1、AI AND MARKETING:THE MINDS THAT MERGEM&CSAATCHITHINKSGENERATIVE AI IS REVOLUTIONISING INDUSTRIES,INCLUDING MARKETING.By providing innovative tools for brand growth while challenging us to think ethically.Whether its the democratisation of creativity or potential cost savings,the importance of unders

2、tanding and integrating AI is undeniable.The future promises thrilling possibilities,where creativity flourishes and innovation knows no bounds.But it also demands a thoughtful,responsible approach,guided by principles that value human ingenuity,ethics,and authenticity.GENERATIVE AI“The use of ai in

3、 our industry is not an optional extra,its a necessity.a golden opportunity to elevate and expand the innate creativity of our very talented teams”James CalvertHead of Generative AI,M&C SaatchiTHE RISE AND IMPORTANCE OF GENERATIVE AIGenerative AI,particularly Generative Pre-trained Transformers(GPT)

4、,has seen a meteoric rise in popularity.A glance at Google Trends shows that recently search interest has exploded,reflecting a growing recognition not just among tech enthusiasts but also among businesses and everyday consumers.Forecasts vary on the impacts of AI on existing roles across different

5、sectors.However,there is a consensus that within creative,media,and marketing roles,a meaningful proportion,potentially up to 75%of the tasks,might be assisted with Generative AI.The same Goldman Sachs report suggests a significant increase in GDP over the next decade because of enhanced productivit

6、y.The reality is that today,this is all a best guess into the future.Perhaps generative AIs potential is in helping humans in creating unimaginable solutions,rather than replacing them.“Generative AI could eventually drive a$7tn increase in annual global GDP over the next 10 years”Author et al.,Gene