Ready for Launch: How Gen AI Is Already Transforming Marketing

Ready for Launch: How Gen AI Is Already Transforming Marketing

Imagine a world in which smart assistants are the common front end of digital interactions, transforming the experience of engaging with a brand’s app or website. A world in which the current mix of marketing channels has been shaken up—by a surge in text-based communication sparked by AI’s ability to personalize at scale, or by a boom in audio, video, and image-based marketing triggered by an acceleration of production speed at lower costs. Picture a corresponding disruption in the creative landscape as new sources of imagination and flair emerge and old ones lose their historic edge. Or one in which influencers become even more critical, with access to simplified or targeted versions of powerful digital tools that used to be out of their reach.

For marketers, all of these developments are in sight because of advances in generative artificial intelligence. Marketing is helping to lead the adoption of generative AI tools that create and personalize new content, such as OpenAI’s ChatGPT and DALL-E (which was used to produce the rocket image at the top of this page), other image creation platforms like Midjourney and Stable Diffusion, and emerging audio and video creation technologies. For instance, when we surveyed nearly 600 companies across 11 industries, speeding up the development of marketing materials was one of the top seven use cases for generative AI, with 39% of respondents saying they were using or evaluating the technology for this purpose.