Consumers raise personalization standards: Better targeting alone won’t build loyalty; transparency is the value exchange that makes it work.

Nearly 70% of large organizations are using genAI tools in marketing, but only 7% of global marketing leaders strongly agree that genAI use has improved the effectiveness of their campaigns, per a new study from Capgemini. The challenge may lie in budget control: More than half of AI initiatives are funded by IT. For AI to become the engine of growth that leaders envision, marketing needs to assume ownership, budget, and strategic influence to bridge the gap between its potential and its realized value.