The year 2023 was characterised by the hype around ChatGPT and Generative Artificial Intelligence (GenAI). This initial hype is now being followed by a new phase: the productive implementation of these powerful efficiency levers. Potential use cases are being scrutinised for their practical suitability. Strategically minded managers are calculating the benefits. Corporations are adapting their strategies.
How great is the potential of GenAI in marketing? The answer is particularly high. According to a study by Bain, marketing and PR are among the five functions with the greatest potential productivity gains. Here, GenAI-based automation saves an average estimated 32% of working time. This is time that is effectively gained which marketing teams can use for things like new growth initiatives.
GenAI tools can improve employee productivity by 100% (BCG). Let's take a closer look at what's behind this and why this technology is so exciting for marketing managers.