Summary
Forrester’s Portfolio Marketing Survey, 2024 reveals that 52% of portfolio/product marketing decision-makers whose organization is using or plans to use generative AI (genAI) for experimentation or expansion in their functions plan to use it for messaging purposes. Although genAI offers significant potential to enhance messaging through increased creativity and productivity, it also poses substantial challenges and risks. This report delves into the associated challenges for messaging and introduces Forrester’s Generative AI Messaging Activities Model, which defines the use cases and benefits for messaging and offers guidance for organizations regardless of their current state of adoption.
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