Buder, F., Hesel, N., & Dietrich, H. (2024). Beyond the Buzz: Creating Marketing Value with Generative AI. NIM Marketing Intelligence Review, 16(1) 50-55. https://doi.org/10.2478/nimmir-2024-0008
Beyond the Buzz: Creating Marketing Value with Generative AI
Abstract:
A study by the Nuremberg Institute for Market Decisions (NIM) examines the actual usage and perception of generative AI tools among B2C marketing professionals. In the rapidly evolving world of marketing, generative AI tools have already become a staple. Every marketing professional interviewed was already using generative AI, at least to some degree. The responses revealed a strong consensus that generative AI will significantly improve marketing activities, with almost two-thirds of those interviewed predicting a substantial improvement. Heavy users found that generative AI excels at saving time and significantly accelerating market research and content creation tasks. Moreover, AI is being recognized for not only ist speed but also ist potential to improve the quality of marketing output. Marketers should embrace the practical uses of AI in their strategies while being mindful of ist limitations and the challenges of integrating it both at the user and organizational levels.
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