Key Takeaways

• “While AI can’t solve every problem CMOs face, it can certainly improve their toolkit. AI tools are driving advances across three aspects of digital marketing:
  • Campaign & audience planning
  • Measurement & optimization
  • Ads & creative"
• “Media fragmentation is a growing challenge, but armed with more powerful analytics, marketers can turn it into an advantage. There’s an opportunity to optimize your media mix with modeled audiences based on the first-party data you still collect. ”“Forty-six percent of functional business leaders cited data accuracy, reliability and transparency as the biggest challenges to implementing GenAI.”
• “There’s a network of tools and technologies available to marketers to help with data, measurement and optimization. They can help curate look-alike audiences and inform contextual targeting strategies.”
• “Creative is still king. Brands are eager to leverage AI to lower production costs, but when utilizing AI for generating commercial content, it’s essential to understand the training data used for the model you or your agency is using.”

Key Takeaways

• “Brands are under growing pressure to demonstrate their ESG commitments: 80% of business leaders report that customers are the biggest source of this pressure.”

• “From a marketing standpoint, when the connection between ESG and business identity and direction is clearly articulated, it can be used as a differentiator, and therefore an extension of the brand.”

• “CMOs must work cross-functionally to create, and message about concrete actions, drawing links to associated business risks and opportunities, to improve C-Suite buy-in and drive urgency.”

• “Creating an ESG narrative helps customers to understand why your brand is involved with certain issues, and how they align to the brand’s values and strategy. Authenticity is key.”

• “Brands need to communicate how their ESG efforts benefit customers in order to build and reinforce the connection they have with their customers.”

Key Takeaways

• “CMOs are excited by the possibilities of AI, but diving into GenAI without full awareness of its risks is like diving into water without knowing how deep it is.”

• “Marketers face two categories of risk:

  • External: Impersonation, disinformation and unreliable platform moderation.

  • Internal: Mis-judged employee use, security and accuracy risks, and lack of guidance.”

• “One of the biggest concerns for marketers is impersonation. Deepfakes are rapidly becoming more indistinguishable from authentic content.”

• “Sixty-three percent of employees say they want guidance on GenAI issues where there is no current guidance. Technology is developing more rapidly than guidance and guardrails, and employees are facing pressure to adopt AI quickly.”

• “CMOs must tackle the internal risks posed by GenAI adoption, providing clear guidance and ensuring that guardrails are in place so that employees can experiment.”