New study finds CMOs embracing GenAI despite knowledge gap [Video]

Marketers leading the way on adoption of GenAI compared to colleagues in IT; CMOs leaving money on the table by not fully understanding potential of GenAI

CARY, N.C., Sept. 10, 2024 /PRNewswire/ — A new global study, Marketers and GenAI: Diving Into the Shallow End from SAS and Coleman Parkes Research, reveals that while 90 percent of organizations plan to invest in generative AI for marketing in 2025, 90 percent of CMOs admit that they do not fully understand GenAI or its potential impact on business processes.

This lack of detailed understanding of GenAI among senior decision makers in marketing may be hindering the eventual adoption of more sophisticated uses of GenAI – uses that could translate to improved organizational efficiencies, sustained marketing effectiveness and ultimately a sustained competitive …