Are B2B and B2C companies adopting generative AI tools for marketing at the same rate? How does the use of generative AI differ among companies in different countries?
Discover, Capgemini interrogates 1,800 executives who oversee marketing strategies for a wide range of organizational types worldwide.
Researchers find that 58% of organizations, across all sectors and geographies, have already implemented generative AI for marketing purposes or are experimenting with its use.
There is little difference in adoption between the B2B and B2C sectors: 58% of executives in both groups say their company uses generative AI for marketing purposes.
However, B2C executives are slightly more likely than B2B executives to say their company has moved beyond the testing phase and into the implementation phase.
Among the countries included in the survey, U.S. companies have the highest implementation rate (50%) of generative AI for marketing, and Swedish companies have the lowest implementation rate (50%). 31%).
About the research: The report draws on data from an October 2023 survey of 1,800 executives who oversee marketing strategies for a wide range of organization types around the world.
