凯捷：生成式人工智能在营销中的有效投资（英文版）（22页）.pdf

1、Effective investment in generative AI for marketingIntroductionGenerative AIs capabilities in improving how content is created and distributed are rapidly evolving.But can marketers leverage generative AI to meet their customers ever-growing personalization demands while keeping costs low?We believe

2、 they can,and our recent research has revealed that almost 60%of organizations have already implemented or are exploring generative AI in marketing,with nearly 80%having allocated budget to integrate it into their marketing initiatives in 2024 or expressed plans to do so.1 Read on as we weigh the op

3、portunities,challenges,and potential benefits to assess whether investing in generative AI is worth your time,energy,and resources.60%of organizations have already implemented or are exploring generative AI in marketing.1 https:/ investment in GenAI for marketingTapping the augmented content creatio

4、n and management opportunity Its no secret that the broad-segment marketing approach that was once so popular has all but lost its shine.Marketing efforts that focused on overarching demographics and channels,such as TV ads aimed at a general age range,have evolved to address individual customer pre

5、ferences and needs for always relevant and always personalized content or at least thats the gold standard of where marketing desires to be.According to a Salesforce report,The State of the Connected Customer,73%of customers now expect companies to understand their unique wants and needs(up from 66%

6、in 2020).2 As we welcome new ways,habits,and places for commerce and consider the insatiable customer demand for increasingly personalized messaging all B2C and B2B marketing organizations must ask themselves if theyre equipped to create and manage the explosion of content theyll need to delight and