A recent McKinsey survey revealed that only 10%–14% of companies consistently deploy generative AI in their marketing and sales initiatives. Why, in a function that seemingly stands to gain the most from generative AI, is adoption so limited? And how can marketers bridge the gap and fully harness this potential? As marketers try to navigate this transformative moment, it seems many are struggling with where to begin.
A Practical Guide for Marketers Who Want to Use GenAI
Understanding the risks, rewards, and how to get started.
December 11, 2023
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Summary.
The risks around generative AI are real. But this does not necessarily justify inaction, nor does it require a blanket approach to generative AI where marketers either blindly take risks or avoid AI altogether. In fact, a promising way to navigate this is a nuanced approach for which marketers systematically identify areas to experiment with generative AI and areas to wait-and-see. This article introduces a four-step framework — the DARE (Decompose, Analyze, Realize, Evaluate) Framework — to move forward with generative AI transformation in marketing.