TheMarketingblog

48% of executives see the most potential for AI in marketing 

AI in marketing 

70% of business executives believe that AI will enable companies to widen the scope of the roles of knowledge worker. Most of the business executives (96%) recognise that generative AI is the main topic in UK boardrooms, with the majority confirming that their board leadership are strong AI advocates. This is according to Capgemini Research Institute’s very latest report, ‘Harnessing the value of generative AI: Top use cases across industries’, which examines the transformative force of generative AI for innovation across organisations.

Organisations see generative AI as an opportunity to increase revenues.

Despite oblivious risks, such as copyright infringement or cybersecurity, 74% of business executives believe that the benefits posed by AI outweigh the associated risks. While 21% anticipate a disruption in their own industries, 40% of organisations across industries have already established internal teams and budget for this new technology, with a further 49% thinking about setting up teams within 12 months.

The research also found:

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A range of further benefits within three years

Within three years’ time, and following the successful implementation of AI, business executives foresee a range of business benefits. The executives believe that AI integration will lead to an 8% increase in sales and a 7% decrease in costs. Alongside this, those surveyed indicated that they could expect to see a 9% improvement in both customer engagement and satisfaction, and operational efficiency.

“Generative AI is a transformational force for innovation in organisations, accelerating industry specific use cases to create value, and it’s no surprise that it’s already at the top of the agenda of virtually every large organisation,” comments Franck Greverie, Chief Portfolio Officer and Group Executive Board Member at Capgemini. “While generative AI can enable numerous benefits for businesses and employees alike, adopting a human-centric approach while scaling the technology and implementing necessary guidelines will be the key to fostering trust in the workplace. As businesses accelerate their generative AI journeys, they must prioritise implementing it sustainably across the organisation.”

The high-tech industry is leading the way in generative AI integration

Business executives in the high-tech industry are the ones most convinced (84%) strangley enough, that the overall impact of generative AI will be positive. Nearly 70% of executives in the tech industry said their organisations have generative AI pilots underway, and 18% state that they have already implemented AI across some locations or business departments. The top two use cases are 3D modelling for detailed shapes and predictive maintenance.

The majority (67%) of executives across sectors see the most potential for generative AI in the IT function – this is particularly true within the high-tech sector which holds the largest percentage of executives (86%) saying their organisation is using or plans to use generative AI in IT. Other areas where executives see generative AI driving value are sales (54%), and marketing and communications (48%).

The rise of generative AI will create many new roles and will require dedicated investment in upskilling

According to 69% of organisations, AI will begin to provide concepts and initial designs for projects and, as such, employees’ roles will shift away from ideation and creation, to review and refinement. This sentiment was also echoed by consumers, with 70% saying that they believe generative AI will make them more efficient at work, free them from routine tasks and enable them to explore more strategic aspects of their job.[2]

The research reveals that 69% of executives believe generative AI will lead to the emergence of new roles such as AI auditors and AI ethicists. With the introduction of new generative AI-based roles, 68% of executives believe that integration of the technology into the workforce will require significant investment in upskilling and cross-skilling of talent.

Most organisations understand the need for sustainable generative AI

Nearly 80% of organisations understand the criticality of implementing and scaling generative AI sustainably. Alongside this, 78% of enterprises understand that generative AI can have a larger carbon footprint than traditional IT programs. However, out of the organisations that plan to train their own models (8%), roughly half have taken steps to mitigate their environmental impact, highlighting the need for more concrete efforts towards sustainability.

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A range of further benefits within three years

Within three years’ time, and following the successful implementation of AI, business executives foresee a range of business benefits. The executives believe that AI integration will lead to an 8% increase in sales and a 7% decrease in costs. Alongside this, those surveyed indicated that they could expect to see a 9% improvement in both customer engagement and satisfaction, and operational efficiency.

“Generative AI is a transformational force for innovation in organisations, accelerating industry specific use cases to create value, and it’s no surprise that it’s already at the top of the agenda of virtually every large organisation,” comments Franck Greverie, Chief Portfolio Officer and Group Executive Board Member at Capgemini. “While generative AI can enable numerous benefits for businesses and employees alike, adopting a human-centric approach while scaling the technology and implementing necessary guidelines will be the key to fostering trust in the workplace. As businesses accelerate their generative AI journeys, they must prioritise implementing it sustainably across the organisation.”

The high-tech industry is leading the way in generative AI integration

Business executives in the high-tech industry are the ones most convinced (84%) strangley enough, that the overall impact of generative AI will be positive. Nearly 70% of executives in the tech industry said their organisations have generative AI pilots underway, and 18% state that they have already implemented AI across some locations or business departments. The top two use cases are 3D modelling for detailed shapes and predictive maintenance.

The majority (67%) of executives across sectors see the most potential for generative AI in the IT function – this is particularly true within the high-tech sector which holds the largest percentage of executives (86%) saying their organisation is using or plans to use generative AI in IT. Other areas where executives see generative AI driving value are sales (54%), and marketing and communications (48%).

The rise of generative AI will create many new roles and will require dedicated investment in upskilling

According to 69% of organisations, AI will begin to provide concepts and initial designs for projects and, as such, employees’ roles will shift away from ideation and creation, to review and refinement. This sentiment was also echoed by consumers, with 70% saying that they believe generative AI will make them more efficient at work, free them from routine tasks and enable them to explore more strategic aspects of their job.[2]

The research reveals that 69% of executives believe generative AI will lead to the emergence of new roles such as AI auditors and AI ethicists. With the introduction of new generative AI-based roles, 68% of executives believe that integration of the technology into the workforce will require significant investment in upskilling and cross-skilling of talent.

Most organisations understand the need for sustainable generative AI

Nearly 80% of organisations understand the criticality of implementing and scaling generative AI sustainably. Alongside this, 78% of enterprises understand that generative AI can have a larger carbon footprint than traditional IT programs. However, out of the organisations that plan to train their own models (8%), roughly half have taken steps to mitigate their environmental impact, highlighting the need for more concrete efforts towards sustainability.

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A range of further benefits within three years

Within three years’ time, and following the successful implementation of AI, business executives foresee a range of business benefits. The executives believe that AI integration will lead to an 8% increase in sales and a 7% decrease in costs. Alongside this, those surveyed indicated that they could expect to see a 9% improvement in both customer engagement and satisfaction, and operational efficiency.

“Generative AI is a transformational force for innovation in organisations, accelerating industry specific use cases to create value, and it’s no surprise that it’s already at the top of the agenda of virtually every large organisation,” comments Franck Greverie, Chief Portfolio Officer and Group Executive Board Member at Capgemini. “While generative AI can enable numerous benefits for businesses and employees alike, adopting a human-centric approach while scaling the technology and implementing necessary guidelines will be the key to fostering trust in the workplace. As businesses accelerate their generative AI journeys, they must prioritise implementing it sustainably across the organisation.”

The high-tech industry is leading the way in generative AI integration

Business executives in the high-tech industry are the ones most convinced (84%) strangley enough, that the overall impact of generative AI will be positive. Nearly 70% of executives in the tech industry said their organisations have generative AI pilots underway, and 18% state that they have already implemented AI across some locations or business departments. The top two use cases are 3D modelling for detailed shapes and predictive maintenance.

The majority (67%) of executives across sectors see the most potential for generative AI in the IT function – this is particularly true within the high-tech sector which holds the largest percentage of executives (86%) saying their organisation is using or plans to use generative AI in IT. Other areas where executives see generative AI driving value are sales (54%), and marketing and communications (48%).

The rise of generative AI will create many new roles and will require dedicated investment in upskilling

According to 69% of organisations, AI will begin to provide concepts and initial designs for projects and, as such, employees’ roles will shift away from ideation and creation, to review and refinement. This sentiment was also echoed by consumers, with 70% saying that they believe generative AI will make them more efficient at work, free them from routine tasks and enable them to explore more strategic aspects of their job.[2]

The research reveals that 69% of executives believe generative AI will lead to the emergence of new roles such as AI auditors and AI ethicists. With the introduction of new generative AI-based roles, 68% of executives believe that integration of the technology into the workforce will require significant investment in upskilling and cross-skilling of talent.

Most organisations understand the need for sustainable generative AI

Nearly 80% of organisations understand the criticality of implementing and scaling generative AI sustainably. Alongside this, 78% of enterprises understand that generative AI can have a larger carbon footprint than traditional IT programs. However, out of the organisations that plan to train their own models (8%), roughly half have taken steps to mitigate their environmental impact, highlighting the need for more concrete efforts towards sustainability.

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A range of further benefits within three years

Within three years’ time, and following the successful implementation of AI, business executives foresee a range of business benefits. The executives believe that AI integration will lead to an 8% increase in sales and a 7% decrease in costs. Alongside this, those surveyed indicated that they could expect to see a 9% improvement in both customer engagement and satisfaction, and operational efficiency.

“Generative AI is a transformational force for innovation in organisations, accelerating industry specific use cases to create value, and it’s no surprise that it’s already at the top of the agenda of virtually every large organisation,” comments Franck Greverie, Chief Portfolio Officer and Group Executive Board Member at Capgemini. “While generative AI can enable numerous benefits for businesses and employees alike, adopting a human-centric approach while scaling the technology and implementing necessary guidelines will be the key to fostering trust in the workplace. As businesses accelerate their generative AI journeys, they must prioritise implementing it sustainably across the organisation.”

The high-tech industry is leading the way in generative AI integration

Business executives in the high-tech industry are the ones most convinced (84%) strangley enough, that the overall impact of generative AI will be positive. Nearly 70% of executives in the tech industry said their organisations have generative AI pilots underway, and 18% state that they have already implemented AI across some locations or business departments. The top two use cases are 3D modelling for detailed shapes and predictive maintenance.

The majority (67%) of executives across sectors see the most potential for generative AI in the IT function – this is particularly true within the high-tech sector which holds the largest percentage of executives (86%) saying their organisation is using or plans to use generative AI in IT. Other areas where executives see generative AI driving value are sales (54%), and marketing and communications (48%).

The rise of generative AI will create many new roles and will require dedicated investment in upskilling

According to 69% of organisations, AI will begin to provide concepts and initial designs for projects and, as such, employees’ roles will shift away from ideation and creation, to review and refinement. This sentiment was also echoed by consumers, with 70% saying that they believe generative AI will make them more efficient at work, free them from routine tasks and enable them to explore more strategic aspects of their job.[2]

The research reveals that 69% of executives believe generative AI will lead to the emergence of new roles such as AI auditors and AI ethicists. With the introduction of new generative AI-based roles, 68% of executives believe that integration of the technology into the workforce will require significant investment in upskilling and cross-skilling of talent.

Most organisations understand the need for sustainable generative AI

Nearly 80% of organisations understand the criticality of implementing and scaling generative AI sustainably. Alongside this, 78% of enterprises understand that generative AI can have a larger carbon footprint than traditional IT programs. However, out of the organisations that plan to train their own models (8%), roughly half have taken steps to mitigate their environmental impact, highlighting the need for more concrete efforts towards sustainability.

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·!– /wp:paragraph –>

A range of further benefits within three years

Within three years’ time, and following the successful implementation of AI, business executives foresee a range of business benefits. The executives believe that AI integration will lead to an 8% increase in sales and a 7% decrease in costs. Alongside this, those surveyed indicated that they could expect to see a 9% improvement in both customer engagement and satisfaction, and operational efficiency.

“Generative AI is a transformational force for innovation in organisations, accelerating industry specific use cases to create value, and it’s no surprise that it’s already at the top of the agenda of virtually every large organisation,” comments Franck Greverie, Chief Portfolio Officer and Group Executive Board Member at Capgemini. “While generative AI can enable numerous benefits for businesses and employees alike, adopting a human-centric approach while scaling the technology and implementing necessary guidelines will be the key to fostering trust in the workplace. As businesses accelerate their generative AI journeys, they must prioritise implementing it sustainably across the organisation.”

The high-tech industry is leading the way in generative AI integration

Business executives in the high-tech industry are the ones most convinced (84%) strangley enough, that the overall impact of generative AI will be positive. Nearly 70% of executives in the tech industry said their organisations have generative AI pilots underway, and 18% state that they have already implemented AI across some locations or business departments. The top two use cases are 3D modelling for detailed shapes and predictive maintenance.

The majority (67%) of executives across sectors see the most potential for generative AI in the IT function – this is particularly true within the high-tech sector which holds the largest percentage of executives (86%) saying their organisation is using or plans to use generative AI in IT. Other areas where executives see generative AI driving value are sales (54%), and marketing and communications (48%).

The rise of generative AI will create many new roles and will require dedicated investment in upskilling

According to 69% of organisations, AI will begin to provide concepts and initial designs for projects and, as such, employees’ roles will shift away from ideation and creation, to review and refinement. This sentiment was also echoed by consumers, with 70% saying that they believe generative AI will make them more efficient at work, free them from routine tasks and enable them to explore more strategic aspects of their job.[2]

The research reveals that 69% of executives believe generative AI will lead to the emergence of new roles such as AI auditors and AI ethicists. With the introduction of new generative AI-based roles, 68% of executives believe that integration of the technology into the workforce will require significant investment in upskilling and cross-skilling of talent.

Most organisations understand the need for sustainable generative AI

Nearly 80% of organisations understand the criticality of implementing and scaling generative AI sustainably. Alongside this, 78% of enterprises understand that generative AI can have a larger carbon footprint than traditional IT programs. However, out of the organisations that plan to train their own models (8%), roughly half have taken steps to mitigate their environmental impact, highlighting the need for more concrete efforts towards sustainability.