1、1Leading generative AI deployment for marketing.Overcoming three hurdles in generative AI adoption.G U ID EContentsExecutive SummaryThought leaders in generative AIDial up transparency as you improve the relevance of customer experiences.Be transparent while building your first-party data.Match gene

2、rative AI to customer expectations.Make customer benefits central to decisions.Amplify creativity without replacing human judgement.Transform skeptical and novice employees to empowered generative AI pros.Prioritize upskilling at all levels.Begin with content creation.Use short-term comparison metri

3、cs.Appoint generative AI pioneers.Drive generative AI innovation with confident governance.Map and mitigate novel generative AI risks.Establish a single point of control.Organize your goals into the right sequence.A checklist to start now.ConclusionMethodologySourcesAbout AdobeAbout EY69121314141515

4、575868691011114342Generative AI is defining the next generation of marketing today.Delivering hyper-personalized,multi-channel customer experiences at a fraction of the time and cost.Helping you glean insights from your data in an instant.Detecting and responding to conversion opportunities in real

5、time.Experimenting to enhance customer experience and deliver results at pace.This year,98%of CEOs will invest in their companys generative AI capability.But 66%remain uncertain of the optimal adoption path for their organization.1 To assist,Adobe collaborated with the EY organization to undertake a

6、 series of structured,qualitative interviews to learn from generative AI first movers.We spoke with leading executives around the world across marketing,creative,CX,data,legal,risk,and compliance.We uncovered three primary challenges to generative AI adoption:managing customer privacy and experience