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Key Questions Answered
When did technology companies start using GenAI?
What reasons led to the adoption of GenAI in sales and marketing?
What tasks is GenAI used for in sales and marketing?
What are the benefits of Generative AI?
What are the challenges, barriers to adoption, and risks of GenAI?
How is Generative AI going to evolve?
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Methodology
This study is based on qualitative interviews conducted with 10 industry professionals - five from Europe and five from the United States - who hold leadership positions in marketing or sales within large technology enterprises. The interviews took place online between the 20th and 31st of January 2025, using a semi-structured format to explore participants’ experiences with generative AI, focusing on adoption, benefits, challenges, and future outlook.
About this Report
Generative artificial intelligence (GenAI) is revolutionising industries by enhancing efficiency, creativity, and decision-making processes. In marketing and sales, GenAI presents a unique ability to augment human capabilities, transforming routine workflows into highly effective operations. This report looks at how GenAI is used by marketing and sales leaders working at large enterprises in the US and Europe. More specifically, it explores why they adopted GenAI in their workflows and for which specific use cases, the benefits and challenges they experience, as well as the risks they associate with this technology.