This paper discusses the rapid advancements in AI technology, particularly generative AI, and how these innovations are transforming customer experience, driving productivity, and accelerating growth in marketing and sales. The paper outlines the potential of gen AI in personalizing customer interactions, optimizing marketing strategies, automating sales processes, and enhancing overall commercial excellence. It also emphasizes the importance of adopting AI strategies to stay competitive and mitigate risks associated with the fast-evolving AI landscape.

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