Generative AI (genAI) is transforming the landscape of advertising and media strategy. CMOs and brand strategists can use the technology to enhance campaign effectiveness and overall marketing ROI, as long as they carefully consider its challenges.

Key Question: How can marketing teams use genAI to enhance advertising and media strategy and maximize ROI—all while navigating implementation challenges?

Key Stat: More than half (55%) of marketers believe that genAI will have a positive impact on brand authenticity, compared with 18% who believe it will have a negative impact, according to a February 2024 survey by Anteriad and Ascend2.