Is capturing the real value of #GenerativeAI proving more challenging than advertisers expected? Our Ruben Schreurs shared his insights with MARKETING-INTERACTIVE. Click below to learn more. Nick Pugh Lars Noordewier Mark Gay Paul Williamson Susanne Elias Leela Nair Olga de Giovanni Bouke de Vries Les Hostetler Travis Lusk Federica Bowman
#GenerativeAI has taken the globe by storm and more companies are already investing in it for marketing. However, despite many of the #APAC marketers intending to use AI, their readiness, usage and investment are still in the early stages. According to WE Communications’s latest ‘brands in motion’ report, only 46% of companies are investing to upskill their employees in AI learning and programmes, revealing a vision-action gap. Vincent Kan, head of digital and GBA practice for PHD Hong Kong, said, "While adopting AI may involve a learning curve, continuous monitoring and evaluating the cost-benefit ratio are crucial to understand the overall return on investment." “Existing staff can improve the quality of their output significantly, and this is often overlooked as a financial benefit, beyond the mere cost saving,” said Ruben Schreurs, chief strategy officer, Ebiquity plc. #report