A Practical Roadmap for Marketing Organizations. Generative AI (GenAI) may offer a transformative
potential for marketing, but realizing this requires a
strategic, organization-wide approach. This white
paper, based on a comprehensive study conducted by
the MMA/MarCaps partnership (n=521) and interviews
with leading CMOs, explores the challenges and
opportunities inherent in GenAI adoption. We introduce
a strategic framework, the "Need-Case Map," to guide
marketers in prioritizing investments, aligning initiatives
with business objectives, and maximizing impact. Our
research reveals key differentiators of leading firms,
emphasizing the critical role of a need-case-driven
approach, robust organizational capabilities, and a
structured roadmap for navigating GenAI deployment.
