Vision Report

Generative AI Brings Superpowers To Portfolio Marketers

Create More Insights, Ideas, Content, And Personalization With Ease

March 5th, 2024
With contributors:
Amy Hayes , Shelby Muschler , Drew Zalucky


Touted by some observers as the biggest technology upheaval in the last half century, the launch of generative AI (genAI) tools has created an economic frenzy. However, the early reactions in the B2B world show a wide disparity — from rapid trial and adoption to a cautious wait-and-see approach. By understanding how to leverage genAI, B2B organizations can create significant advances, from improved internal processes to better external messages and experiences. Portfolio marketers, in particular, can find a wealth of opportunities to gain new superpowers that save them time, make them work smarter, and help them be more creative.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.