Gaps remaining for marketers trying to benefit from GenAI

Author Moonshot.news

Published on: 19/03/2025

77% of marketers explore GenAI but only 44% realize significant benefits. Creative tool providers offer numerous ways to customise content generators to produce branded content but gaps remain in their ability to generate on-brand, commercially publishable media at scale, a survey by market research firm Gartner shows. A forecast by International Data Corporation predicts that by 2028, one out of five marketing roles or functions will be held by an AI worker, shifting human expertise to driving strategy, creativity, ethics, and managing a blended human and AI workforce.

 “AI agents can significantly enhance the efficiency and creativity of marketing teams by automating repetitive tasks and enabling the rapid generation of personalised content at scale. These agents can be trained to conform with brand guidelines and consumer preferences, allowing them to produce tailored content that resonates with specific audience segments”, says Gartner VP Analyst, Andrew Frank.

“By leveraging AI agents, marketing teams can quickly assemble and organise content for various channels, freeing up human creatives to focus on higher-level strategic thinking and ideation. This not only accelerates the content creation process but also allows for more dynamic and responsive marketing strategies because AI agents can adapt content based on consumer interactions and feedback.”

He says that there however are potential limitations to relying on AI agents.

“While these tools can efficiently handle large volumes of content, they may struggle with capturing the nuanced emotional and cultural aspects that human creatives naturally incorporate into their work.” 

“Additionally, AI agents require substantial initial setup and ongoing oversight to ensure they remain aligned with evolving brand strategies and ethical standards.” 

“Without careful management, there is a risk of over-reliance on AI”, he says adding that chief marketing officers must approach the customisation of GenAI models with a holistic view, weighing the pros and cons across several dimensions. 

• Ethically, it is crucial to use models trained on licensed or public-domain datasets for commercial content to ensure creators are recognized and rewarded. 
• Aesthetically, detailed brand guidelines design principles must be consistently applied to ensure the AI-generated content aligns with brand standards and sensibilities.
• Technically, CMOs should choose the right model type—whether end-user application models, dedicated media models, enterprise cloud-provider models, or open-source community models—based on their organisation’s specific needs and resources.
• Financially, while GenAI can reduce traditional production costs, the computational expenses can be high, necessitating careful cost management and possibly leveraging enterprise licensing arrangements. 

The IDC fore3cast says by 2026, 45% of individuals will search for information and engage in dialogue with brands via GenAI, forcing marketers to build and optimise for humanised digital AI as the primary customer interface..

Other urgent business and technology trends that marketing leaders must pay attention to in order to stay resilient against evolving market conditions and differentiate themselves by demonstrating their competitive advantage, according to IDC:

• By 2027, 45% of traditional B2B lead and demand generation efforts will transition to automated sensing, personalized engagements, and content creation, fast-pathing customers to transactional commerce..
• By 2029, traditional agencies will reduce staff by 40%, migrating execution to limited, AI-enabled contractors and focusing their remaining resources on advanced data governance, AI services, and strategies.