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Founder of GfK 1  \nImprint  \nNürnberg Institut für Marktentscheidungen e.V.  \nFounder of GfK  \nReprinting, distribution, and similar—even in extracts—are permitted only with prior written authorization.  \nJuly 2024  \nContacts  \nPlease cite this report as follows:  \nBuder, F., Hesel, N. & Heimstädt, A. (2024):  \nBeyond the Buzz: Creating Marketing Value with Generative AI. Research Report, Nuremberg Institute for Market Decisions.  \nFabian  \nBuder  \nHead of Future & Trends Research [fabian.buder@nim.org](fabian.buder@nim.org)  \nNina   \nHesel   \nSenior Researcher [nina.hesel@nim.org](nina.hesel@nim.org)  \nNürnberg Institut für Marktentscheidungen e.V. Founder of GfK 2  \nContents  \n1. Imprint 2  \n2. Intro: The Hype Around Generative AI in Marketing 4  \n3. Key Insights  \n4. The Study: Method & Sample  \n5. Results  \n Use of Generative AI in Marketing  Benefits for Specific Marketing Use Cases  Challenges and Ways to Overcome Them  Future Outlook: Marketing in 2033  \n5  \n6  \n8  \n5. Concluding Thoughts 45  \nNürnberg Institut für Marktentscheidungen e.V. Founder of GfK  \n3  \nIntro: The Hype Around Generative AI in Marketing  \nThe technological leap in generative AI has resulted in much excitement and speculation in the marketing industry. This has fueled a narrative that presents generative AI as a cure-all for various marketing challenges . The current hype is driven by the promise of the effectiveness and almost limitless efficiency of AI tools that seem to be capable of automating tasks including complex data analysis, content creation, and the personalization of customer experiences . Amid this enthusiasm, however, critical questions arise:  \nWhat is the reality beyond the hype?  \nHow is generative AI actually being used in marketing?  \nWhat are implications and challenges for marketers and organizations?  \n© Nuremberg Institute for Market Decisions 2024 | n=600 marketing professionals working for companies in Germany, the UK, and the USA  \nNürnberg Institut für Marktentscheidungen e.V. Founder of GfK 4  \nKey Insights  \n1 2  \n3 4  \n5  \n\n| In the rapidly evolving world of marketing, generative AI tools have already become a staple.\u003Cbr>Every marketing professional who was interviewed was already using generative AI, at least to some degree. The responses revealed a strong consensus that generative AI will significantly improve marketing activities, with almost two-thirds of those interviewed predicting a substantial improvement. |\n| --- |\n| Next to revolutionizing content creation, generative AI is developing into a partner for creativity, idea generation, and marketing planning.\u003Cbr>Heavy users report the application of generative AI in various marketing activities. These areas range from data analysis to creative idea and content generation and even strategic planning. |\n| Using generative AI tools makes marketing activities not only faster and cheaper but also better.\u003Cbr>Heavy users found that generative AI excels at saving time and significantly accelerating market research and content creation tasks. Moreover, AI is being recognized for not only its speed but also its potential to improve the quality of marketing output. |\n| When implementing generative AI into marketing workflows, multiple challenges arise.\u003Cbr>Of all the obstacles encountered, ethical and legal challenges of generative AI usage, concerns about work organization and employees such as a lack of knowledge or the disruption of existing workflows, and ensuring high output quality and performance rank at the top. |\n\nGenerative AI is expected to significantly impact marketing in the future.  \nBy 2033, generative AI is anticipated to greatly transform marketing, particularly in decision-making, automation, and creative tasks. It may also lead to a reduced need for large marketing teams with regard t","cbCaid3YXWDY8bF2","https://ap.wps.com/l/cbCaid3YXWDY8bF2","pdf",2124614,47,"English","# Intro: The Hype Around Generative AI in Marketing\n# Key Insights\n## Use of Generative AI in Marketing\n## Benefits for Specific Marketing Use Cases\n## Challenges and Ways to Overcome Them\n# The Study: Method & Sample\n# Results\n# Concluding Thoughts","[{\"question\":\"How widely do marketers use generative AI according to the study?\",\"answer\":\"The study reports that every interviewed marketing professional already uses generative AI at least to some extent, with 49% indicating mostly or even almost always use.\"},{\"question\":\"What benefits do heavy users associate with generative AI in marketing?\",\"answer\":\"Heavy users find generative AI makes marketing faster and cheaper while also improving quality, especially for speeding up market research and content creation tasks.\"},{\"question\":\"What major challenges arise when implementing generative AI in marketing workflows?\",\"answer\":\"The report highlights ethical and legal challenges, concerns about work organization and employee readiness (such as knowledge gaps and disruption of existing workflows), and the need to ensure high output quality and performance.\"}]","Beyond the Buzz - Creating Marketing Value with Generative AI - Research Report | PDF",1789270142]