Are B2B and B2C firms adopting generative AI tools for marketing at the same rate? How does generative AI use differ among firms in different countries?
To find out, Capgemini surveyed 1,800 executives who oversee marketing strategies for a broad range of types of organizations worldwide.
The researchers found that 58% of organizations across sectors and geographies have already implemented generative AI for marketing purposes or they are experimenting with using it.
There is little difference in adoption between the B2B and B2C sectors: 58% of execs in both groups say their firms are using generative AI for marketing.
However, B2C execs are slightly more likely than B2B execs to say their firm has moved past the testing phase to the implementation phase.
Among the countries included in the survey, firms in the United States have the highest implementation rate (50%) of generative AI for marketing, and firms in Sweden have the lowest implementation rate (31%).
About the research: The report was based on data from a survey conducted in October 2023 among 1,800 executives who oversee marketing strategies for a broad range of types of organizations worldwide.
