A poll by Capgemini shows that 62% of marketing budgets are being allocated to generative AI, with 62% of executives at organisations with annual revenues over $1 billion believing it will enhance human creativity and innovation. The technology is expected to unlock new creative possibilities and make teams think beyond conventional boundaries. The most likely use cases for generative AI are data analysis, SEO, customer service, content creation, and image and video generation.

Generative AI is revolutionizing marketing, requiring strategic choices, creativity, and ethical oversight for effective implementation, with martech vendors like SAS and Google Cloud proving their support.