The gap between use and understanding
The survey showed that 63% of marketers use GenAI in their professional lives daily.
However, only 5% claim to completely understand GenAI and its potential impacts on business processes.
Optimism is growing
About 61% agree that GenAI will improve customer personalization and engagement, and 58% believe it will help drive innovation. And – get this – 90% of those surveyed have a dedicated budget for GenAI in the next fiscal year.
It's getting real.
What about trust?
The survey showed that 54% of marketers think the biggest obstacle to GenAI implementation is privacy concerns/trust. It’s kind of a big deal.
What if you didn’t have to worry about it?
Having the right tools in place with built-in security and governance is key. SAS Customer Intelligence 360, a modern multichannel marketing hub, has easy-to-use GenAI functions that help with planning, journey design, creative development, audience building and more. Click to learn more about SAS’ marketing and advertising solutions.