BCG’s June 2025 “Future of Marketing with GenAI” argues that AI can break today’s ROI stalemate—where content needs, channel complexity, and rising costs have outpaced returns—by collapsing creation costs, scaling personalization, and democratizing expertise. GenAI reshapes three pillars: the “art” of brand building (10x more assets, 5–8x faster), the “science” of activation (+50–100% ROAS via audience/automation engines), and “orchestration” (AI-augmented allocation and faster portfolio decisions). Leaders can see 3–6x ROI on total marketing spend plus major time-to-market gains. Success requires five enablers: a reworked operating model, upskilled teams and more in-house execution, stronger MarTech/AI (now ~25% of budgets), holistic measurement, and clear AI ethics. BCG suggests three on-ramps: present-forward optimizations, lighthouse E2E workflows, and a future-back vision/roadmap.

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