Cambridge Business Association
How GenAI Is Shaping the Future of Creativity in Marketing
Article

How GenAI Is Shaping the Future of Creativity in Marketing

Matthew Kropp, Alex Baxter, Rob Fagnani and Kenneth Reisman
Boston Consulting Group, 2024
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Editorial Rating

7

Qualities

  • Analytical
  • Applicable
  • Overview

Recommendation

GenAI tools have evolved considerably, enabling marketers to rapidly produce vast amounts of personalized content, while boosting creativity. However, organizations must transform legacy workflows and processes, while rethinking roles and embracing a more decentralized approach to content creation, if they’re going to harness the power of GenAI to engage consumers. Boston Consulting Group analytics reveal four key ways marketing is changing while shedding light on what the future of marketing might look like as organizations blend human ingenuity with the power of GenAI and data-driven insights.

Summary

GenAI models enable marketers to rapidly execute creative, personalized campaigns at a broad scale.

When marketing teams harness the power of GenAI, they can dramatically boost creativity, while transforming all stages of content creation. Using GenAI, marketers can leverage data-driven insights, adapting the tone and content of campaigns to reflect changing consumer preferences and needs in real-time, better engaging audiences. GenAI enables marketing teams to deliver relevant, high-quality content at scale, personalizing product recommendations, communication, and promotions on a broader level, while delivering limitless variations of personalized content to users to reflect their specific contexts.

GenAI’s capabilities have evolved drastically since 2022: While earlier models often produced strange and unusable images, today’s models can generate professional quality images, music, video, 3-D graphics and more from simple text prompts alone. For example, GenAI can create video footage that’s “virtually indistinguishable” from live action, and voice-overs for campaigns...

About the Authors

Matthew Kropp, Alex Baxter, Rob Fagnani, and Kenneth Reisman are professionals with Boston Consulting Group.

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