Media groups, including Schibsted, use it to transcribe interviews and for copy editing. KSAT-TV uses AI to transcribe videos into text, while News Corp Australia employs generative AI to produce 3,000 local news stories a week. For example, in wealth management, GenAI helps banks like Wells Fargo suggest optimal investment strategies and create customized portfolios based on individual risk appetites.
Reinvent with AI and data
On May 7, 2026, ChatGPT https://creaspace.ru/users/profile.php?user_id=34292 began surfacing clickable brand links directly inside responses rather than mainly through citations or follow-up prompts. Total ChatGPT referrals increased 157.7% week over week, while homepage referrals increased 354.7%. AI referrals increasingly skew toward top-level and homepage destinations rather than deeply nested pages.
Solutions
For many marketing teams, prebuilt tools are the easiest way to get started with generative AI. They are intuitive and you can easily get started drafting content, brainstorming campaign ideas, generating image variations and summarizing research. For teams early in adoption, they offer a fast path to productivity without major technical or infrastructure investment. A related area for scholarly exploration pertains to risk (e.g., Haidar, 2023; Vartak, 2023). One of the senior executives we interviewed, employed by a Fortune 500 company, indicated both excitement and significant trepidation about the deployment of various Gen AI solutions. They noted concern about the opportunity costs of not deploying Gen AI solutions, along with an equal measure of concern about risk exposure in deploying these tools (e.g., malicious use).
Accenture Partners with L’Oréal Groupe-backed Noli to Deliver AI-Powered Beauty Shopping Experience
Businesses of every size are incorporating AI into their strategies because it offers new ways to personalize campaigns, refine targeting, and manage large volumes of customer interaction. As such, it seems fitting that members of the marketing discipline take the lead on research into Gen AI. Driven by a deep understanding of customers, we bring strategy, creativity and technology together to turn insight into experiences clients can trust—helping world-class organizations turn what could be, into what is. Uncover the benefits of AI platforms that enable foundation model customization through technology, processes and best practices to help you easily operationalize the gen AI lifecycle. Used in marketing departments, generative AI optimizes resources, freeing up human workers for valuable and creative tasks.
Research addressing regulatory, societal, and social issues associated with Gen AI
Generative AI is also used to translate content from one language to another, or convert files into several formats, streamlining marketing departments’ day-to-day operations and increasing a brand’s reach. For instance, generative AI might create customized recipes and meal-planning ideas based on customer grocery orders, or interpret an individual’s feedback to generate product recommendations. For deeper guidance on building high-quality AI agents and understanding compound AI systems architecture, explore Databricks’ resources on agentic AI deployment and enterprise governance. Generative AI models are increasingly embedded within agentic AI frameworks as reasoning engines, while agentic AI handles orchestration and memory management that makes complex workflows possible. AI assistants are shaping customers’ perception and decisions, forcing banks to rethink how their brands and products are discovered, compared, and purchased.
How Generative AI Works: LLM Foundations for Content Creation
Mobile manufacturers like Google, Apple, and Samsung will ship dedicated low-power GPU compute that delivers fast inference with no network and no cost on your phone. In fact, Anthropic has now had an almost unparalleled 18 months atop the LLM leaderboards for coding, starting with the release of Claude Sonnet 3.5 in June 2024. When Google released Gemini 3 Pro in mid-November 2025, its own model card10 showed it leading most major evaluations—except SWE-bench Verified,11 where it still trailed Claude Sonnet 4.5. Just a week later, Anthropic widened the gap again with Claude Opus 4.5,12 which reset the high-water mark for code generation and reaffirmed Anthropic’s position as the category’s top performer.
Use generative AI to drive growth and productivity across the enterprise
- The market map below shows which players have emerged across functions to capture part of the $7.3 billion enterprise investment in departmental AI.
- It perceives context through data sources and memory, plans by decomposing a high-level goal into discrete subtasks, and acts by calling external tools, spawning sub-agents, or writing outputs to downstream systems.
- It exports SVG vectors, supports negative prompts, and includes in-app inpainting/outpainting, making it perfect for logo iterations, icon suites, and product mockups.
- Through tools such as ChatGPT and MidJourney, GenAI enables users to create spectacular images, new content and professional-quality videos for free.
- It uses advanced AI to help drivers anticipate and react quickly to critical situations, such as crowded intersections, sudden braking or dangerous swerving.
Generative AI automates the creation of content such as social media posts and ad copy, significantly reducing the time and effort required from marketing teams. AI-powered virtual agents or chatbots communicating in natural language also provide constant, 24-hour customer support with minimal human intervention. Increasingly, individual content creators and marketing professionals use prebuilt models such as ChatGPT to generate ideas and create first drafts of customer communications. Similarly, off-the-shelf generative AI-enabled marketing tools such as Adobe’s Generative Fill allow individuals to quickly alter creative assets by using natural language prompts.
