Brands need to differentiate themselves in a crowded market. AI can help. But the content needs to be personalized and trained on the brand's own data to avoid generic output. And brands need to be sure that source content has a clear voice and point of view.

Last week, Arc, a web browser from startup The Browser Company, released a new AI-powered feature called pinch-to-summarize, which provides an instant summary of full web pages. That follows Arc’s release of “Arc Search,” a mobile app that will search the internet based on a user’s query and deliver an AI-generated page summarizing the breadth of information it searched. It’s not the only AI tool targeting search. Perplexity is seeing increased attention for its ability to summarize data sets, including searching in Reddit posts or YouTube videos. This month also saw the rebranding of Google’s Bard chatbot to Gemini as the company doubles down on AI search.

With OpenAI’s new GPT Store, an Apple App Store-like interface that opened earlier this month, SEO professionals can share their own custom versions of ChatGPT with premium subscribers. But these collaborative innovations aren’t without their challenges. Generative AI can’t do everything, and it can be hard to vet new tools in the store.

Tech is awash with hype cycles, but experts agree that generative AI has firmly established its staying power. Our “Attention! Trends and Predictions for 2024” summit shed light on the promise of generative AI, revealing three key growth areas: revolutionizing retail with conversational search, streamlining innovation with low-code automation, and pioneering inclusivity within AI development.

More than 40% of AI and machine learning (ML) decision-makers worldwide highlighted improvements to their product or service quality as their primary driver for developing AI and ML applications, per a survey by S&P Global Market Intelligence. The same group of decision-makers also agree that cost savings in both IT and operational efficiencies (39%) and increasing innovation (39%) are primary drivers.

AI marketing company Jasper has been in the news after cutting its valuation and bringing on Dropbox’s former president as CEO. The tech company, which released a new end-to-end marketing tool in June, faces competition from OpenAI’s ChatGPT and the old guard of Microsoft and Google. But Jasper is unique in its ease of use and specific aim as a marketing tool.

Generative AI hype has faded, but adoption is still increasing, uses are advancing, and it’s influencing marketers’ workflows and consumers’ behaviors. Here are five charts breaking down the current state of generative AI.

In 2025, more than half of US Gen Zers (52.9%) and millennials (52.0%) will be monthly generative AI users, according to our forecast.

Key stat: Among US adults who are very trusting of generative AI, 60% are men and 40% are women, according to Morning Consult. People who trust AI also tend to be millennials and have less than a college education.

ChatGPT may have all of the buzz when it comes to AI platforms, but marketing technology and platforms are quickly catching up by adding a host of AI features to their systems. For starters, Adobe unveiled “Generative Fill” in Photoshop last week, a feature that uses AI to extend the canvas of your design, fill in backgrounds, and more. Meanwhile, Acquia unveiled a chatbot within its digital asset management platform.

Last month, Meta said it would use generative AI in ad creation by the end of the year. Not long after, Google announced generative AI ad plans of its own in the form of tools that will “remix” ads based on client goals. Neither company has released details of what these AI updates will look like, but the changes are big news for advertisers, agencies, and everyone in between.

Global spending on AI-centric systems—including the software, hardware, and services for these systems—will increase 27% this year to reach $154 billion, according to the International Data Corporation (IDC).

Nearly half (49%) of US adults are interested in AI-powered online search capabilities, per Morning Consult. Other popular applications of AI technology include recipes, roadside assistance, smart assistants, and product design based on consumer trends.

When asked about generative AI, 62% of US adults strongly or somewhat agreed that it can save time and resources in the workplace, but there were concerns about the effectiveness and accuracy of its written work, according to Ipsos.

From winning “an insane amount of PR coverage” to being nimble enough to strike at the peak of buzz, Aron North, Mint Mobile’s CMO, shares how the ad that had everyone talking came about and what other marketers can learn from his experience.

As of last month, 54% of US adults were not familiar with ChatGPT at all, according to YouGov. Familiarity increased with education level, with 67% of those with a postgraduate degree having some knowledge about the conversational AI product.

US venture capital funding of generative AI was up 27% year over year in 2022, hitting $1.4 billion, according to PitchBook. That money, however, was spread among fewer deals—78 last year compared with 85 in 2021. Nonetheless, it represents a massive increase from 2020, when funding totaled $200 million.

AI is already here—creating marketing copy, generating images, even writing an ad for Ryan Reynolds’ company. Here are five charts to help you mull over the advantages of AI. A word of caution: We expect progress to be slow if resources and budgets continue to be tight.

AI chatbot ChatGPT and digital portrait generator Lensa have seen a lot of hype over the last couple of weeks. There’s every chance their buzz is a passing fad. What’s not a passing fad? The use of generative AI in marketing, which will increase significantly over the next few years.