{"id":517761,"date":"2024-04-03T09:55:55","date_gmt":"2024-04-03T09:55:55","guid":{"rendered":"https:\/\/www.capgemini.com\/au-en\/?post_type=research-and-insight&#038;p=517761"},"modified":"2025-04-03T05:11:44","modified_gmt":"2025-04-03T05:11:44","slug":"navigating-the-gen-ai-era","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/au-en\/insights\/research-library\/navigating-the-gen-ai-era\/","title":{"rendered":"Navigating the Gen AI era"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:67% 49%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Data and AI<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Navigating the gen AI era<\/h1><\/div><div class=\"inner-row-insight download-btn\"><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/solutions\/hr-data-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/solutions\/hr-data-analytics\/&amp;text=HR%20data%20analytics\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/solutions\/hr-data-analytics\/&amp;text=HR%20data%20analytics\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-insights-and-strategies-for-the-future-of-bank-marketing\">ÎÚÑ»´«Ã½ and strategies for the future of bank marketing<\/h3>\n\n\n\n<p>Generative artificial intelligence (AI) has quickly become a mainstream tool that is being applied across organizations in many industries. For banks, it promises to transform the way marketing works. To understand how it is being used in banking, the ÎÚÑ»´«Ã½ Research Institute surveyed and interviewed a variety of marketing executives from 216 banks in 14 countries.<\/p>\n\n\n\n<p>Overall, interest in generative AI is increasing across the banking industry, with most enterprise functions reporting that they are testing, using, or have strategies for using the technology. But marketing groups seem to be moving especially fast, with 72% having taken such steps. Another 8% are taking a \u201cwatch and wait\u201d approach.<\/p>\n\n\n\n<p>To move ahead successfully, chief marketing officers need to focus on several fundamental issues:<\/p>\n\n\n\n<figure class=\"wp-block-image alignright size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Document_Thumbnail_40cb86.jpg\" alt=\"\" class=\"wp-image-1011535\" style=\"width:200px\"\/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Strategic direction<\/strong>&nbsp;with clear goals for the use of generative AI in marketing and roadmaps that prioritize short- and medium-term objectives.<\/li>\n\n\n\n<li><strong>Leadership and oversight<\/strong>&nbsp;with a specialized marketing task force, robust ethical guidelines, and ongoing monitoring of changing AI regulations.<\/li>\n\n\n\n<li><strong>Iterative execution<\/strong>&nbsp;with a gradual approach to implementation that starts with small-scale projects focused on high-impact, low-risk uses, and grows over time.<\/li>\n\n\n\n<li><strong>Expanded boundaries<\/strong>&nbsp;with new, broader external partnerships and evolving marketing leadership roles that encompass cutting-edge technologies.<\/li>\n\n\n\n<li><strong>A strong focus on data<\/strong>&nbsp;ensuring the use of diverse, high-quality datasets and preparing a strong data foundation to support generative AI.<\/li>\n<\/ul>\n\n\n\n<p>Explore our latest point of view to uncover invaluable insights and innovative strategies tailored for banks aiming to unlock the full potential of generative AI.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/go.capgeminigroup.com\/capgemini-navigating-the-gen-ai-era\" target=\"_blank\" rel=\"noreferrer noopener\">Download paper<\/a><\/div>\n<\/div>\n\n\n\n<div 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