Generative AI for Business: Success, Challenges and the Future
What’s working, what’s not and what’s next
Generative artificial intelligence (GenAI) is revolutionising industries by enhancing efficiency, creativity, and decision-making processes. In marketing and sales, GenAI presents a unique ability to augment human capabilities, transforming routine workflows into highly effective operations. This report looks at how GenAI is used by marketing and sales leaders working at large enterprises in the US and Europe. More specifically, it explores why they adopted GenAI in their workflows and for which specific use cases, the benefits and challenges they experience, as well as the risks they associate with this technology.
Questions this report answers
When did technology companies start using GenAI?
What reasons led to the adoption of GenAI in sales and marketing?
What tasks is GenAI used for in sales and marketing?
What are the benefits of Generative AI?
What are the challenges, barriers to adoption, and risks of GenAI?