In the last two years, companies have been adopting generative artificial intelligence in a consistent and secure manner to transform their marketing strategies. According to a Bain survey of over 180 major North American companies, 27% of respondents stated that generative AI exceeded their expectations in the sector
In retail, for example, technology has enabled more precise customer segmentation, creation and agile testing of highly personalized content and recommendations. The AI-driven campaigns already show a return on investment between 10% and 25% higher
Despite the initial success, expanding these initiatives is not simple. The corporate digital ecosystem is complex and the demand for customization requires new processes. Furthermore, CMOs are under pressure to innovate with fewer resources, what makes it essential to accelerate the large-scale implementation of generative AI
The research shows that 25% of organisations are still in the early stages of implementing AI in marketing, with proof of concepts and few changes to the business model created by technology. The majority (65%) are part of a second wave, with value creation in product viability and expansion of IT and data teams. The remaining 10% already include autonomous tasks, redesigning processes, adding operational value and profit through the expansion of cases and innovation
The main benefits highlighted by companies with the adoption of AI are agility, with up to 50% reduction in campaign launch time; efficiency, since the content creation time has decreased by 30% to 50%; and return on investment, with an increase of up to 40% in click-through rates in hyper-personalized campaigns
Defining priorities to leverage the impact of generative AI in marketing heavily depends on each company's business objectives. However, Bain identified four areas that stand out in this purpose: streamlining workflows; creation and customization of content; intelligence and insights about clients; and measurement and optimization of campaigns
Furthermore, to accelerate maturity in the use of technology, there are five fundamental actions
- Set ambitious and measurable goals, establishing clear objectives for operational efficiency, personalisation and financial impact
- Prioritise large gains over multiple testing– organisations that concentrate efforts on a few high-impact use cases scale faster
- Develop user-focused solutionsintegrated into the daily lives of the teams, involving your own professionals in the development of the tools
- Continuously train the employeesconducting practical training and real challenges essential to expanding technology adoption
- Expand the partner ecosystem– the supplier landscape in this area is still evolving, but companies should quickly test specialised solutions and keep up with innovations from their partners
Generative AI has ceased to be a novelty and has become a competitive necessity in marketing. More advanced companies are already rethinking their partner strategy, personalisation at scale and the future of the industry with AI assistants. For those still stuck on specific tests, it's time to accelerate adoption, escalate initiatives and capture the real benefits of this technological revolution
