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 * Current: IDC Estimates that GenAI Will Increase Marketing Productivity More
   Than 40% by 2029

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Publication date: 01 4月 2024


IDC ESTIMATES THAT GENAI WILL INCREASE MARKETING PRODUCTIVITY MORE THAN 40% BY
2029


CONTACT

For more information, contact:


 * Michael Shirer  Email: press@idc.com  Phone number: 508-935-4200

NEEDHAM, Mass., April 1, 2024 – New research from International Data Corporation
(IDC) shows that applying generative artificial intelligence (GenAI) to a range
of enterprise marketing tasks will result in an estimated productivity increase
of more than 40% by 2029.

"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."

To calculate the potential impact of GenAI capabilities on marketing, IDC
modeled the work of 24 key marketing roles across five main categories of work –
Management and Planning, Branding and Creative Services, Campaign and
Engagement, Analytics and Reporting, and Other. Next, IDC estimated how much of
each category of work can be delegated to GenAI over the next five years.
Combined with staffing levels and fully loaded cost estimates, IDC then
calculated the productivity impact of adopting GenAI throughout a large
marketing team.

The results show that GenAI will be able to handle more than 40% of the
collective work of marketing teams and potentially 100% of specific marketing
tasks. While the benefits of applying GenAI to marketing tasks will vary by
company based on the number of individuals associated with each role and the
salary ranges at the organization, the productivity gains (as a percentage of
work) offer strong guidance for marketing teams of all sizes.

To prepare their organizations to take advantage of GenAI, IDC recommends that
tech buyers take the following steps:

 * Evaluate the breadth and depth of discrete use cases vendors support today,
   and in the future, as use cases will directly translate into business
   outcomes and create strong economic justification for investment.

 * Buyers should also focus on how effectively a vendor's architecture, tooling,
   and service resources accelerate the journey down that use case road map.

 * Determine the level of infrastructure required to support each type of work.

 * Implement AI capabilities from the data layer up, not from the task
   automation layer down. Every instance of GenAI in a commercial enterprise
   should share common services for data, governance, security, and so forth.

 * Prepare staff (and organizations) for fundamental job changes, which may
   necessitate upskilling, reorganization, elimination of some job titles,
   expansion of other job titles, and the creation of entirely new career paths.

 * Prepare your data. Organizations that do not have real-time, clean, governed
   data sets will not be able to take full advantage of this new generation of
   marketing technology.

The IDC report, GenAI Will Increase Marketing Productivity by More than 40% in
the Next Five Years; Then Sam Altman Says It Could Be Closer to 95% (Doc
#US51883524), 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.

About IDC

International Data Corporation (IDC) is the premier global provider of market
intelligence, advisory services, and events for the information technology,
telecommunications, and consumer technology markets. With more than 1,300
analysts worldwide, IDC offers global, regional, and local expertise on
technology, IT benchmarking and sourcing, and industry opportunities and trends
in over 110 countries. IDC's analysis and insight helps IT professionals,
business executives, and the investment community to make fact-based technology
decisions and to achieve their key business objectives. Founded in 1964, IDC is
a wholly owned subsidiary of International Data Group (IDG), the world's leading
tech media, data, and marketing services company. To learn more about IDC,
please visit www.idc.com. Follow IDC on Twitter at @IDC and LinkedIn. Subscribe
to the IDC Blog for industry news and insights.





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COVERAGE



REGIONS COVERED

Worldwide



TOPICS COVERED

 * Generative artificial intelligence
 * Marketing automation



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