凯捷-CMO手册：生成式AI和营销角色的演变(英文 84页 )

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基于 CMO 策略系列的初始报告，我们发布了凯捷研究院 CMO 策略系列的第二部分：生成式人工智能和营销的不断演变的角色：CMO 策略。本版深入探讨了生成式人工智能为营销领域带来的前所未有的增长和无数机遇。

在很短的时间内，生成式人工智能就获得了广泛的普及，成为营销领域的一股变革力量。从我们最近的跨行业研究中，我们发现生成式人工智能在销售、客户服务和营销方面具有巨大的潜力。此外，我们对生成式人工智能的消费者研究强调了消费者对其在营销和广告中的实施感到满意，前提是它不会对他们的整体体验产生负面影响。

近 60% 的组织已经将生成式人工智能整合到他们的营销工作中，其中 37% 的组织正在各种计划中积极实施它。此外，近 80% 的组织已经分配预算或计划在未来六个月内分配预算，将生成式人工智能整合到其营销计划中。营销人员还达成了强烈共识，从长远来看，生成式人工智能不会削弱人类的创造力，反而会增强人类的创造力。

虽然生成式人工智能带来了挑战和风险，但近 60% 的受访组织认为该技术的好处大于这些。尽管如此，解决现有的道德和版权挑战仍然很重要。目前，70% 的组织在使用和监督人工智能方面可能面临道德挑战，只有 42% 的组织充分解决围绕生成人工智能的版权问题。

为了帮助组织获得生成式人工智能技术的好处，同时应对其带来的挑战，我们深入探索生成式人工智能在营销中的应用，探索生成式人工智能在营销中的快速整合、生成式人工智能的实施领域、生成式人工智能在增强人类创造力方面的作用，以及组织迫切需要解决因使用生成人工智能而产生的道德和版权问题。

我们在本报告的最后概述了组织在营销中有效利用生成式人工智能技术的关键最佳实践。这些形成了一种全面的方法，包括战略方向、领导和监督、迭代执行和扩展边界

Building on our initial report in the CMO playbook series, we release this second installment in the Capgemini Research Institute’s CMO playbook series, Generative AI and the evolving role of marketing: A CMO’s playbook. This edition delves into the unprecedented growth and the myriad opportunities that generative AI brings to the field of marketing.

In a remarkably short time, generative AI has gained widespread popularity, emerging as a transformative force in marketing. From our recent cross-sector research, we found that generative AI holds significant potential in sales, customer service, and marketing. Additionally, our consumer research on generative AI underscores consumers’ comfort with its implementation in marketing and advertising, provided it doesn’t negatively impact their overall experience.

Almost 60% of organizations are already integrating generative AI into their marketing efforts, and 37% of these are actively implementing it across various initiatives. Furthermore, close to 80% of organizations have either already allocated budget or plan to do so in the next six months to integrate generative AI into their marketing initiatives. There is also strong consensus among marketers is that generative AI will not diminish but rather augment human creativity in the long run.

While generative AI poses challenges and risks, nearly 60% of the organizations surveyed believe the benefits the technology outweigh these. Nevertheless, it will be important to address the existing ethical and copyright challenges. Currently, 70% of organizations are potentially exposed to ethical challenges over their use and oversight of AI, and only 42% of organizations address copyright issues around generative AI adequately.

To help organizations reap the benefits of generative AI technology while addressing the challenges that it poses, we explore generative AI in marketing in depth, exploring the rapid integration of generative AI in marketing, implementation areas for generative AI, generative AI’s role in augmenting human creativity, and the urgent need for organizations to address ethical and copyright concerns arising from the use of generative AI.

We conclude this report by outlining key best practices for organizations to effectively harness generative AI technology in marketing. These form a comprehensive approach that consists of strategic direction, leadership and oversight, iterative execution, and expanding boundaries.