target audience: TECH BUYER  Publication date: Mar 2024 - Document type: IDC Perspective - Doc  Document number: # US51883524

GenAI Will Increase Marketing Productivity by More than 40% in the Next Five Years; Then Sam Altman Says It Could Be Closer to 95%


  • Gerry Murray Loading
  • Roger Beharry Lall Loading
  • Laurie Buczek Loading


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This IDC Perspective discusses the potential of generative AI (GenAI) in increasing marketing productivity by over 40% in the next five years. It explores the various tasks that could be delegated to GenAI, and the potential productivity gains. The document provides advice for marketing leaders considering GenAI, emphasizing the need for a broad use case road map, deep AI infrastructure, and fundamental organizational changes due to GenAI.

"In the next five years, GenAI will advance to the point where it will handle more than 40% of the work of specific marketing roles," said Gerry Murray, research director, IDC's Enterprise Marketing Technology practice. "Because of the rapid evolution of GenAI capabilities, marketing leaders will have to prepare their staff for fundamental changes to roles, skills, and organizational structure."


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