A Practical Guide for Marketers Who Want to Use GenAI

A recent McKinsey survey revealed that only 10%–14% of companies consistently deploy generative AI in their marketing and sales initiatives. Why, in a function that seemingly stands to gain the most from generative AI, is adoption so limited? And how can marketers bridge the gap and fully harness this potential? As marketers try to navigate this transformative moment, it seems many are struggling with where to begin.