target audience: TECH BUYER Publication date: Mar 2024 - Document type: Tech Buyer Presentation - Doc Document number: # US51973924
Generative AI Use Case Taxonomy: The Marketing Function
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Abstract
This IDC Tech Buyer Presentation provides a generative AI (GenAI) use case taxonomy for the marketing function.
Many organizations are testing and exploring the impact of GenAI on the art and science of practicing marketing. IDC has developed an initial set of use cases across key marketing functions to guide organizations as they path forward. Business function GenAI use cases will require integration with enterprise infrastructure along with governance and policies to protect IP, the integrity of GenAI output, and the brand's reputation. IDC provides a horizon timeline on when particular use cases will be realized along with essential guidance for consideration.
"The pace of change in buyer behavior, disruption in business conditions, and the speed of emerging technology (i.e., GenAI) reaching the tipping point mean that marketers need to begin testing and identifying GenAI use cases today. The future has asked the question; now marketers must answer how they are prepared, " says Laurie Buczek, research vice president, CMO Advisory Practice at IDC.