Comviva’s Research Centre conducted a comprehensive survey with 300+ key marketing decision-makers across various industries. Our study uncovers that the rapidly unfolding GenAI revolution demands a proactive approach, widespread engagement, and thoughtful strategy formulation to seize emerging opportunities and navigate through potential challenges:

• In-House Expertise: The Missing Link
• Technical Integration: The Innovation Knot
• Finding the Fit: Relevant Use Cases
• Data Privacy: The Unyielding Gatekeeper
• The Ethical Conundrum

Download this report to learn more about how GenAI stands out as a transformative force, reshaping how we understand, interact, and influence consumer behaviour.

Key Findings:

• GenAI emerges as a transformative force, capable of creating, optimizing, and personalizing marketing efforts at an unprecedented scale
• 70% of marketers are anticipating a profound impact on creative content planning and generation followed by 65% for personalized marketing and customer experiences.
• Marketing applications are on the brink of significant change, with 54% of participants indicating that GenAI will have the greatest impact on dynamic content creation.
• GenAI is synonymous with financial gains, with 44% of those surveyed viewing revenue growth as the foremost indicator of GenAI investment success.