The 2024 CMO Guide to GenAI is a new resource for the
marketing industry showcasing tested strategies for unlocking
growth with generative AI; Case studies from brands including:
Mastercard, Infosys, National Lacrosse League, Nestlé Hot Pockets,
Intuit Mailchimp, & Shell
NEW
YORK, July 22, 2024 /PRNewswire/ -- The
ANA's Global CMO Growth Council has announced the launch
of "The CMO Guide to GenAI," a first-of-its-kind public collection
of case studies from some of the world's leading brands. The guide
serves as a proof point from some of the world's leading brands
including Mastercard, Infosys, National Lacrosse League, Nestlé Hot
Pockets, Intuit Mailchimp, & Shell.
At the 2024 Cannes LIONS Festival of Creativity, where the
Global CMO Growth Council convened hundreds of CMO delegates from
the world's top brands combining over half of all global
advertising and media spending to discuss marketing's role as a
force for growth and innovation, the calls to action from CMOs were
clear: the industry needs an open source of information showcasing
how businesses have successfully implemented Generative AI as a
tool to drive business growth.
Available to the entire industry today, the Guide features seven
case studies from brands, highlighting a key insight and result for
each. From improving the probability of campaign success to making
deeper brand involvement possible to increasing the value of
engagement, these case studies showcase how marketers can
accelerate their progress with Generative AI to drive more
growth.
"CMOs are the primary brand stewards for their organizations and
the people they serve. Any decision a CMO makes related to
generative AI carries the potential for a uniquely multifaceted
impact on their company, throughout the extensive marketing supply
chain, and ultimately on their consumers, and society," said
Nick Primola, Group Executive Vice
President at Association of National Advertisers, who also leads
the ANA's Global CMO Growth Council. "By making these insights and
examples available in this compendium, we hope to inspire teams to
explore and embrace the possibilities of Generative AI in their
2025 plans."
"If marketers are not using AI and Generative AI to make their
teams more efficient, they are already falling behind. The
team at Mastercard has been integrating AI into their work for
years. Now, we're advancing this approach by embracing new
Generative AI capabilities. The Mastercard Digital Engine is a
game-changing product that delivers tailored content to consumers
precisely when it's most impactful, benefiting both the company and
its customers," said Raja
Rajamannar, Chief Marketing and Communications Officer,
Mastercard.
"Our association with tennis has already won numerous awards for
Infosys across marketing and technology forums. A number of
academic case studies have been created about it, including from
INSEAD, Wharton, and IMD. Infosys was also recently recognized as
one of the Most Influential Brands in the World of Sports Tech by
the STA Group. This campaign is a testament to the capabilities of
Infosys Topaz — our AI-first offerings suite — to bring to life
agile experiential innovations in less than 30 days," said
Sumit Virmani, Chief Marketing
Officer, Infosys.
"Our initial deep dive into Generative AI is influencing every
aspect of our future marketing strategy. Instead of relying on
potentially imperfect third-party data or spending significant
budget on single-focus qualitative studies, the NLL now has
specific and actionable insights supplied by our core fans and
consumers that we can adopt immediately and experience the positive
benefits without having to wait an extended period of time," said
Kurt Hunzeker, Executive Vice
President, Commercial Operations, National Lacrosse League.
"In harnessing the power of Generative AI, we didn't just
redefine our brand communications; we unleashed a tidal wave of
creativity and efficiency. By embracing the speed of now and the
ingenuity of technology, we captured the essence of Gen Z and set
new standards for dynamic brand representation. This case
exemplifies how the fusion of human insight with the capabilities
of Generative AI can propel brands into the future, saving time,
resources, and unlocking unprecedented levels of visual dynamism,"
said Bryan Waddell, Senior Brand
Manager, Hot Pockets.
"I've seen first-hand how building familiarity with AI can offer
compounding benefits for a marketing team. Wink, the in-house
agency at Intuit Mailchimp, used a combination of Generative AI and
human expertise to collaborate more constructively, to quickly
optimize, and to thoughtfully localize our message for various
markets. The campaign was probably the most extensive we have ever
undertaken in terms of the amount of assets, but it took less time
than any other campaign because of the use of AI," said
Michelle Taite, Chief Marketing
Officer, Intuit Mailchimp.
"AI is here to stay and we've been piloting various use cases in
our global marketing community over the past two years. It's
already saving us millions of dollars TODAY, with a huge potential
for what it can give us in the future. From a talent and people
point of view, what we are seeing is that colleagues with
historically repetitive/operational roles are now enabled with more
hours in a day to both upskill themselves on new marketing tools
(like Generative AI) but also spend those hours on higher
value-work. This includes finding even MORE applications and use
cases for AI!" said Rahul Malhotra,
Head of Group Brand Strategy and Stewardship, Shell.
Earlier this year, the Global CMO Growth Council released its
Official Position on Generative AI to help ensure that
AI-based initiatives create value without unintended consequences
that may be harmful to any of their constituents.
View the 2024 CMO's Guide to GenAI at the following link:
https://assets.foleon.com/eu-central-1/de-uploads-7e3kk3/30230/cmo_guide_to_gen_ai_-_compendium.48b0aecdfcc2.pdf
ABOUT THE ANA GLOBAL CMO GROWTH COUNCIL
The ANA's
Global CMO Growth Council, formerly known as the ANA Masters
Circle, is a partnership between ANA and Cannes LIONS and
represents over 1,200 chief marketers worldwide. Chaired by
Marc Pritchard, chief brand officer
at Procter & Gamble, the
leadership team includes 50 chief marketers from the world's top
brands. Since its launch in 2018, the Growth Council has mobilized
thousands of CMOs and industry leaders around the world to
transform marketing into a force for economic growth and a force
for societal good. It is a community of influential and
distinguished marketing leaders addressing key issues facing CMOs,
their companies, and all of the stakeholders they serve. Chief
marketers hold a privileged responsibility to accelerate broad and
bold initiatives that will lead to lasting benefits for their
brands, their customers, and our global society.
ABOUT THE ANA
The ANA's (Association of National
Advertisers) mission is to drive growth for marketing
professionals, brands and businesses, the industry, and humanity.
The ANA serves the marketing needs of 20,000 brands by leveraging
the 12-point ANA Growth Agenda, which has been endorsed by the
Global CMO Growth Council. The ANA's membership consists of U.S.
and international companies, including client-side marketers,
nonprofits, fundraisers, and marketing solutions providers (data
science and technology companies, ad agencies, publishers, media
companies, suppliers, and vendors). The ANA creates Marketing
Growth Champions by serving, educating, and advocating for more
than 50,000 industry members that collectively invest more than
$400 billion in marketing and
advertising annually.
Media Contact:
Rose Levy
202-262-1635
380627@email4pr.com
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SOURCE ANA Global CMO Growth Council