Trends Report

Generative AI Unleashes Marketing’s Creativity Renaissance

Use Forrester’s AI Adoption Framework To Achieve Intelligent Creativity

May 30th, 2023
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
Rowan Curran, Senior Analyst
Rowan Curran Senior Analyst
With contributors:
Mike Proulx , Kelsey Chickering , David Truog , Brandon Purcell , Lisa Gately , Lexie Lawhon , Jen Barton

Summary

The intuitive creative process responsible for developing customer-facing marketing programs needs to be faster, smarter, and (ultimately) cheaper. Generative AI technologies are poised to revolutionize how marketing delivers more speed, scale, and precision. As this happens, brands and marketing providers must safeguard their executions from the shortcomings of nascent generative AI technology and prepare their teams for an AI-powered marketing future. This report overviews the potential, pitfalls, and first steps B2C marketing executives should take to incorporate intelligent creativity, powered by generative AI, as their new creative process.

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