Needham, Massachusetts, April 1, 2024 – Applying generative artificial intelligence (GenAI) to a range of corporate marketing tasks is estimated to increase productivity by more than 40% by 2029, according to new research from the International Data Corporation (IDC).
“Over the next five years, GenAI will advance to the point where it can handle more than 40% of the work for certain marketing roles,” said Gerry Murray, research director in IDC's Enterprise Marketing Technology practice. “As GenAI capabilities evolve rapidly, marketing leaders must prepare for fundamental changes to staff roles, skills, and organizational structures.”
To calculate the potential impact of GenAI capabilities on marketing, IDC analyzed 24 key marketing work categories across five major work categories: Management and Planning, Branding and Creative Services, Campaigns and Engagement, Analytics and Reporting, and Other Modeled the work of the role. IDC then estimated how much of each category of work could be delegated to GenAI over the next five years. IDC then combined staffing levels and complete cost estimates to calculate the productivity impact of deploying his GenAI across large marketing teams.
Results show that GenAI can handle more than 40% of a marketing team's collaboration, and potentially 100% of specific marketing tasks. While the benefits of applying GenAI to marketing tasks vary from company to company based on the number of individuals associated with each role and the organization's salary range, the productivity gains (as a percentage of work) are It provides strong guidance for the team. .
To prepare your organization to take advantage of GenAI, IDC recommends technology buyers take the following steps:
- Assess the breadth and depth of distinct use cases that vendors support now and in the future. Use cases translate directly into business outcomes, creating a strong economic justification for your investment.
- Buyers should also focus on how effectively a vendor's architecture, tools, and service resources can accelerate efforts along that use case roadmap.
- Determine the level of infrastructure required to support each type of work.
- Implement AI capabilities from the data layer rather than from the task automation layer. All instances of GenAI within a commercial enterprise must share common services such as data, governance, and security.
- Prepare your staff (and your organization) for radical career changes that may require upskilling, reorganization, eliminating some roles, expanding others, and creating entirely new career paths.
- Prepare your data. Organizations without real-time, clean, and managed datasets will not be able to take full advantage of this new generation of marketing technology.
In the IDC report, GenAI will increase marketing productivity by more than 40% over the next five years.Sam Altman says it could be closer to 95%. (Doc #US51883524) describes the potential of generative AI (GenAI) to increase marketing productivity by more than 40% over the next five years. Explore the different tasks you can delegate to GenAI and the potential productivity gains. This document provides advice for marketing leaders considering GenAI, highlighting the need for a broad use case roadmap, detailed AI infrastructure, and fundamental organizational change with GenAI. .
About IDC
International Data Corporation (IDC) is one of the world's leading providers of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC provides global, regional, and local expertise in technology, IT benchmarking and sourcing, and industry opportunities and trends in more than 110 countries. IDC's analysis and insights help IT professionals, business executives, and the investment community make fact-based technology decisions and achieve key business objectives. Founded in 1964, IDC is a wholly owned subsidiary of International Data Group (IDG), the world's leading technology media, data and marketing services company. For more information about IDC, please visit www.idc.com. Follow IDC on Twitter. @IDC And LinkedIn. Subscribe to the IDC Blog for industry news and insights.
