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WARC Unlocking the Power of Generative AI: A Key Trend for Marketers in 2024

WARC’S Unlocking the Power of Generative AI: A Key Trend for Marketers in 2024

In a rapidly evolving marketing landscape, staying ahead of emerging trends is essential for businesses looking to succeed. WARC’s Marketer’s Toolkit 2024, released on November 8, 2023, sheds light on five critical trends set to shape global marketing strategies in the coming year. One trend, in particular, stands out – the potential of Generative Artificial Intelligence (Gen AI).

Generative AI has moved beyond being just a promise, and in 2024, it will become a practical tool for overhauling media strategies and audience targeting. Brands are increasingly looking to leverage accessible Gen AI tools to experiment with creative development, and nearly three-quarters (70%) of marketers plan to unlock the potential of AI in their marketing efforts.

The Marketer’s Toolkit is based on WARC’s GEISTE methodology (Government, Economy, Industry, Society, Technology, Environment), combining research from 1,400+ marketers worldwide and one-on-one interviews with marketing leaders. These insights highlight the increasing importance of Gen AI in marketing.

Of the respondents to the survey, 12% are eager to adopt Gen AI wherever possible, while over half (58%) describe themselves as “cautiously progressive,” actively testing and evaluating Gen AI in their marketing strategies. However, the opportunities presented by Gen AI also come with potential risks, including concerns related to brand safety, copyright, sustainability, and agency remuneration.

Jonathan Halvorson, Global SVP, Consumer Experience & Digital Commerce at Mondelēz, points out that the challenge is to build AI into a scaled organizational competency, emphasizing that it’s a race that companies must win.

In a world where consumer insights are paramount to success, The Marketer’s Toolkit helps marketers navigate emerging threats and opportunities. It’s worth noting that 64% of survey respondents are concerned about the economic picture in 2024. However, the majority (61%) expect improved business performance in the coming year, with WARC forecasting global ad spending to grow by 8.2% in 2024, surpassing $1 trillion for the first time.

In summary, Gen AI is set to revolutionize marketing in 2024, with an increasing number of marketers recognizing its potential. However, it’s crucial for businesses to navigate the associated challenges while remaining agile in a rapidly changing marketing landscape.

The Marketer’s Toolkit 2024 is part of WARC Strategy’s The Evolution of Marketing program, offering a series of practical reports designed to help marketers address major industry shifts to drive marketing effectiveness in the coming year. The toolkit is complemented by a series of podcasts and a webinar, providing a comprehensive resource for marketers looking to stay ahead of the curve in 2024.


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