1、The Blueprint for AI-Powered Marketing December 2024 By Derek Rodenhausen,Ray Yu,Trevor Sponseller,Paola Scarpa,Henry Leon,Javier Perez Moio,Val Elbert,and Jordan Baker 2THEBLUEPRINTFORAI-POWEREDMARKETINGThe Blueprint for AI-PoweredMarketingMarketers are constantly bombarded with pitches from tech p

2、roviders and platforms,each claiming that their AI solution will revolutionize the way their brand engages with customers.They wonder:Where do I start?Which areas should I prioritize?To address these questions,we conducted one of the larg-est studies of its kind,surveying more than 2,000 market-ers

3、globally and speaking with over 50 marketing leaders.(See“About the Study.”)Through our research,we devel-oped a clear framework to help marketers cut through the noise,pinpoint where AI can drive the most impact,and build a roadmap for growth.In this article,we share in-sights from the study.We the

4、n outline the essential steps for making AI an integral element of the marketing func-tion to create an AI flywheel that seamlessly integrates capabilities across media planning,creative,activation,and measurement to boost efficiency,deliver results,and keep brands ahead of the curve.WhatAIExcellenc

5、eLooksLikeMost brands are still in the early innings with AI:more than 80%of our survey respondents are exploring off-the-shelf solutions,adopting use cases,or experimenting.Two-thirds claim they are stymied by either a lack of knowl-edge or the sheer number of options.But a select few have started

6、to figure it out:about 20%of respondents have integrated AI tools deeply into their marketing workflows.They are testing AI-assisted decisions and personalization approaches in such areas as content creation,predictive analytics,and synthetic research methodologies.In the past 12 months,these leader