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What is the one question that CMOs ask me
all of the time about generative AI?

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Am I already behind?

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How do I tap into a technology
that's changing every single day?

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The last big disruption in marketing

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was a transition to digital
consumer journeys in the early 2000s.

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At that time, digital natives
swooped in and changed the game.

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Incumbents which didn't adapt
were left behind.

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Now, generative AI is really changing everything again.

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We look at creativity.
It now moves at two speeds.

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You have the automated,
and at speed and scale.

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And the other ones with highly original ideas.

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Production now can happen in 3 minutes,
not 3 months.

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Now, when you look at consumer journeys,

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they're becoming hyper-personalized at scale.

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And innovation,
it accelerates as GenAI models

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offer the possibility to process
market insights and consumer data.

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With so much change happening,

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what can marketers do to reap
the benefits of generative AI right now?

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Now, here's where to start.

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One: Experiment.

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Launch pilots and explore the way
GenAI can create competitive advantage.

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For example, test
a GenAI chatbot on your website,

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or create a personalized website
or interactive content.

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Two: You need to start your data
transformation straightaway.

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You need to package all of your unique data and content

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so that you can train your future
GenAI models just for you.

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And three: You need to sharpen your brand identity.

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You need to be able to train
the algorithms

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to capture the essential and
distinctive elements of your brand

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so that you can efficiently generate
new content that sounds like you.

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Brands that rely too heavily on GenAI

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will all start to sound alike
and consumers will tune out.

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Now, the future of marketing starts now,

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but only for companies
who start their GenAI journey today.