Around three in five marketing directors globally plan to invest more than 10 million dollars annually in Generative Artificial Intelligence (AI) initiatives over the next three years. This is one of the key findings of the study "How CMOs Are Shaping Their GenAI Future," conducted by the Boston Consulting Group (BCG), which highlights the growing adoption of Generative AI as a strategic priority for companies.

Tiago Kullberg, Managing Director and Partner at BCG in Lisbon, emphasizes the increasing role of Generative AI in company strategies: “Marketing directors are using Generative AI to boost efficiency, accelerate content production, and better understand consumers.

Mass personalization is a major promise of this technology, but it requires time and a larger transformation, combining predictive analytics with operations that generate quality interactions.”

According to the study, 50% of respondents identify Generative AI as one of their top five priorities for the coming year, and 80% state that this technology is already improving automation, productivity, and speed in their organizations.


The main priorities for the use of Generative AI in marketing include content creation (36%), social media monitoring (32%), copywriting (31%), and segmentation and predictive analysis (27%). These technologies are being used to obtain more detailed feedback, based on data about variations in customer segments and differences with competitors, offering competitive advantages.

The study also reveals that 78% of marketing directors are optimistic about the impact of Generative AI, and 75% express confidence in the technology’s potential. However, there is also some resistance: 18% of respondents reject the adoption of Generative AI, an increase from 12% last year, showing some concern about the impact of this technology.