CMOs and their leadership teams are finding their foothold in the potential efficiency and creativity that GenAI promises to provide, while straddling the analog needs and benefits of a human-centered reality.
Five marketing predictions from Gartner experts offer a perspective on how to prepare for the disruptions created by social media’s decay, an AI-free approach to communicating brand value, and the myriad ways in which GenAI will change the landscape of everything from search behavior to staffing considerations.
No. 1: By 2025, a perceived decay in the quality of social media sites will push 50% of consumers to significantly limit their use of major platforms.
The impact: Consumer concern over GenAI spreading misinformation on social platforms remains high. Over 70% of consumers expect AI to negatively impact social channels. Many social channels have already begun to incorporate AI, which has the potential to hasten the perception of diminished quality. As a result, consumers are actively limiting their use of major platforms.
No. 2: By 2026, 80% of creative talent will use GenAI daily, allowing for more strategic work, resulting in increased spending on creative.