Universidad Tecnológica de El Salvador
Accelerating AI-Driven Marketing Maturity
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Accelerating AI-Driven Marketing Maturity

Paola Francesca Scarpa, Henry Leon and Javier Pérez-Moiño
Boston Consulting Group, 2024
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Rapid technological advancements are quickly reshaping the landscape of digital marketing as it becomes increasingly AI-driven. Boston Consulting Group offers insights from research undertaken in collaboration with Google, revealing how these shifts are affecting the markers of digital maturity for companies globally and across industries. Their white paper recommends next steps for brands at each level of maturity.

Summary

To excel in AI-driven marketing, companies need to upgrade their capabilities.

The rapid evolution of data-driven marketing means organizations must take action to advance their level of marketing maturity — and even to maintain it. Since 2021, companies’ average maturity decreased by 8% due to the intense challenges in maintaining capabilities.

Four factors are driving the need for increased capabilities: the development of AI and generative AI; the growth of cloud architecture and associated increases in IT complexity; the need for massive quantities of high-quality consumer data; and the increasingly omnichannel nature of digital marketing. These disruptors are creating the imperative for companies to increase their capabilities but also offer opportunities for boosting their productivity, profitability, and competitiveness.

Capabilities once considered optional have now become ...

About the Authors

Paola Francesca Scarpa, Henry Leon, and Javier Pérez Moiño are professionals with Boston Consulting Group. 

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