“Nearly 70% of CMOs have deployed or plan to deploy GenAI technology this year.”
Gartner webinar “CMOs, Prepare Your Organization to Deliver on GenAI in 2025” delves into the creation of AI-enabled marketing teams, strategies to accelerate marketing transformation, and solutions to address critical challenges in organizational design, talent, operations and technology.
GenAI as Actor/Agent, not just a Tool
- Most organizations now using GenAI as a tool for translation, content generation, etc
- We need to shift to embrace GenAI as actor, that is autonomous, trusted and embedded into our organization ethically.
GenAI Use Cases/Opportunities
- Channel Chatbots and Digital Humans
- Search and Advertising Optimization
- Content Copilot
- Localization
- Analytics Accelerator
Dealing 3 Big GenAI Roadblocks
- GenAI Skepticism – 49% of consumers don’t believe humans are likely to use AI responsibly. Cultivated Reasoning.
- Skill Degradation — computer-aided decisions can lead to worse outcomes for experts and can inhibit expertise development
- Technology Disappointments — of existing marketing technology capabilities are currently utilized.
Ethical Questions Marketers Need to Answer
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- What is the concrete business purpose for using AI for this task and in this way?
- Does using AI this way align with relevant regulations and organization ethics?
- What data is being used?
- If it’s personal data, has it been collected with consent?
- Where might bias be present in this algorithm or data?
- What steps are we taking to identify and mitigate potential bias?
- Who is responsible for this AI output?
Shifts CMOs must make to capitalize on GenAI’s Promise and successfully support a GenAI-enabled transformation
- CODIFY goals and standards for where and how AI will be used
- TRACK where and how AI is making decisions to determine required oversight.
- EMBED OPPORTUNITIES to practice multiple types of reasoning
- BROADEN marketingers continual exposure to new skill-building experiences and collaborators
- PLANS for technology and talent interdependencies in capability roadmaps.
- MANAGE phased experimentation through dedicated teams for short and long term tests.
- CREATE an AI use case portfolio that simultaneously optimizes multiple business goals.
GARDNER VIDEO
CMOs, Prepare Your Organization
to Deliver on GenAI in 2025
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