B2B)sectors(e.g.,manufacturing,lifesciences)areonlyveryslightlybehindtheirbusiness-to-consumer(BzC)counterparts(e.g.zconsumerproducts,retail,automotive)inincorporatinggenerativeAlintomarketingstrategies(seeFigure3).FIGURE.3BothB2BandB2CsectorsareactivelydeployinggenerativeAlinmarketing38°o20<¾>13<¼>10%12<5°oB2B sectors339/0250o14%12(¾)ll0o4t¼>2<>Don't know what it is and have no intention to bring it into marketing soon.Usingacrossmultiple/fewinitiativesNOtusing,anddon'thaveastrategy.TestingZexperimenting.Takinga"waitandwatch"叩PrOaChNotusing,buthaveastrategyUsedinthepast,butdon,tuseitnowPercentagesrepresentshareOforganizations.Source：CapgeminiResearchInstitute,CMOPlaybook#2research,Sep-Oct2023；N=,8ooexecutiveswithmarketingresponsibilitiesfromuniqueorganizations.CapgeminiResearchInjGenerativeAl is gaining traction notjust in B2C but also in B2B sectors. Forrester predicts that, by 2024, B2B teams will use generative Al to swiftly extract valuable insights from diverse customer data to streamline idea generation and innovation, ultimately identifying unique capabilities in a fifth of launched products.6Moreover, the US already stands out for their robust embrace Ofgenerative Al in marketing. On average, Europe lags behind the U.S. in implementing generative Al, potentially attributable to its more stringent regulations in the field of Al (see Figure 4).11GURE.4TheUSisaheadinimplementinggenerativeAlinmarketingSTATE OF IMPLEMENTAnON OF GENERATIVE AI IN MARKETING, BY COUNTRYUSSingaporeAustraliaFinlandGermanyUKIndiaNorwayBrazilItalySpainNetherlandsFranceSwedenAverage,EuropeandUKAverage,GlobalNot using or experimenting with generative AlTestingZexperimenting with generative Al.UsinggenerativeAlacrossmultiple/fewinitiativesPercentagesrepresentshareOfoiyanizations.Source：CapgeminiResearchInstitute,CMOPlaybook#2research,Sep-Oct2023；N=,8ooexecutiveswithmarketingresponsibilitiesfromuniqueorganizations.OrganizationsinvestingingenerativeAlareallocatingasignificantportionoftheirmarketingtechnologybudgettoitMarketingfunctionsareactivelyestablishinggovernancesystemsandpracticestoleveragegenerativeAl.HalfoftheorganizationswesurveyedhaveadedicatedbudgettoimplementgenerativeAlwithinmarketing,andaquarterplantocreateoneinthenextsixmonths.Whenthisisconsideredalongsidethenearly40%oforganizationsthatalreadyhaveprogressedfromexperimentationtoimplementation(asestablishedabove),itisevidentthatorganizationsareproactivelyinvestingintheirforthcominggenerativeAlinitiativeswithinmarketing.Moreover,nearlyhalfhaveformeddedicatedteamswithinmarketingtoimplementgenerativeAl.Athirdmoreplantoestablishtheminthecomingmonths(seeFigure5).HFIGURE 5Marketing teams are swiftly allocating budgets and establishing dedicated teams for generative Al initiativesTHE BUDGET AND TEAM STRUCTURE FOR IMPLEMENNG GENERATIVE AIWHIN MARKETINGAIreadyinplacePlantointhenextsixmonths.NoplanstodosointhenextsixmonthsPercentagesrepresentshareOforganizations.Source：CapgeminiResearchInstitute,CMOPlaybook#2research,Sep-Oct2023；N=1,752executiveswithmarketingresponsibilitiesfromuniqueorganizationswhoareawareaboutgenerativeAl.GURE. 6Three in four organizations have either already allocated a budget for generative Al marketing initiatives or have plans to do so within the next six monthsBUDGET ALLOCATION PLANS TOWARDS GENERATIVE AI WITHIN MARKENGz BY SECTORgoodssectorsciencesQ Already in placePlan to in the next six months No plans to do so in the next six monthsAbreakdownofbudgetallocationspecificallyforgenerativeAlinmarketingacrossvarioussectors,highlightsthatalthoughtherearevariations,theallocationremainssubstantialacrossallsectors(seeFigure6).Figure6illustratesthatthree-quartersoftheBzCorganizationssurveyedhaveallocatedorplantoallocatebudgetsforgenerativeAlwit