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Effective investment in generative AI for marketing

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While 60% of organizations reported implementing or actively exploring generative AI in marketing as of October 2023, nearly 80% allocated budget to integrate it into their marketing initiatives in 2024 or expressed plans to do so. Is your marketing organization primed to take advantage of this technology?

Generative AI is changing the face of marketing. From creating highly personalized content to determining the optimal connection points with customers and even generating new insights and creative ideas, this technology is fundamentally changing the way content is created and distributed. 

In our recent point of view, Effective investment in generative AI for marketing, we explore this phenomenon in greater detail and look at the steps marketing organizations are taking to unlock the advantages of this technology today, while also positioning them to access the full range of benefits that will expand across the content lifecycle as more adoption barriers fall.

Key insights

  • Closing the content gap: Find out how marketing organizations can leverage GenAI to support the exponential increase in content creation without compromising quality or increasing costs.
  • Enabling a truly personalized content strategy: Explore how embedding GenAI through the content lifecycle can not only help create highly relevant and meaningful interactions but also ensure messages are delivered to the right person, at the right time via the preferred channel.
  • Leveraging data to amplify outputs: Discover how organizations can use traditional and generative AI to layer real-time customer insights over their historical data to devise an individualized content strategy.
  • Laying the digital foundation to drive value: Examine how to establish a robust foundation conducive to AI integration, considering factors such as change management, copyright and brand integrity, data management, sustainability, and software composability, to effectively capitalize on the value of this technology.

While it is clear that GenAI is going to change the face of marketing, most organizations understand that this transformation will not be without its challenges. To help organizations understand how to strategically integrate GenAI while also addressing adoption risks, we have included a comprehensive toolkit in our POV that offers practical guidance for selecting GenAI tools, creating a pilot framework, managing legal issues, and more.

Learn more about how GenAI is revolutionizing this industry, and how your organization can take advantage of this emerging technology now and in the future.

Download our PoV

Research and insights

Capgemini Research Institute

Generative AI and the evolving role of marketing: A CMO’s playbook
Point of view

Imagining a new era of customer experience with generative AI

Explore further

Connected marketing

Generative AI for customer experience

Meet our experts

Alex Smith-Bingham

Executive Vice President, Group Offer Lead for Customer First; Digital Customer Experience Lead for UK
“Customer Experience covers all the support and help our clients need between them and their customers. This will range from changing their purpose, their propositions, new capabilities in sales/service/marketing and commerce, immersive experiences, new operating models, and new ways of working and ecosystems. We harness our global capability in strategic innovation (frog), business consulting, DCX solutions, Insight & Data and run operations in technology and business services.”

Darshan Shankavaram

Executive Vice President, Digital Customer Experience Global Practice Leader
Darshan is globally accountable for directing and building the Capgemini Group’s capabilities, delivery, service and portfolio for its 25,000 strong Digital Customer Experience (DCX) Practice. He has over 30 years of industry experience, including 15 years in Digital and Mobile. With his vast knowledge of business consulting, domain, and technical implementations, he has successfully led many large CX transformation programs.

Naresh Khanduri

Global Generative AI for CX Lead, Capgemini
Naresh has been with group for more than 6 years now and has played multiple roles. In his current role as “Strategic Initiatives & Growth Lead – DCX” he is responsible for envisioning, designing and building strategic initiatives to help Capgemini differentiate and win in market place.

Yvo Booisma

Global offer leader Connected Marketing
Yvo Booisma is the Global Connected Marketing offer leader. With a deep understanding of CMO challenges, his passion is achieving the best seamless customer experience for our clients.

Mark Oost

Global Offer Leader, AI Analytics & Data Science
Prior to joining Capgemini, Mark was the CTO of AI and Analytics at Sogeti Global, where he developed the AI portfolio and strategy. Before that, he worked as a Practice Lead for Data Science and AI at Sogeti Netherlands, where he started the Data Science team, and as a Lead Data Scientist at Teradata and Experian. Throughout his career, Mark has had the opportunity to work with clients from various markets around the world and has used AI, deep learning, and machine learning technologies to solve complex problems.