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1、An MMA Global India Initative Driving Gen AI Discovery&Adoption:Top 10 Gen AIFAQs-Answered!Foreword:Moneka KhuranaCountry Head&Board Member,MMA Global-IndiaPage 02Table of Contents3Executive Summary4Top 10 Gen AI FAQsAt A Glance 5AI Tools To EnableYou Engage Better18Industry Speak!20Key Contributors

2、 22About MMA 23The year 2024 has been all about transformational technological shifts in marketing.Marketers arechallenged to thrive in a hyper-competitive work environment and turn to AI to simplify their daily tasksand work routines.Generative AI has become a prominent seat enabling marketers to a

3、chieve more acrossthe board.Here are first-hand key statistical findings from MMA Global Reports:Globally,50%of marketers vote to say that they are in a state of exploring use cases and conductingresearch concerning Gen AI and its adoption.State of Gen AI in Marketing Globally,75%of marketers are Ex

4、ploring or Testing the use of GenAI for content.State of Gen AI inMarketing Improved efficiency is the#1 outcome of the GenAI application.State of Gen AI in Marketing Significant disruption is expected across multiple use cases,with Customer Support,Content,Forecasting&creative optimization leading.

5、State of Gen AI in Marketing The data indicators point directly to the value Gen AI brings,creating a need for marketers to ask the rightquestions in their AI adoption journey.Hence,realizing this need,we at MMA Global attempt to demystifythe initial steps to discovering AI with this Whitepaper-Driv

6、ing Gen AI Discovery&Adoption:Top 10Gen AI FAQs-Answered!The paper addresses relevant and key areas of importance concerning Gen AI adoption.It follows a line ofquestioning that has been given deep thought.Together under the leadership and guidance of our AIAdvisory,we at MMA Global India are proud

7、to present this whitepaper,which we believe,is set toempower,enable and give confidence to the modern marketer in their journey with AI.Page 03The Why and HowBy Moneka Khurana Country Head&Board Member,MMA Global-IndiaMMA Global India is dedicated to enhancing the role of AI in marketing,with a stro

8、ng focuson Generative AI.Key applications like chatbots,content creation,and personalizationshowcase Generative AIs growing prominence in the field,and its importance is only set togrow.But if the story were told from the perspective of a marketer getting started in their AImarketing journey,they wo

9、uld most certainly be confronted by a number of questions.Questions around how can AI be used effectively in their job function within marketing;whatis a good investment for AI;who they must reach out to for AI mobilization;the tools whichwould come in handy,so on and so forth.MMA Global India reali

10、zes this ground-reality andhence has attempted to address it through the Driving Gen AI Discovery&Adoption:Top 10Gen AI FAQs-Answered!The paper was constructed on the basis of the 10 most Frequently Asked Questions forGenAI in Marketing,and was mentored by the AI Advisory at MMA Global India.A first

11、-funnelapproach involved taking stock of the many possibilities of questions that a marketer wouldcome across.This was then followed by attempting to answer each of these questions from afirst-responders point-of-view.Each question was then supported by key facts and statisticaldata from the reports

12、 being executed by MMA Global India.This paper is designed to guide marketers,irrespective of the stage they are on their journeywith AI,while offering a pioneering approach to understanding and integrating GenerativeAI.It equips marketers from various specializations with the fundamental steps requ

13、ired toembark on their Generative AI journey,while simplifying complex information into clear andconcise answers,each backed by empirical data and research findings from MMA Global.Page 04Page 05Contd.Curated for both novice and experienced marketing professionals,most of all,it enablesmarketers to

14、be more confident in their approaches to adopting Gen AI.Start Your Gen AI in Marketing Journey As a Confident Modern Marketer Learn about the existing state of Generative AI through solid,practical research by MMAGlobal,covering its application,adoption,and performance.Decode the role of Gen AI app

15、lication across marketing sub-domains.Overview of ethical considerations and best practices for Gen AI adoption in marketing.Learn how to apply Gen AI to various facets of marketing effectively Page 06How Can I Apply Gen AI in Marketing?Does Gen AI in marketing work better for any specific brand/pro

16、duct category?Who should I reach out to for optimum Gen AI inclusion and adoption?How can AI be utilized for customer service and engagement?What are the right steps for Gen AI adoption?What role can AI play in predictive analytics for marketing strategy?Can AI improve Ad targeting and performance?H

17、ow can I efficiently identify the right Gen AI tools for my business?How do I decide how much to invest in AI in marketing efforts?What are the ethical considerations of using AI in marketing?Page 071.Generative AI can be applied across diverse areas of marketing.Some of which are namedbelow.Content

18、 Curation&Personalization:Globally,75%of marketers are exploring or testing Gen AI for content-The State ofGen AI in Marketing Report In India,65.42%of AI is most used in content creation;65.42%of marketers use AI forChatbots.-The state of AI in Marketing 44.86%of marketers use Gen AI tools to drive

19、 personalized recommendations-Stateof AI in Marketing Activation&Personalization is a focus area for many organizations and a starting pointfor AI application-State of AI in Marketing&CX.Generative AI excels in the creative curation of content and excels in analyzing largedatasets to identify nuance

20、d patterns in consumer behaviour.This allows marketers tocreate highly personalized marketing campaigns tailored to the preferences andbehaviours of individual customers.By leveraging AI,businesses can segment theiraudiences more effectively,ensuring that the right messages reach the right people at

21、 theright time.Optimizing Customer Journeys:27.88%of marketers in India are exploring AI for use casesrelated to Customer experience&journey orchestration-State of AI in Marketing Report.By mapping out customer journeys,AI helps identify gaps and opportunities for enhancing the customer experience.I

22、t enables the creation of more effective touchpointsand interactions that resonate with individual customer needs.Through micro-segmentation and predictive modelling,AI can forecast potential future behaviours ofcustomers,allowing marketers to proactively address concerns and capitalize on interesta

23、reas.Product Development:According to the State of AI in Marketing Report-28.71%ofmarketers are exploring the use of AI in new product/service development.Generative AI is revolutionizing product development in marketing by rapidly craftinginnovative designs and accurately predicting consumer respon

24、ses.It not only identifiesuntapped market opportunities but also customizes products for specific audiences.This AI-driven approach accelerates the creative process,empowering brands to launch moreeffective and precisely targeted marketing campaigns that resonate deeply with consumers.Strategic Mark

25、eting Decisions:AIs ability to analyze and learn from outcomes enablesmarketers to refine their strategies continuously.This learning extends to personalizationtechniques,engagement tactics,and overall marketing strategies,directly impacting howindividuals interact with brands daily.With AI,business

26、es can make informed decisions thatdrive engagement and conversions.Generative AI in marketing is not just about automation;its about making smarter,data-driven decisions that enhance the customer experience and improve business outcomes.AsAI technology continues to evolve,its integration into marke

27、ting strategies is becoming acritical element for staying competitive in a rapidly changing digital landscape.Page 08Contd.According to the State of AI in Marketing Report-28.71%of marketers are exploringthe use of AI in new product/service development.The effectiveness of Generative AI(Gen AI)in ma

28、rketing can vary significantly acrossdifferent brand and product categories,depending on several factors.Highly Visual Products:Gen AI can be particularly effective for brands that benefit fromstrong visual content,such as fashion,beauty,and home decor.AI-generated imageryand videos can help these b

29、rands create compelling,personalized content at scale.E-commerce and Retail:E-commerce platforms and retail brands can leverage Gen AIfor personalized product recommendations,virtual try-ons,and generating uniqueproduct descriptions,improving the shopping experience and engagement.Content Creation a

30、nd Publishing:Brands in the content creation,publishing,andentertainment sectors can use Gen AI for generating articles,scripts,and even music orartwork,speeding up the creative process and tailoring content to specific audiences.Technology and Innovation-driven Products:Brands that are focused on t

31、echnology,gadgets,and innovation can benefit from Gen AI by showcasing their products throughinnovative AI-generated content,tutorials,and demonstrations,appealing to tech-savvyconsumers.Financial Services and Insurance:In these sectors,Gen AI can be used to personalizemarketing messages,create dyna

32、mic content that explains complex products simply,and generate reports or insights tailored to individual consumer needs.Page 09Page 1032.71%of marketers having CEOs have a key role to play in driving Gen AI Strategywithin their companies.-The State of AI in Marketing Report.For optimal inclusion an

33、d adoption of generative AI within your company,its crucialto collaborate with a cross-functional team.Start by reaching out to your ChiefTechnology Officer(CTO)or the head of IT to understand the technical feasibilityand infrastructure requirements.Engage with the Chief Data Officer(CDO)toensure da

34、ta governance and ethical use of data with AI.The Chief Marketing Officer(CMO)can provide insights on integrating AI intomarketing strategies for enhanced customer engagement.Additionally,consult withthe legal team to navigate compliance issues and the HR department to assesstraining needs and workf

35、orce implications.This collaborative approach ensures that all potential impacts of AI are considered,leading to a more seamless and effective implementation across the company.Hyper-personalization,also known as one-to-one personalization,is amarketing strategy that uses Artificial Intelligence(AI)

36、and machine learningto deliver highly personalized and relevant experiences to each customer.Intodays digital age,customers expect brands to know them and theirpreferences.Hyper-personalization not only meets these expectations butalso provides numerous benefits for both customers and businesses.AI

37、can analyze customer data to create a holistic view of each customer,including their purchase history,browsing behaviour,and social mediaactivity.By analyzing this data,AI can make personalized recommendationsfor products and services,provide targeted offers,and deliver customizedcontent.For example

38、,Netflix uses AI to personalize its recommendationsbased on the viewing history of each user.Page 11Page 12To effectively adopt Generative AI,start by pinpointing your key result areas(KRAs).Whetheryoure a CMO or CXO,identify your most pressing challenges first.Gaining a clear understandingof your p

39、roblem areas is crucial to recognizing how AI can be most beneficial.Its essential tocollaborate with an expert in the field,someone who can guide you through the nuances of AIintegration.Over time,this will build a deep well of expertise within your team.A five-step approach marketers can adopt for

40、 effective integration of Generative AI into theirstrategies:Identify Key Areas Where AI can Make Impact:Pinpoint where AI can make the most significantimpact,such as customer segmentation,content creation,or predictive analytics.Focus on theareas with the highest return on investment.Educate and Tr

41、ain:Invest in training for your marketing team to understand AI capabilities andlimitations.This knowledge will enable them to use AI tools more effectively and ethically.Pilot Test:Start small with pilot projects to integrate AI into specific marketing campaigns orprocesses.This allows teams to tes

42、t,learn,and iterate based on real-world data and feedback.Scale Gradually:Based on the insights and successes from pilot tests,gradually expand the use ofAI across more marketing channels and campaigns,optimizing strategies as you go.Review and Optimize:Regularly review the outcomes of AI implementa

43、tions to ensure they meetstrategic goals.Adjust tactics as necessary and continue to refine AI usage to enhanceeffectiveness and efficiency in marketing endeavors.Page 13Generative AI and predictive analytics synergize powerfully to enhance dataanalysis.Gen AI models have proven to improve predictiv

44、e analytics by simulatingdata distributions,creating more resilient models,and generating potentialscenarios to refine predictions.This integration allows for the consideration of a broader array of variables andmore varied data sets,leading to deeper insights and more precise forecasts.The tech can

45、 also be integrated into software platforms to streamline andenhance the development and application of predictive analytics models.Forexample,generative AI can sift through a companys historical data to helpconstruct predictive models that identify key patterns,and then automateresponses based on t

46、hese predictions to drive business outcomes,such asreducing customer churn or boosting sales volumes.This automation not onlysaves valuable time but also promotes consistent and reliable predictions.Page 14Artificial intelligence empowers marketers and advertisers to streamline andenhance advertisin

47、g campaigns,conserving time and resources.Utilizinggenerative AI algorithms,large data sets are analyzed to craft personalized andtargeted advertisements that effectively engage the intended audience.This capability significantly boosts advertising efficacy,resulting in improvedconversion rates and

48、return on investment.With this powerful tool,marketers canoptimize workflows,engage customers precisely when most impactful,andachieve superior outcomes.Page 1570%of marketers point to the discovery of Gen AI tools in marketing to be a keychallenge-State of AI in Marketing To optimize their search f

49、or Gen AI tools,marketers should focus on three key areas:1.Define and Research:Define clear business needs and goals Investigate as you go through research using industry reports,reviews,and casestudies.Leverage networking with peers and join professional forums for insights andrecommendations.2.Ev

50、aluate and Compare:Create a shortlist of potential tools based on research.Prioritize tools with robust support,user-friendly interfaces,and integrationcapabilities.Utilize trial periods and demos to assess tool effectiveness and usability.3.Implement and Adapt:Ensure seamless integration into exist

51、ing workflows.Continuously monitor tool performance and gather user feedback.Adapt and refine tool usage to stay aligned with evolving business objectives.Page 16Q.2 and 3 preliminarily addressed how you could go about Gen AI adoption andeffectively choose the tools closest to your business case.The

52、 below helps you navigatea process to assess the tools you have shortlisted based on the features being offered atvarious price points.Assess Price Points,Features&Draw Comparisons:Look for tools that offer the best value for the price,ensuring essential features areincluded without overspending.Dra

53、w comparisons based on reviews,case studies,and industry reports to identifythe most effective tools for your needs.Evaluate Effectiveness vs.Features:Focus on tools that have proven effective in similar business contexts.Ensure that the features provided align with your marketing goals and provide

54、ameasurable ROI.Set aside a budget for your AI journey in marketing:While selecting the right tool might take time,having a budget set aside for your AI inyour marketing journey,whether at a personal level or a company level-enables youto have a working mindset towards AI adoption.Page 1770.09%of ma

55、rketers in India have voted that their organizations are aware of the potential ethicalimplications of using AI in marketing;and 39.25%of marketers have voted to be working on riskmitigatory-precautionary strategies underway.AI is a work-in-progress effort and can bring ethical challenges that need

56、careful consideration.Ensuring ethical practices in AI-driven marketing not only aligns with legal standards but also buildstrust with consumers.Embracing Transparency and Accountability:Transparency in AI-driven marketing means makingthe workings of AI systems understandable to stakeholders,includi

57、ng the algorithms used and thedata inputs.This clarity helps build trust,as consumers are increasingly wary of how their informationis used.Accountability involves marketers taking responsibility for AI outcomes and addressing anyissues proactively.Safeguarding Privacy and Data Protection:Marketers

58、must prioritize the privacy and security ofconsumer data.This includes adhering to robust data protection standards and being transparentabout data usage.Ensuring that data handling complies with regulations like GDPR and CCPAprotects businesses from legal repercussions and boosts consumer confidenc

59、e.Fostering Fairer Human-Centric Decision Making:AI should enhance,not replace,human decision-making in marketing.This approach emphasizes fairness and eliminates biases often embedded in AIalgorithms,ensuring that marketing strategies are inclusive and equitable.Navigating Legal Frameworks:Finally,

60、marketers must stay informed about evolving legal standardsgoverning AI use.Compliance with these laws not only avoids legal pitfalls but also reassurescustomers that the business values ethical practices.By navigating these frameworks carefully,marketers can use AI not just effectively but ethicall

61、y.AI for Content:ChatGBT4 Gemini Hyperwrite AI Cramly AI WriteSonic Jasper AIWord TuneWriter Pop AI AI for Video:InVideo Wondershare FilmoraRunway Synthesia Fliki Visla Opus Clip AI for Customer Experience&Personalization:VWOClickUp DevRev AiseraGPT&Generative AI DailPadExotel Page 18Page 19Page 20H

62、ear from the MMA Global India AI advisory&domain experts In the digital age enabled by AI and GenAI,the boundariesbetween marketing and media are increasingly blurred.AI-driven marketing is transforming the role of the ChiefMarketing Officer(CMO)into a Chief Engagement Officer(CEO),evolving them fro

63、m overseeing traditional marketingfunctions to becoming strategic owners of customerinteractions.This shift signifies a trend where the marketingfunction is evolving into an attraction+engagement function,leveraging content extensively,managing its distribution,andenabling storytelling to build bran

64、d presence and drivebusiness growth.Upskilling to work with Gen AI is becoming an important issue.Organizations are realizing that they are not ready with the sortof talent required to move into the future.If your organizationdoes not have the required platforms its alright there are plentyof free t

65、rials and tools available.Using this actively will help giveperspective and confidence to the marketer.”Amiya Swarup,Partner,Marketing AdvisoryServices,Ernst&Young LLP.Vipul Kedia,Chief Data&PlatformsOfficer,Affle Page 21“Having Gen Ai at your disposal is like having a smartintern.But you have to kn

66、ow what to instruct.Gen AIis great but it takes a fairly good level ofunderstanding,trial and error to make it work.”Hear from AI advisory and domain experts “Analytics and data are powerful inclusions in AI.Theyenable AI to develop micro-segments and hyper-personalize campaigns.This gives the entir

67、emarketing campaign an uplift and allows AI tooperate at the scale required.”Kunal Aman,Director andHead-Marketing andCommunications-India,Middle East,Turkey&Africa,SAS Pooja Modi,Vice President-JioBusiness,Haptik Page 22Moneka Khurana,Country Head&Board Member,MMAGlobal IndiaRanjana Konatt,Manager-

68、AI Content&CorporateCommunications APAC,MMA Global IndiaRudrashish Nag,Director Membership&BusinessDevelopment,MMA Global IndiaPriyanka Ranka,Manager Operations&Events,MMAGlobal IndiaWe are thankful to our below-mentioned AI Advisory Membersand Partners for their collaboration.Amiya Swarup,Partner,M

69、arketing Advisory Services,Ernst&Young LLPRajiv Dingra,Founder&CEO,ReBid Founder The AI Advisory at MMA Global India is committed to drivingthe adoption of AI applications of marketing at scale.Itrepresents a working coalition of leading marketers andthought leaders who are focused on applying AI to

70、 marketingresponsibly and effectively.Page 23Comprised of over 800-member companies globally and 15 regionaloffices,the MMA is the only marketing trade association that bringstogether the full ecosystem of marketers,martech and media companiesworking collaboratively to architect the future of market

71、ing,whilerelentlessly delivering growth today.Led by CMOs,the MMA helpsmarketers lead the imperative for marketing change in ways that enablefuture breakthroughs while optimizing current activities.The MMA is committed to science and questioning and believes thatcreating marketing impact is steeped

72、in constructively challenging thestatus quo encouraging business leaders to aggressively adoptproven,peer-driven and scientific best practices,without compromise.The MMA invests millions of dollars in rigorous research to enablemarketers with unassailable truth and actionable tools.By enlightening,e

73、mpowering and enabling marketers,the MMA shapes future success,while also propelling business growth.Page 24The information contained in the Driving Gen AI Discovery&Adoption:Top 10 Gen AIFAQs-Answered!(Report)would serve as an educational tool to understand the roleof AI in marketing better while e

74、quipping you with information that leads to stable,safe,and optimal AI strategies.The information contained herein is purely for reference purposes only and we assertthat no business or investment decisions be made solely based on the informationpresented in the Report.If any such decisions are made

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