Generative AI is transforming marketing by accelerating content creation, personalization, and testing, enabling better results at lower cost. Bain’s recent survey found that marketing leads other functions in AI adoption, with generative AI exceeding expectations in about 27% of marketing use cases, more than any other domain. Its strength lies in core marketing processes where it enhances customer experiences and outcomes. The greatest productivity gains come from redesigning marketing workflows around key use cases, including creating personalized campaigns and content, automating testing, qualifying leads, and improving productivity through stronger knowledge management.

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