How Further GenAI Understanding Can Help Marketers (And AI As A Whole)

ChatGPT all but put generative AI on the general public’s map when it was released exactly two years ago this past Saturday. And for all the opportunities that AI has already opened up in that time there’s still one area that hasn’t seen a full commitment yet.

According to a recent SAS study, only 10% of marketing executives have fully implemented genAI into their organization’s regular processes. And while 65% are using genAI to some extent and 22% intend to in the next year, the extent of those not fully understanding genAI’s impact — 90% of CMOs, 95% of senior marketing decision-makers — is doing more than just a disservice to the organization.

“This lack of detailed understanding of genAI among senior decision makers in marketing may be hindering the eventual adoption of more sophisticated uses of GenAI,” the SAS press release says, “uses that could translate to improved organizational efficiencies, sustained marketing effectiveness and ultimately a sustained competitive advantage.”

The report, titled Marketers and GenAI: Diving Into The Shallow End, found that while marketers still lead in genAI use, it’s “only surface level” and “focusing on low-hanging fruit instead of deploying more sophisticated uses of the technology.” Audience targeting and building, for instance, are only being done with genAI by 19% and 18%, respectively, though a large percentage plan on utilizing the tool in the near future.

(Source: SAS)

“Currently, GenAI is being used to complete foundational tasks or enhance core features of MarTech applications,” the report says. “In the next few years, this usage will advance to immersive applications. In preparation for these developments, marketing departments must ensure their data is high-quality, well-governed and legally compliant.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: