Generative AI and the Evolving Role of Marketing: a CMO’s Playbook

May, 2024 | By Capgemini

Building on our initial report in the CMO playbook series, we release this second installment in the Capgemini Research Institute’s CMO playbook series, Generative AI and the evolving role of marketing: A CMO’s playbook.

This edition delves into the unprecedented growth and the myriad opportunities that generative AI brings to the field of marketing.

In a remarkably short time, generative AI has gained widespread popularity, emerging as a transformative force in marketing. From our recent cross-sector research, we found that generative AI holds significant potential in sales, customer service, and marketing. Additionally, our consumer research on generative AI underscores consumers’ comfort with its implementation in marketing and advertising, provided it doesn’t negatively impact their overall experience.

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