Leading

the future.
CMOs perspectives on AI-powered B2B marketing.

Presented by
Contents
Introduction 03

The future of scaling marketing operations with the use of AI 03

Executive summary 04

Methodology 05

About the participants 06

Key Insights 08

Insight 1 – We all know that AI is here to stay 09

Insight 2 – AI is integrated into our marketing activities 10

Insight 3 – AI is widely adopted I text-based content production 12

Insight 4 – AI in image production needs to level up 15

Insight 5 – Video production with AI is still in beta 18

Insight 6 – AI is an endless source of creativity and ideas 21

Insight 7 – GenAI for data analysis 24

Insight 8 – AI policies being rolled out for companies 28

Insight 9 – AI increases operational efficiency 30

Insight 10 – AI reduces marketing costs and optimizes budgets 32

Insight 11 – Creativity is a mixed bag with AI 34

Insight 12 – AI requires less but more skilled marketers 36

Insight 13 – AI can help with personalization and customization 38

Insight 14 – Data privacy and security are a major concern with AI 40

Insight 15 – Efficiency and speed are where AI can shine the most 42

What can you do? 44

About Intercept Scale 47

PAGE 2
INTRODUCTION Marketing AI Institute CEO, Paul Roetzer predicts
that there’ll be three kinds of marketing companies in
the age of AI. First are the “AI natives”, companies

The future with AI woven into their DNA from the start. Then
there’s the “AI emergent”, businesses that can roll
with the punches and adapt to the changes
effectively. Finally, there’s what he calls the

of scaling “obsolete”, the organizations that stand still and watch

while their competition gets smarter and faster
around them. For mid-sized and enterprise-level
organizations, getting caught in that last category is

marketing not an option.

AI has well and truly arrived, and like it or not, your

marketing operations will never be the same again.

operations But the successful marketing teams of the future

won’t just be passengers in this AI revolution—they’ll
be driving change from the front seat. They’ll use
data-driven insights, personalized customer

with the experiences, and unparalleled efficiency to set new

standards and reach new heights.

AI will enable a shift towards hyper-personalized

use of AI marketing strategies, processing vast amounts of

data to deliver tailored messaging campaigns at
scale. Decisions will become truly data-driven, with
real-time analytics and forecasting giving marketing
leaders the insights to act with confidence. By
integrating AI into their decision-making processes,
marketing teams will be able to test hypotheses,
optimize campaigns on the fly, and allocate resources
more efficiently, all while driving better outcomes and
maximizing return on investment (ROI).

The structure of marketing teams, as well as the roles

within them, will need to evolve to meet new
demands. The marketing team of the future will be
faster, leaner, and more adaptive. AI will take over
routine tasks like data analysis, content generation,
and customer segmentation, leaving human
marketers to focus on the things we do best—working
creatively, thinking strategically, and building better
relationships. We’ll see new hybrid roles emerge,
requiring new skillsets and opening up new career
paths. Meanwhile, leadership will be instrumental in
fostering a culture that embraces AI as a partner to
human marketers, not a replacement.

The organizations that embrace AI today will be the

ones that thrive tomorrow. The challenge for
marketing leaders is figuring out how to integrate AI
into their operations seamlessly, without losing that
all-important human touch.

If you’re ready to learn how that’s possible, then

read on.

PAGE 3
 Actionable recommendations for leaders include:

Executive • Investing in AI-driven personalization and

automation to enhance marketing efficiency and

Summary
effectiveness.
• Implementing robust data privacy protocols and
ethical guidelines to mitigate the risks associated
with AI use.
• Prioritizing upskilling initiatives to ensure teams
are equipped to leverage AI technologies fully.

This study offers a clear and concise overview of how In summary, GenAI presents both opportunities and
Generative AI (GenAI) is transforming marketing challenges for B2B marketers. With the right
practices in B2B organizations. Drawing from a strategies and leadership, organizations can harness
robust mix of qualitative interviews with marketing AI’s potential to drive significant improvements in
leaders and a quantitative survey, the findings marketing performance while managing the
highlight key trends, opportunities, and challenges associated risks.
that leaders need to consider as they integrate AI into
their strategies. This study provides the insights and
recommendations necessary for making informed
Key insights reveal that GenAI is already making decisions in this rapidly evolving area.
significant inroads in areas such as content creation,
campaign execution, and customer engagement.
Most marketing professionals are leveraging AI to
improve the speed and accuracy of their marketing
efforts, with tools like OpenAI's ChatGPT, Adobe
Firefly, Jasper, and various other AI-driven platforms
becoming integral to daily operations. These tools are
not only enhancing efficiency but also enabling more
personalized and impactful marketing experiences.

However, the study also underscores important

concerns. There is a strong awareness of the risks
associated with AI, particularly in terms of data
privacy, security, and the amplification of biases.
Many respondents expressed apprehension about
over-reliance on AI, fearing it could diminish human
creativity and introduce ethical challenges. Despite
these concerns, there is a broad consensus that the
benefits—such as faster data processing, improved
customer interactions, and cost reductions—are
compelling enough to drive continued
investment in AI.

The role of leadership is crucial in navigating this

evolving landscape. As AI continues to reshape the
marketing function, leaders must balance the need for
innovation with a commitment to ethical practices and
employee development. This includes addressing the
potential for job displacement and expanding the
skills of their teams to work effectively alongside AI
tools. Leaders are encouraged to adopt a proactive
approach, focusing on upskilling, transparent
communication, and fostering a collaborative
environment where AI and human creativity can
coexist and thrive.

PAGE 4
Methodology
This study was designed to provide a comprehensive
understanding of the current and potential impact of
GenAI on marketing practices, specifically within B2B
organizations in the United States and Canada. To
achieve this, we employed a mixed-methods
approach, combining both qualitative and quantitative
research techniques.

The qualitative aspect of the study involved

conducting short online interviews with marketing
leaders. These interviews allowed us to gather in-
depth insights into the perspectives and experiences
of senior marketing professionals, providing a
nuanced understanding of how GenAI is being
perceived and utilized at the strategic level.
The quantitative portion of the study was conducted
through an extensive online survey, which was
distributed over a three-month period from June to
August 2024. The survey targeted a carefully
selected list of marketing executives from various
industries, ensuring that the respondents were
representative of the broader B2B marketing
landscape. The survey consisted of detailed
questions designed to capture a wide range of data,
including the respondents’ familiarity with GenAI, the
specific AI tools they use, their satisfaction levels, and
their perspectives on the benefits and challenges
associated with AI in marketing. This quantitative data
provided a solid foundation for analyzing the
prevalence and impact of AI-driven strategies across
different company sizes and sectors.

In addition to collecting and analyzing the data, we

also integrated our findings with current market
trends and our own expertise in AI and marketing.
This allowed us to not only present the insights
gathered from the study but also to provide a
comprehensive analysis and actionable
recommendations tailored to the needs of B2B
marketers.

Our approach ensures that this study is not just a

reflection of the current state of AI in marketing but
also a forward-looking guide that helps organizations
navigate the evolving landscape of AI technologies.
By combining qualitative insights, quantitative data,
and expert analysis, this study offers a holistic view of
how GenAI is reshaping the marketing industry and
provides practical guidance for leveraging AI to drive
business success.

PAGE 5
About the participants
This analysis reflects insights gathered from 257 respondents, all of whom hold marketing roles within B2B companies
based in the United States and Canada. The data offers a comprehensive view of the respondents' company sizes,
roles, and industries, providing valuable context for understanding the broader trends and perspectives highlighted in
this study.

Company size
The respondents come from a diverse range of
company sizes. A significant portion (22.7%)
represents medium-sized companies with 200-499
employees, while smaller companies with fewer than
50 employees and larger organizations with over
5,000 employees also have notable representation at
17.2% and 15.6%, respectively. This distribution
highlights how different-sized enterprises are
engaging with AI to drive marketing innovation. 23% are employed at
companies with
200-499 employees.

21% are from companies

with 1000-4999 employees.

17% of respondents work at

companies with fewer than
50 employees.

17% work in companies

with 500-999 employees.

16% work in larger

organizations with 5000 or
more employees.

7% are from companies

with 50-199 employees.
Roles in the organization Industry representation
Most respondents occupy senior roles, with 25.3% Respondents represent a wide array of industries,
being C-Level Executives and 44.4% serving as demonstrating the broad applicability of GenAI across
Directors, underscoring the strategic importance of sectors. The technology (14.8%) and professional
marketing in their organizations. This concentration of services (13.7%) sectors lead the way, followed by
high-level decision-makers suggests that the insights retail/e-commerce (12.5%), manufacturing (10.9%),
collected are highly reflective of those directly and media/entertainment (8.6%). Other sectors such
shaping and executing marketing strategies. The as healthcare/pharmaceuticals, finance/banking, and
presence of 10.9% Managers adds further depth to telecommunications also feature, illustrating the
understanding AI’s impact on day-to-day marketing cross-industry relevance of AI-driven marketing
operations. strategies.

25% are C-Level Executives

(e.g., CEO, CMO).
Technology
Professional
Services

15% 14%
are the most represented industries, followed by:
20% hold Vice President roles.

Retail /
E-commerce 13%

45%
are Directors, reflecting a
significant portion of
decision-makers
Manufacturing
11%
Media /
Entertainment 9%
are Managers who likely
11% oversee the execution of
marketing strategies. Healthcare /
Pharmaceuticals 6%
Finance / Banking
4%
Other industries such as Telecommunications, Food
and Beverage, and Energy/Utilities are also
represented, albeit to a lesser extent.

PAGE 7
Key
insights
The diversity in company sizes, roles, and industries provides a robust foundation
for the insights detailed in this study. It highlights the varied approaches and
considerations that organizations of different scales and sectors must take into
account when integrating GenAI into their marketing strategies.

This rich mix of perspectives ensures that the insights are relevant to a wide
audience, offering valuable guidance for organizations looking to leverage AI to
enhance their marketing efforts.

PAGE 8
INSIGHT 1 This widespread knowledge could be due to the rapid
adoption of AI-driven tools in marketing, content
creation, and customer service.

We all know Our recommendations based on this insight:

that AI is Learn by doing

With most respondents already familiar with

GenAI, you can start encouraging

here to stay employees to experiment with AI tools in

innovative ways. The more your team
explore the tools, the more surprised you’ll
be by what they discover.

How familiar are you with

Generative AI? All hands on deck

With AI poised to transform every part of

Very your marketing operations, you can’t afford
familiar to leave anyone on your team behind. Offer
support and training to plug knowledge gaps
Somewhat and bring everyone to the same level.
familiar 47%
45% Stay focused on scaling
Neutral
Innovation doesn’t happen in silos. With
4% every pilot you conduct, think about how
Somewhat
familiar
Very
unfamiliar
your processes can be applied more widely
to your marketing operations.
2% 1%

The majority of respondents (47.3%) identified as

being very familiar with GenAI, with another 45.3%
reporting that they are somewhat familiar. A small
portion, 4.3%, remain neutral, while only 2.3% are CASE STUDY
somewhat unfamiliar. The smallest group, at just
0.8%, reported being very unfamiliar with GenAI.
Adobe integrated Generative AI through Adobe
Sensei into its Creative Cloud suite to enhance both
This suggests a broad awareness and understanding
productivity and creativity for its users. This AI tool
of GenAI among the surveyed population.
automates repetitive tasks, suggests design
elements, and generates content variations, enabling
This data reveals that GenAI is no longer a niche
users to focus on more creative and strategic work.
concept—it’s well-known and increasingly integrated
With Sensei, users can improve project turnaround
into the professional environments of most
times and increase output, significantly enhancing
respondents.
the value of Creative Cloud and boosting satisfaction.
With nearly 93% indicating at least some level of
familiarity, it’s clear that GenAI is becoming
foundational across various industries. Learn more

PAGE 9
INSIGHT 2 Text generation is the most common use of GenAI
tools in marketing, with 78% of respondents utilizing
AI for content creation and email writing. Data

AI is analysis and insights follow closely, with 61.7% of

respondents using AI to enhance their data-driven
decisions.

integrated Image generation is also popular, with 60.7% using AI

to create visuals for campaigns. Conversational AI,
such as chatbots and customer support tools, is
employed by 56.1% of respondents, while video

into our generation, though less common, is still used by

34.6% of respondents.

The data highlights a significant trend: GenAI is

marketing predominantly being used to streamline and enhance

content-related tasks in marketing.

Text generation is the top use case, reflecting the

activities increasing reliance on AI to produce high volumes of

content quickly and efficiently. This trend suggests
that marketing teams are recognizing the value of AI
in managing the demands of content creation, which
is often resource-intensive.

For which of the following tasks do

you use Generative AI tools in your
marketing efforts? (Select all that apply)

Text generation
(e.g., content creation, email writing)
78%

Conversational AI
(e.g., chatbots, customer support)
56%

Image generation
(e.g., creating visuals for campaigns)
61%

Data analysis and insights

(e.g., chatting with your data)
62%

Video generation
(e.g., creating promotional videos)
35%

PAGE 10
Our recommendations based on this insight:

Prioritize AI in content creation CASE STUDY

With text generation leading the pack, focus Sephora used Generative AI to create personalized
on deploying AI tools that can automate and product recommendations, develop targeted email
enhance your content production processes. campaigns, and offer virtual try-on experiences based
This will free up your team to focus on more on detailed customer data. By tracking customer
strategic tasks. preferences, Sephora is able to boost engagement
rates, increase sales, and enhance customer loyalty
while also responding to market trends and customer
preferences for an elevated shopping experience.

Explore underutilized areas

If your organization isn’t yet leveraging AI for Learn more

image generation or data analysis, consider
pilot projects in these areas. The potential
for improved efficiency and creative output
is significant.

Enhance customer interactions

With over half of respondents using AI for

conversational purposes, there’s an
opportunity to further refine and expand
these capabilities. Invest in advanced
conversational AI to improve customer
support and engagement.

PAGE 11
INSIGHT 3

AI is widely adopted
in text-based
content production
Which Generative AI tools are you currently using for text generation?
(Select all that apply)

75% 44% 25% 20% 20% 15% 10% 7% 22% 4% 21%

OpenAI Google Meta AI GPT- Jasper AI Copy.ai Writer Writesonic Perplexity AI Microsoft Claude 3
ChatGPT Gemini (Llama) Neo/GPT-J Copilot (Anthropic)
(EleutherAI)

PAGE 12
How satisfied are you with Generative AI tools you use for text generation?

0% 2% 15% 55% 28%

Very dissatisfied Dissatisfied Neutral Satisfied Very satisfied

What benefits have you What frustrations have you

experienced from using Generative experienced from using Generative
AI tools for text generation? AI tools for text generation?
(Select all that apply) (Select all that apply)

Improved content quality 60%

Inaccurate Dependence on
outputs quality of input data

Faster content creation 75%

60% 42%
Enhanced creativity 63%

Limited Repetitive or
customization unoriginal content
Cost savings 43%

Better SEO performance 41%

33% 50%
Increased personalization 35%
Lack of integration Ethical concerns (e.g.,
with other tools biases in content)

35% 38%
Steep learning curve High costs

23% 13%
PAGE 13
Among the 163 respondents, OpenAI's ChatGPT is
the most widely used tool for text generation, with
74.8% of respondents incorporating it into their
workflows. Google Gemini is in second place, utilized
by 44.2% of respondents, followed by tools like
Perplexity AI (22.1%), Claude 3 by Anthropic
(20.9%), and Jasper AI (20.2%).

Regarding satisfaction, 55.4% of the 168 respondents

report being satisfied with their AI tools, while 28%
are very satisfied and only 1.8% are dissatisfied. The
key benefits of AI tools include faster content creation
(75.4%), enhanced creativity (62.9%), and improved
content quality (59.9%). However, primary
frustrations include inaccurate outputs (59.7%) and
repetitive content (49.7%). Perfect your prompts
The widespread adoption of OpenAI’s ChatGPT
Talking to AI is a lot like learning a new
reflects its dominance and effectiveness in the field of
language. Your team needs to be fluent
text generation. With such a significant portion of
before they can start having meaningful
respondents relying on it, it’s clear that ChatGPT has
conversations—and making meaningful
set a high standard in the industry. Other tools like
content. This report digs deeper into the
Google Gemini and Jasper AI are also making
science behind prompting to provide in-
notable inroads, indicating that while ChatGPT leads,
depth insights on talking to AI.
there is still room for competition and specialization.

The high satisfaction levels underscore the

effectiveness of these tools in meeting user needs,
particularly in terms of speed and creativity. However, Invest in integration and training
the recurring issues of inaccurate outputs and
repetitive content highlight ongoing challenges that Ensure that your AI tools are well-integrated
must be addressed. with existing systems and provide ongoing
training to help your team overcome the
Our recommendations based on this insight: learning curve and fully leverage
AI capabilities.

Start with upcycling

If you’re not ready for AI to take over content

generation, try testing the water by upcycling
existing content for new purposes. It’ll give
you a chance to see the strengths and CASE STUDY
weaknesses of your text generation tools.
HubSpot integrated Generative AI into its content
marketing process to streamline the creation of blog
posts, email campaigns, and social media content.
The integration allows for more efficient production of
high-quality, customized content and improved
audience engagement. With AI, HubSpot found it
could execute more frequent and effective marketing
campaigns by increasing content output and reducing
production time.

Learn more

PAGE 14
INSIGHT 4

AI in image production
needs to level up
Which Generative AI tools are you currently using for image generation?
(Select all that apply)

42% 17% 13% 38% 12% 31% 11% 10% 9% 10% 9% 10% 2% 7%

PAGE 15
How satisfied are you with the Generative AI tools you use for image generation?

1% 8% 30% 39% 21%

Very dissatisfied Dissatisfied Neutral Satisfied Very satisfied

What benefits have you What frustrations have you

experienced from using Generative experienced from using Generative
AI tools for image generation? AI tools for image generation?
(Select all that apply) (Select all that apply)

Faster image creation 67%

Dependence on Lack of
quality of input data high-resolution options

Improved image quality 46%

36% 33%
Enhanced creativity 62%

Inaccurate Lack of integration

outputs with other tools
Increased customization 41%

Cost savings 38%

53% 26%
Ethical concerns (e.g.,
Steep learning curve
biases in images)

33% 26%
Limited customization High costs

26% 14%
PAGE 16
Among the 157 respondents, Adobe Firefly is the
most widely used Generative AI tool for image
generation, with 42% of respondents utilizing it.
Enhance tool integration
DALL-E follows closely, with 37.6% of users, and
MidJourney is used by 30.6% of respondents. Improve the integration of image generation
Satisfaction levels with these tools are generally tools with other systems in your workflow to
positive: 39.2% of the 158 respondents reported streamline processes and reduce the need
being satisfied, and 20.9% were very satisfied. for manual adjustments.

The benefits most frequently cited include faster

image creation (67.4%), enhanced creativity (61.7%),
and improved image quality (46.1%). However, key
frustrations include inaccurate outputs (53.2%),
dependence on input data quality (35.5%), and a lack
of high-resolution options (32.6%). CASE STUDY

The data underscores Adobe Firefly's strong foothold IBM used its Watson platform to revolutionize fashion
in the realm of GenAI for image creation, leading the design in collaboration with Marchesa. By integrating
pack in user adoption. Tools like DALL-E and Generative AI, IBM is able to create unique, AI-driven
MidJourney also demonstrate significant traction, designs that enhance human creativity and showcase
reflecting their effectiveness and popularity in the the powerful connection between technology and
creative process. artistic expression.

The overall satisfaction levels suggest that these

tools are meeting the needs of most users, Learn more
particularly in speeding up image production and
enhancing creative output. However, the recurring
issues, such as inaccurate outputs and the need for
high-resolution images, indicate that there are still
challenges to be addressed.

Our recommendations based on this insight:

Keep testing

It’s often said that todays AI tools are the worst

they’ll ever be. Text generation is further along
in development than image generation, but it’s
still worth experimenting with tools like Adobe
Firefly, DALL-E and Midjourney.

Address quality concerns

Prioritize the accuracy and resolution of AI-

generated images. Implement quality control
processes to ensure outputs meet the
necessary standards.

PAGE 17
INSIGHT 5

Video production with

AI is still in beta
Which Generative AI tools are you currently using for video generation?
(Select all that apply)

21% 21% 21% 16% 22% 15% 15% 20% 22% 13% 13% 20% 10% 8% 3%

PAGE 18
How satisfied are you with the Generative AI tools you use for video generation?

3% 5% 50% 23% 19%

Very dissatisfied Dissatisfied Neutral Satisfied Very satisfied

What benefits have you What frustrations have you

experienced from using Generative experienced from using Generative
AI tools for video generation? AI tools for video generation?
(Select all that apply) (Select all that apply)

Improved video quality 52%

Long rendering Dependence on quality
times of input data

Faster video creation 65%

33% 32%
Enhanced creativity 49%

Ethical concerns (e.g., Inaccurate

biases in videos) outputs
Increased customization 38%

Cost savings 38%

27% 37%
Steep learning curve High costs

37% 25%
Lack of integration
with other tools

25%
PAGE 19
Among the 95 respondents, video generation tools
such as Veed.io, Pictory, and Runway ML each hold
a usage rate of approximately 21%. InVideo and
Synthesia are also popular, with 22.1% of
respondents using these tools.

Satisfaction levels among the 130 respondents are

varied, with 50% reporting a neutral experience, while
23.1% are satisfied, and 19.2% are very satisfied.
The most cited benefits include faster video creation
(64.8%), improved video quality (52.3%), and
enhanced creativity (48.9%). However, respondents
also reported frustrations such as long rendering
times (32.9%), inaccurate outputs (36.5%), and a
steep learning curve (36.5%).

The data shows that video generation using GenAI is

still in a relatively early stage of adoption, with tools
like Veed.io, Pictory, and Runway ML being equally
popular among respondents. This suggests that the
market is still exploring the best tools for video
content creation, with no single tool emerging as the
clear leader.

The satisfaction levels indicate a mixed experience

where users appreciate the speed and creativity
enhancements but are also facing significant
challenges, particularly with the quality of outputs and Optimize for quality
the complexity of using these tools.
To overcome frustrations with rendering times
Our recommendations based on this insight: and inaccurate outputs, invest in tools or
upgrades that offer better processing power
and accuracy. Regularly review the outputs to
Select versatile tools ensure they meet the necessary standards.

Focus on adopting video generation tools that

balance ease of use with output quality.
Consider tools like InVideo and Synthesia,
which have shown slightly higher usage and
satisfaction rates.
CASE STUDY

Language education company Berlitz leveraged

Generative AI to scale up its instructional video
Provide training production. Creating video content in multiple
languages was traditionally a resource-intensive and
Address the steep learning curve by offering costly process. However, by implementing
targeted training sessions to help users Generative AI, Berlitz produced high-quality, AI-
become proficient with these tools. This will generated video lessons led by virtual instructors.
help reduce the time spent on troubleshooting These videos provided the same instructional
and increase overall satisfaction. benefits as those created with human instructors but
at a fraction of the time and cost.

Learn more

PAGE 20
INSIGHT 6

ChatGPT leads the

conversation with AI
Which Generative AI tools are you currently using for conversational AI?
(Select all that apply)

72% 25% 24% 19% 13% 8% 8% 5% 4% 8% 4% 4% 3% 3% 1% 1%

PAGE 21
How satisfied are you with the Generative AI tools you use for conversational AI?

1% 4% 28% 41% 26%

Very dissatisfied Dissatisfied Neutral Satisfied Very satisfied

What benefits have you What frustrations have you

experienced from using Generative experienced from using Generative
AI tools for conversational AI? AI tools for conversational AI?
(Select all that apply) (Select all that apply)

Faster response times 61% Poor handling of Dependence on

complex queries quality of input data

Increased automation 47% 38% 30%

Improved customer
42% Limited Inaccurate
interactions
customization outputs

Enhanced customer
satisfaction
35% 31% 35%
Cost savings 33% Lack of integration Ethical concerns (e.g.,
with other tools biases in interactions)

None of the above 15% 26% 23%

High costs Steep learning curve

15% 14%
None of the above

19%
PAGE 22
Among the 143 respondents, ChatGPT is the most
commonly used tool for conversational AI, with 72%
of respondents relying on it. Microsoft Azure Bot
Focus on integration
Service (24.5%) and IBM Watson Assistant (23.8%)
also see significant usage, while other tools like To address issues with tool integration,
Amazon Lex (18.9%) and Boost.ai (12.6%) are less ensure that your conversational AI systems
commonly used. are seamlessly connected with other business
tools and platforms. This will lead to more
Satisfaction levels among the 160 respondents are efficient workflows and improved data flow
relatively high, with 41.3% satisfied and 26.3% very across systems.
satisfied. The benefits experienced include faster
response times (60.5%) and increased automation
(47.1%), though some frustrations were noted,
particularly with poor handling of complex queries
(38.1%) and inaccurate outputs (34.8%).

ChatGPT's dominance in the conversational AI space CASE STUDY

highlights its effectiveness and reliability, making it
the go-to choice for many professionals. The Autodesk has integrated Generative AI into its
significant usage of tools like Microsoft Azure Bot Fusion 360 platform, empowering designers and
Service and IBM Watson Assistant indicates that engineers to generate multiple design iterations
while ChatGPT leads, there is still room for other based on specific parameters like materials,
tools that offer specialized features or integrations. manufacturing methods, and performance
The high satisfaction levels suggest that these tools requirements. This AI-influenced tool allows
are meeting the basic needs of users, particularly in professionals to explore a broader range of creative
terms of speed and automation. However, the solutions and optimize designs efficiently, achieving
frustrations related to complex queries and output results that would be both challenging and time-
accuracy indicate that there is still room for consuming with traditional methods.
improvement, especially in handling more
sophisticated or nuanced interactions.
Learn more
Our recommendations based on this insight:

Leverage ChatGPT’s strengths

Given its widespread use and high

satisfaction, consider expanding the use of
ChatGPT across more customer touchpoints.
Its proven effectiveness can help streamline
customer interactions.

Improve handling of
complex queries

Invest in advanced AI tools or configurations

that can better manage complex queries and
provide more accurate responses. This will
enhance the overall customer experience and
reduce frustration.

PAGE 23
INSIGHT 7

GenAI is proving its

worth in data analysis
Which Generative AI tools are you currently using for data analysis and insights?
(Select all that apply)

75% 41% 33% 16% 15% 1% 1% 1%

OpenAI Microsoft Google Gemini IBM Watson Einstein GPT Perplexity AI Claude 3 Akkio
ChatGPT Copilot Studio (Anthropic)

PAGE 24
How satisfied are you with the Generative AI tools you use for data
analysis and insights?

1% 6% 33% 40% 20%

Very dissatisfied Dissatisfied Neutral Satisfied Very satisfied

What benefits have you experienced What frustrations have you

from using Generative AI tools for experienced from using Generative AI
data analysis and insights? tools for data analysis and insights?
(Select all that apply) (Select all that apply)

Faster data processing 62% Dependence on Difficulty in handling

quality of input data large datasets

Improved data accuracy 43% 38% 34%

Ethical concerns
Enhanced insights 46% Lack of integration
(e.g., biases in data
with other tools
interpretation)

Better decision-making 37% 33% 25%

Cost savings 30% Inaccurate
Steep learning curve
outputs

None of the above 15% 34% 25%

Limited customization High costs

21% 9%
None of the above

18%
PAGE 25
Out of 145 respondents, 75.2% use OpenAI ChatGPT
for data analysis and insights, making it the most
popular tool in this category. Microsoft Copilot is also
widely used by 41.4% of respondents, followed by
Google Gemini at 33.1%. Tools like IBM Watson
Studio (15.9%) and Einstein GPT (14.5%) have
smaller but notable user bases. Satisfaction levels
are generally positive, with 39.9% of the 158
respondents expressing satisfaction and 20.3% being
very satisfied.

The benefits most frequently experienced include

faster data processing (61.5%), enhanced insights
(46.2%), and improved data accuracy (42.9%).
However, common frustrations include dependence
on quality input data (37.7%) and difficulties in
handling large datasets (34.4%).

The data indicates that OpenAI ChatGPT is not only a

versatile tool but also a preferred choice for data
analysis, underlining its utility across multiple
domains. The significant adoption of Microsoft Copilot
and Google Gemini suggests that these tools offer
valuable features that complement or enhance the
capabilities of ChatGPT. The satisfaction rates
indicate that these tools are meeting user
expectations, particularly in speeding up data
processing and providing valuable insights. However,
the challenges related to data quality and handling
large datasets highlight areas where these tools Enhance tool integration
might fall short, suggesting a need for more robust
data management solutions. Work on better integrating AI tools with your
existing systems to ensure seamless data
Our recommendations based on this insight: flow and more accurate outputs. This will
improve the overall efficiency of your data
analysis processes.

Maximize ChatGPT and Copilot

Given their widespread use, continue to

integrate these tools into your data analysis
workflows. Focus on optimizing their use for
faster data processing and deeper insights. CASE STUDY

Cognizant implemented Generative AI to improve

data management and analysis for large enterprises.
Improve data management For a major airline, they developed a Generative AI-
powered SQL generator that automates complex
query writing. This tool significantly increased
Address issues related to data quality and
efficiency, boosting productivity by 80%, reducing
large datasets by investing in complementary
manual work, and improving decision-making
data management solutions. This will
processes.
enhance the effectiveness of your AI tools and
reduce user frustration.
Learn more

PAGE 26
Q&A Asma Aziz
Americas Marketing Director,
Intel Corporation

Can you share an example of an As a marketing leader, what are

01 AI-driven marketing campaign
that has delivered significant
02 your hopes or concerns for how
marketing will evolve in the next
results for your team? 6-12 months with improved
AI capabilities?
AI is transforming marketing by enabling
personalization, optimization, and AI is key for automating routine tasks,
automation. At the Paris 2024 Olympic enhancing efficiency, and enabling
Games, Intel's AI technologies powered personalized campaigns by analyzing
interactive fan experiences, supported vast customer data for better
8K livestreaming, and enabled faster, engagement. While AI won’t replace
customized content delivery. AI also jobs, it will enhance productivity and
preserved Olympic history through 3D allow more focus on creative problem-
modeling, enhancing content solving. The goal is to use AI responsibly
engagement and accessibility. to create value and prosperity.

What do you think the major Looking forward, how do you

03 challenges are when it comes to
adding AI to an already
04 think the role of marketing will
change over the next 3-5 years?
established marketing team?
Marketing professionals will need to
Challenges include resistance to blend creative thinking with analytical
change, skill gaps, and ethical concerns. skills, using AI to refine strategies based
To minimize these, foster a learning on real-time data. A deep understanding
culture, provide training, address data of data analytics and ethical
privacy issues, and start with pilot considerations will be crucial as AI-
programs to test AI on a smaller scale driven personalization becomes
while ensuring strong more sophisticated.
leadership support.

PAGE 27
INSIGHT 8 Are you using any Generative AI tools
for work purposes that are not

AI policies officially authorized or licensed by

your company?

need an
awareness
boost “Yes, I use tools with a
personal license”

Does your company have an AI

policy that specifies which
Generative AI tools can and
36%
cannot be used?

“Yes, I use free or trial

26% versions of tools”
“No, my company does
not have an AI policy”

24%
2%
“I am not sure”

“No, I only use tools

authorized and licensed
by my company”

15% 57% 40%

“Yes, but I am not aware “Yes, and I am aware
of the specific tools” of the specific tools”

PAGE 28
Out of 212 respondents, 57.1% reported that their
company has an AI policy specifying which GenAI
tools can be used, and they are aware of the specific
Enforce compliance
tools allowed. Another 15.1% indicated that their
company has a policy, but they are not aware of the Implement monitoring and compliance
details. Notably, 25.9% stated that their company measures to ensure that employees are
does not have an AI policy, and 1.9% are unsure. adhering to AI policies. This can help
When it comes to compliance, 35.8% of respondents prevent potential security risks and ensure
admitted to using tools with personal licenses, while that all AI tools used are consistent with
23.6% use free or trial versions. Interestingly, 40.6% company standards.
only use tools that are authorized and licensed by
their company.

The data reveals that while a majority of

organizations have established AI policies, there is
still a significant portion of companies that either lack
such policies or have employees who are not fully CASE STUDY
aware of them. This suggests a potential gap in policy
communication and enforcement within Accenture developed a comprehensive AI policy,
organizations. The fact that over a third of known as the "Responsible AI Compliance Program,"
respondents use tools with personal licenses and to govern the ethical use of AI across the
nearly a quarter rely on free or trial versions indicates organization. This program includes establishing AI
that many employees may be bypassing official governance, conducting risk assessments, enabling
protocols either due to a lack of available tools or a systematic AI testing, and ensuring ongoing
preference for familiar or accessible alternatives. This monitoring and compliance. As a result, Accenture is
can lead to risks such as data security breaches, building trust with clients and stakeholders,
compliance issues, and inconsistent tool maximizing its AI investments, and firmly positioning
performance. itself as a leader in responsible AI usage.

Our recommendations based on this insight:

Learn more

Strengthen policy communication

Ensure that AI policies are clearly

communicated to all employees. Regular
updates and training sessions can help keep
everyone informed about which tools are
approved for use.

Address tool availability

If employees are using personal or

unauthorized tools, it may indicate that the
company’s approved tools are insufficient or
lacking in some areas. Evaluate the
available tools and consider expanding the
list of approved options.

PAGE 29
INSIGHT 9

AI is driving key
day-to-day
marketing activities
How are you using Generative AI tools in your day-to-day workflow?
(Select all that apply)

Writing and editing content (e.g., blog posts, articles) 66%

Developing sales and marketing collateral 51%

Designing advertisements and promotional materials 40%

Generating marketing reports 38%

Personalizing email campaigns 44%

Analyzing customer data 41%

Automating routine tasks (e.g., scheduling, reminders) 34%

Creating social media posts 40%

Conducting market research 37%

Crafting customer service responses 28%

Enhancing SEO strategies 29%

PAGE 30
Among the 211 respondents, 65.9% use GenAI tools
for writing and editing content, making it the most
common use case. Developing sales and marketing
collateral is also popular, with 50.7% of respondents
engaged in this task using AI. Personalizing email
campaigns (43.6%) and analyzing customer data
(40.8%) are other key areas where AI is integrated
into daily workflows. Additionally, tasks like designing
advertisements and promotional materials (40.3%),
creating social media posts (40.3%), and generating
marketing reports (38.4%) are frequently supported
by AI. Other significant uses include automating
routine tasks (34.1%) and conducting market
research (37.4%).

The data clearly indicates that content creation and

editing are the primary functions where GenAI is
making an impact, reflecting the technology’s
strength in automating and enhancing tasks that
require creativity and language processing. The
widespread use of AI for developing sales and
marketing collateral and personalizing
communications further underscores the growing
reliance on AI to manage and streamline customer-
facing activities. These use cases highlight AI’s role
in not only improving efficiency but also enabling
more personalized and targeted marketing efforts.

Our recommendations based on this insight:

Explore broader applications

Consider extending AI usage to other areas,

Expand AI in content creation such as automating more routine tasks or
enhancing data-driven decision-making.
Given its effectiveness in writing and editing, This can help streamline operations and
continue to leverage AI for content-heavy reduce the burden on your team.
tasks. This will enhance productivity and
allow your team to focus on more
strategic initiatives.

CASE STUDY
Enhance customer interactions
Octopus Energy leveraged Generative AI to
Utilize AI to further personalize marketing
automate the drafting of customer service email
collateral, email campaigns, and customer
responses. This approach led to an 18% increase in
service responses. This can improve
customer satisfaction compared to human-generated
customer engagement and satisfaction,
emails. The system handled a third of all customer
driving better business outcomes.
emails, allowing human agents to focus on more
complex issues and improving overall operational
efficiency.

Learn more

PAGE 31
INSIGHT 10

AI reduces
marketing costs and
optimizes budgets
How do you envision Generative AI tools will impact B2B marketing in the next 6
months? Please rate the following statements:

Generative AI will be cost-prohibitive to implement for organizations.

5% 18% 32% 30% 16%

Strongly disagree Disagree Neutral Agree Strongly agree

Generative AI will significantly reduce marketing costs

1% 8% 23% 43% 26%

Strongly disagree Disagree Neutral Agree Strongly agree

PAGE 32
Out of 206 respondents, 68.4% agree or strongly
agree that GenAI will significantly reduce marketing
Start small and scale
costs, with 42.7% agreeing and 25.7% strongly
agreeing. Conversely, only 8.7% disagree with this
To address concerns about cost-prohibitive
sentiment, and only 1% strongly disagree. On the flip
implementation, begin with pilot projects that
side, when asked if GenAI will be cost-prohibitive to
require lower upfront investment. Use these
implement, opinions were more divided. While 30.1%
projects to demonstrate the potential ROI
of respondents agree or strongly agree with the
and build confidence in AI’s value.
statement, 23.3% disagree or strongly disagree, and
31.6% remain neutral.

The data suggests that a majority of respondents are

optimistic about GenAI’s potential to reduce Monitor and adjust
marketing costs, reflecting a belief that the efficiency
gains from AI will outweigh the initial investment. This Continuously evaluate the financial impact
sentiment aligns with the broader trend of adopting AI of AI tools in your organization. Track both
to streamline processes, automate repetitive tasks, the cost savings and the expenses
and increase productivity, all of which can lead to associated with AI to ensure that the
significant cost savings in the long run. However, the benefits outweigh the costs and make
divided opinions on whether GenAI is cost-prohibitive adjustments as needed.
to implement highlight a key challenge: while the
long-term benefits are recognized, the upfront costs
and resources required for AI integration may pose a
barrier for some organizations.

For organizations, these insights underscore the

importance of a strategic approach to AI adoption.
CASE STUDY
While the potential for cost reduction is substantial,
it’s crucial to carefully assess the initial investment
Bloomreach, an e-commerce platform, implemented
and ongoing costs associated with AI tools.
Jasper AI to optimize its marketing budget by
Organizations need to weigh these costs against the
enhancing content creation processes. With a small
expected efficiency gains and cost savings to
content team struggling to meet the demand for
determine the true ROI. Additionally, considering the
marketing materials, Bloomreach used AI to scale
divided opinions on cost, it may be beneficial to start
content production efficiently, enabling them to focus
with smaller, scalable AI projects that can
on more strategic initiatives like SEO. This led to a
demonstrate value before committing to larger
113% increase in blog output and a 40% rise in
investments.
overall site traffic, demonstrating AI's capability to
drive growth while managing costs effectively.
Our recommendations based on this insight:

Learn more
Emphasize cost savings

Focus on areas where GenAI can quickly and

clearly reduce marketing costs, such as
automating routine tasks or optimizing content
creation. This can help build a strong
business case for further AI investment.

PAGE 33
INSIGHT 11

Creativity is a mixed
bag with AI
How do you envision Generative AI tools will impact B2B marketing in the next 6
months? Please rate the following statements:

Generative AI will enhance creativity in marketing strategies.

1% 3% 18% 45% 33%

Strongly disagree Disagree Neutral Agree Strongly agree

Generative AI will increase dependency on technology, reducing human creativity.

5% 24% 27% 31% 13%

Strongly disagree Disagree Neutral Agree Strongly agree

PAGE 34
Among the 206 respondents, 43.7% agree or strongly
agree that GenAI will increase dependency on
technology and reduce human creativity. Specifically,
Monitor AI usage
30.6% agree and 13.1% strongly agree with this
sentiment. On the other hand, 29.1% of respondents Be aware of the potential for over-reliance
disagree or strongly disagree with this concern, while on AI. Regularly assess the impact of AI on
27.2% remain neutral. your creative processes to ensure that it
enhances rather than diminishes human
Conversely, when asked whether GenAI will enhance input and originality.
creativity in marketing strategies, a significant
majority (77.7%) agreed or strongly agreed, with
44.7% agreeing and 32.5% strongly agreeing. Only
4.4% of respondents expressed disagreement.

The data reveals a nuanced perspective on the

impact of GenAI on creativity. While a significant CASE STUDY
portion of respondents fear that increasing
dependency on AI might stifle human creativity, an The Massachusetts Institute of Technology (MIT)
even larger majority believes that AI will enhance has explored the creative possibilities of Generative
creativity in marketing strategies. AI in art and design. During a panel discussion
hosted by MIT, experts discussed how Generative AI
This apparent contradiction suggests that while there is used to push the art and creativity boundaries,
is some apprehension about the potential downsides such as creating complex, multi-dimensional artworks
of AI—particularly the risk of over-reliance on that blend AI-generated content with human artistic
technology—many professionals also recognize the expression. MIT is leading the way by showing how
opportunities AI offers for innovation. AI’s ability to AI can be a powerful tool in generating new ideas and
handle routine tasks and generate new ideas can free creative works, transforming traditional artistic
up human creatives to focus on higher-level strategic processes.
thinking and more innovative pursuits.
Learn more
Our recommendations based on this insight:

Balance AI and human creativity

Use GenAI to handle repetitive tasks and

generate ideas, freeing up your team to
focus on creative and strategic thinking.
Ensure that AI tools are used to
complement, not replace, human creativity.

Encourage collaboration

Foster a collaborative environment where AI

tools and creative teams work together. This
can lead to more innovative and effective
marketing strategies by combining the
strengths of both AI and human creativity.

PAGE 35
INSIGHT 12

AI requires fewer
marketers with more skills
How do you envision Generative AI tools will impact B2B marketing in the next 6
months? Please rate the following statements:

Generative AI will expand an already large training and skill development gap.

1% 7% 23% 45% 24%

Strongly disagree Disagree Neutral Agree Strongly agree

Generative AI will lead to job losses in marketing roles.

3% 21% 23% 36% 16%

Strongly disagree Disagree Neutral Agree Strongly agree

How open are you to implementing AI agents to expand the bandwidth of your
current team instead of hiring additional people?

2% 9% 12% 42% 35%

Strongly disagree Disagree Neutral Agree Strongly agree

PAGE 36
The data indicates significant concern among
professionals that GenAI may lead to job losses in
marketing, reflecting broader fears about automation
and its impact on employment. At the same time,
there is an openness to implementing AI agents to
expand team capabilities without the need for
additional hires, suggesting that organizations are
already considering AI as a cost-effective alternative
to human labor. This dual perspective highlights the
potential for AI to both disrupt and enhance the
workforce, creating a complex HR landscape where
the benefits of AI-driven efficiency must be balanced
against the risks of job displacement. Furthermore,
the concern about an expanding training and skill gap
suggests that while AI offers powerful tools, it also
demands new competencies that many professionals
may not yet possess.

For organizations, these insights underscore the

importance of proactive HR strategies that address
both the opportunities and challenges presented by
AI. While AI can certainly enhance productivity and
reduce costs, it’s essential to consider the human
impact, particularly in terms of job security and skill Leverage AI to complement,
development. Investing in upskilling and reskilling not replace
programs can help bridge the gap, ensuring that
employees remain valuable as AI tools become more While AI can expand your team’s
integrated into marketing roles. Additionally, capabilities, it’s crucial to use these tools to
organizations should be transparent about their AI complement human skills rather than
adoption plans, involving employees in the process to replace them. Focus on creating roles that
mitigate fears and build a more collaborative pathway combine human creativity and AI-driven
to an AI-enhanced workforce. efficiency for maximum impact.

Our recommendations based on this insight:

Invest in upskilling
CASE STUDY
To address concerns about job losses and
skill gaps, prioritize upskilling and reskilling
McKinsey & Company launched an internal AI
programs. Equip your team with the
upskilling program to enhance the capabilities of over
knowledge and skills they need to work
500 technologists across various roles, from product
effectively alongside AI tools.
managers to data engineers. The program featured a
tiered training approach—starting with basic AI
awareness and progressing to advanced AI
capabilities—using a mix of online courses, boot
Communicate openly camps, and hands-on experience with AI tools. This
initiative is already assisting a more skilled workforce
Be transparent about your organization’s AI in the development of complex AI solutions,
adoption plans. Involve employees in the improving employee retention, and increasing the
conversation to reduce fears of job organization’s capacity to deliver innovative services
displacement and foster a collaborative to clients.
approach to integrating AI.
Learn more

PAGE 37
INSIGHT 13

AI is a powerful tool
for personalization
and customization
How do you envision Generative AI tools will impact B2B marketing in the next 6
months? Please rate the following statements:

Generative AI will improve customer engagement and satisfaction.

1% 6% 20% 46% 27%

Strongly disagree Disagree Neutral Agree Strongly agree

Generative AI will create more personalized marketing experiences.

1% 5% 17% 40% 38%

Strongly disagree Disagree Neutral Agree Strongly agree

PAGE 38
Among the 206 respondents, a significant majority
(77.7%) believe that GenAI will create more
Enhance customer engagement
personalized marketing experiences, with 39.8%
agreeing and 37.9% strongly agreeing. Only 5.8%
Leverage AI tools to analyze customer
disagree or strongly disagree with this sentiment,
behavior and preferences, enabling more
while 16.5% remain neutral. Similarly, 72.8% of
relevant and timely interactions that can
respondents agree or strongly agree that GenAI will
boost satisfaction and loyalty.
improve customer engagement and satisfaction, with
45.6% agreeing and 27.2% strongly agreeing. A small
minority (6.8%) disagree, while 20.4% hold a neutral
stance.

The data highlights a strong belief in the potential of Integrate AI into your strategy
GenAI to enhance personalization in marketing,
which is key to delivering relevant and engaging Ensure that AI-driven personalization is part
customer experiences. The high levels of agreement of a comprehensive customer engagement
suggest that many professionals see AI as a powerful strategy. Consider how AI can be used
tool for analyzing customer data, predicting across the entire customer journey to
preferences, and tailoring content to individual needs. maximize its impact.
This is increasingly important in a market where
personalized interactions can significantly impact
customer loyalty and conversion rates. Respondents
are optimistic about AI’s ability to improve customer
engagement and satisfaction due to its potential to
build stronger connections with customers.
PARTNER SPOTLIGHT
For organizations, these insights suggest a clear
opportunity: investing in GenAI to drive personalized
Activating AI-Powered Content for
marketing efforts can lead to substantial gains in
Lead Generation
customer engagement and satisfaction. By leveraging
AI to understand and anticipate customer needs,
Using generative AI, businesses can create
companies can deliver more targeted and effective
personalized content tailored to industries or
marketing campaigns, ultimately enhancing the
personas. Partnering with NetLine ensures this
overall customer experience. However, to fully realize
content is activated through content syndication,
these benefits, it’s important to integrate AI-driven
reaching decision-makers in your target market and
personalization into a broader customer engagement
driving engagement. NetLine’s intent data solution
strategy that encompasses the entire
layers on in-market targeting intelligence, generating
customer journey.
actionable, contactable leads. This go-to-market
strategy enhances efficiency and delivers measurable
Our recommendations based on this insight:
ROI, making it essential for executing
AI-driven campaigns.

Invest in personalization Learn more

Use GenAI to create highly personalized

marketing experiences. Tailor content and
offers based on individual customer data to
increase engagement and drive conversions.

PAGE 39
INSIGHT 14

Data privacy and

security are a major
concern with AI
How do you envision Generative AI tools will impact B2B marketing in the next 6
months? Please rate the following statements:

Generative AI will amplify biases in generated content.

2% 18% 22% 40% 18%

Strongly disagree Disagree Neutral Agree Strongly agree

Generative AI will pose challenges in maintaining data privacy and security.

2% 6% 16% 39% 37%

Strongly disagree Disagree Neutral Agree Strongly agree

PAGE 40
Among 206 respondents, 76.7% agree or strongly
agree that GenAI will pose challenges in maintaining
data privacy and security, with 39.3% agreeing and
Educate your team
37.4% strongly agreeing. Only 7.8% disagree or
strongly disagree, while 15.5% remain neutral on the Provide training on the ethical and security
issue. Similarly, 57.3% of respondents believe that implications of AI. When your employees
GenAI will amplify biases in generated content, with understand the risks, responsibilities, and
39.8% agreeing and 17.5% strongly agreeing. On the potential biases associated with AI, they can
other side, 20.9% disagree or strongly disagree, and help safeguard your organization against
21.8% hold a neutral view. potential threats.

The data reflects significant concerns among

professionals about the risks associated with GenAI,
particularly in terms of data privacy and the
amplification of biases. The overwhelming agreement
on the challenges AI poses to data privacy and
security indicates that these are pressing issues that CASE STUDY
organizations must address. This concern is likely
driven by the increasing scrutiny on data protection American Express has implemented AI-driven
laws and the potential for AI to inadvertently expose systems to improve the speed and efficiency of fraud
or misuse sensitive information. Meanwhile, the detection. By using machine learning models to
substantial portion of respondents worried about AI analyze transaction data in real-time, American
amplifying biases underscores the ethical challenges Express can quickly identify unusual patterns that
inherent in AI systems, particularly the risk of suggest fraudulent activity. This system has
perpetuating existing societal prejudices through significantly shortened the time needed to detect and
automated processes. prevent fraud, reducing financial losses and building
greater customer trust.
Our recommendations based on this insight:
Learn more

Strengthen data privacy protocols

Implement comprehensive data privacy and

security measures to mitigate the risks
posed by GenAI. Regular audits and
monitoring can help ensure compliance
with regulations and protect sensitive
information.

Ensure compliance throughout

the business

Bring legal and compliance into your pilot

programs early to make sure your
processes are watertight from the start. This
will avoid challenges and issues later on.

PAGE 41
INSIGHT 15

Efficiency and speed are

where AI can shine
How do you envision Generative AI tools will impact B2B marketing in the next 6
months? Please rate the following statements:

Generative AI will improve the accuracy of marketing analytics.

1% 6% 20% 45% 29%

Strongly disagree Disagree Neutral Agree Strongly agree

Generative AI will increase the speed of campaign execution.

1% 2% 18% 40% 39%

Strongly disagree Disagree Neutral Agree Strongly agree

PAGE 42
Among the 206 respondents, a significant majority
(73.7%) agree or strongly agree that GenAI will
improve the accuracy of marketing analytics, with
45.1% agreeing and 28.6% strongly agreeing. Only
6.3% disagree or strongly disagree, while 19.9%
remain neutral. Similarly, 79.1% of respondents
believe that GenAI will increase the speed of
campaign execution, with 40.3% agreeing and 38.8%
strongly agreeing. A small minority (3.4%) disagree,
while 17.5% are neutral on the matter.

The data highlights a strong belief in GenAI's ability to

enhance both the accuracy of marketing analytics
and the speed of campaign execution. The
confidence in AI's analytical accuracy reflects its
growing role in data processing, predictive modeling,
and insights generation. This improvement is crucial
for making more informed data-driven decisions in
marketing. On the other hand, the overwhelming
agreement on AI’s potential to accelerate campaign
execution indicates that professionals see AI as a key
enabler of faster, more efficient marketing processes.
By automating routine tasks and streamlining
workflows, AI allows marketing teams to execute
campaigns with greater agility and precision.

Our recommendations based on this insight:

Monitor and optimize

Enhance analytics with AI
Continuously monitor the performance of AI
Leverage GenAI to improve the accuracy of tools to ensure they are delivering the
your marketing analytics. Use AI-driven expected improvements in accuracy and
insights to make more data-driven speed. Regularly optimize AI processes to
decisions, enhancing the overall keep pace with evolving market dynamics
effectiveness of your marketing strategies. and technological advancements.

Accelerate campaign execution

Integrate AI into your campaign workflows to CASE STUDY

speed up execution. Automate repetitive
tasks and streamline processes to enable
Siemens has strengthened operational efficiency by
your team to launch campaigns faster and
integrating AI-driven predictive maintenance into its
more efficiently.
manufacturing processes. The AI system
continuously monitors equipment, analyzing real-time
data to predict potential failures before they happen.
This proactive approach has reduced unplanned
downtime by up to 50% and increased production
efficiency by 20%.

Learn more

PAGE 43
 Foster a culture of innovation

What can 03 Encourage experimentation with AI

across teams, promoting a culture where

you do?
innovation and the exploration of new AI
applications are actively supported.

Create an AI Council
As GenAI rapidly transforms the marketing
landscape, strategic integration is crucial for
04 Create a strategic group that uses,
maximizing its potential while mitigating risks. understands, and champions AI within
Marketing leaders must focus on foundational your organization. You can ask either
strategies that drive AI adoption, enhance operational internal team members to join, or your
efficiency, and maintain ethical standards. key partners who can help move
things forward.
The following 20 strategic actions provide a roadmap
for organizations looking to embed AI into their
marketing frameworks in a way that is sustainable,
Enhance data governance
effective, and aligned with long-term business goals.
05 and security

Implement stringent data governance

policies to protect customer data and
ensure compliance with privacy
20 strategies to leverage GenAI regulations as AI is integrated into
your operations.

Develop a comprehensive
01 AI strategy
06 Create an AI ethics framework
Formulate a clear AI strategy that aligns Develop and enforce an ethical
with your organization’s overall business framework for AI use, ensuring that AI
objectives, ensuring that AI initiatives are outputs align with your company’s values
focused and measurable. and address potential biases.

Integrate AI across the

02 Prioritize AI training
and upskilling
07 marketing ecosystem

Ensure that AI is not siloed but

Establish ongoing training programs to integrated across all marketing functions,
ensure your team has the skills and from customer engagement to data
knowledge required to effectively analysis, for a unified approach.
leverage AI tools and technologies.

PAGE 44
 Adopt a phased AI Strengthen leadership in AI
08 implementation approach 13 Ensure that leadership is well-versed in
Start with smaller, high-impact AI AI capabilities and is actively involved in
projects to demonstrate value, then driving AI adoption throughout the
gradually scale AI initiatives across organization.
the organization.

Monitor AI-driven Focus on long-term AI value

09 results continuously 14 Rather than chasing short-term gains,
Establish metrics and monitoring focus on how AI can create long-term
systems to continuously assess the value, such as improving customer
impact of AI on key marketing outcomes, lifetime value or enhancing brand loyalty.
allowing for real-time adjustments.

Balance AI with Align AI with

10 human expertise 15 customer-centric goals

Use AI to enhance human decision- Use AI to better understand and predict

making, not replace it, by focusing on customer needs, ensuring that AI-driven
areas where AI can augment creativity strategies are closely aligned with
and strategic thinking. enhancing the customer experience.

Encourage cross-functional Implement AI compliance

11 collaboration 16 and auditing

Promote collaboration between Regularly audit AI systems to ensure

marketing, IT, and data science teams to they are compliant with internal and
ensure AI tools are effectively integrated external standards, and make
and optimized. adjustments as necessary to
mitigate risks.

Invest in AI-driven Promote transparency in

12 personalization 17 AI usage

Prioritize AI applications that enhance Communicate clearly with stakeholders

personalization across customer about how AI is being used in
touchpoints, leading to more targeted marketing, building trust and ensuring
and effective marketing campaigns. that AI practices are transparent
and understandable.

PAGE 45
 Leverage AI for Invest in scalable AI
18 competitive advantage 20 infrastructure

Use AI to gain insights that can Ensure that your technology

differentiate your brand in the infrastructure can scale as AI adoption
marketplace, such as advanced grows, enabling your organization to
customer analytics or predictive manage increasing data and AI
modeling. workloads efficiently.

PLUS 1
Prepare for AI-driven Evaluate AI vendors
19 market changes 21 and partnerships

Stay ahead of market changes by using Carefully select AI vendors and partners
AI to forecast trends and adapt your that align with your strategic goals,
marketing strategies proactively. ensuring that their solutions are
adaptable, secure, and provide a
strong ROI.

Whatever strategy you choose, it’s vital to start with the human element, not with the tool. We need to be
ready and able to use AI and master the complexities of different AI tools. But at the end of the day, it’s
marketers like us who are using the tool, not the other way around.

PAGE 46
Partnering
with
Intercept
Scale
Intercept Scale is your trusted partner in harnessing
the power of GenAI to elevate your marketing
operations. We specialize in providing tailored AI
solutions for B2B tech scale-ups, helping
organizations accelerate growth, enhance operational
efficiency, and achieve better results.

Whether you're just beginning your AI journey or

you’re looking to optimize your current AI
applications, we provide the expertise, tools, and
guidance you need to succeed.

Ready to elevate your

marketing with AI?
If you're ready to take the next step in your AI
journey, we invite you to start with an AI audit from
Intercept Scale.

Our audit will assess your current capabilities, identify

opportunities for AI integration, and provide you with
a clear roadmap for achieving your marketing goals
with AI.

Get started today—reach out to us to schedule your

AI audit and discover how Intercept Scale can help
you unlock the full potential of GenAI.

Get started today

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