| Page 10 | MMA / Marketing + Media Alliance
Noha Abdalla
Chief Marketing Officer
Choice Hotels
“
MMA really, as a group, looks to the future to make sure that marketers are staying at the forefront of how we can continue to evolve and develop marketing into the function that really is the growth lever of the companies we work for.”
David Mogensen
VP of Global Marketing
Uber
“
The thing that makes the MMA unique from different industry groups is their research for the industry on some of the toughest challenges that we as marketers face. It's unbiased and purely for making the profession work at a higher level.”
Keith Bryan
Former President, Best Buy Ads, Media & CRM
Best Buy
“
The MMA and its boards, think tanks, and councils - the composition of which represent arguably the deepest bench of marketing/media experience among all such organizations - are uniquely positioned to have a substantive impact on the future of marketing and media.”
Andrea Brimmer
Chief Marketing and Public Relations Officer
Ally Financial
“
We've been doing a lot of good work around marketing org design, future of marketing, obviously a significant focus on AI, to help marketers continue to navigate forward.”
Norman De Greve
SVP & Chief Marketing Officer
General Motors
“
To me, there really is no other place that is adding the amount of rigor to marketing that the MMA is… We tackle the biggest opportunities and challenges in the industry—all with the purpose of helping marketers create more value.”
Whitepaper

Navigating the GenAI Landscape

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. We introduce a strategic framework, the "Need-Case Map," to guide marketers in prioritizing investments, aligning initiatives with business objectives, and maximizing impact.
AI

Navigating the GenAI Landscape

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.
Released: 
August, 2025
File Size: 
7.5 MB
Education Section: 
Guidelines
Region: 
Global

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