IDC: GenAI to Increase Marketing Productivity Over 40%

Published On: April 14, 2024Categories: Buzz

According to new research from IDC, using generative artificial intelligence (GenAI) for a range of enterprise marketing tasks will result in an estimated productivity increase of more than 40% by 2029.

IDC modeled the work of 24 key marketing roles across five main categories of work – Management and Planning, Branding and Creative Services, Campaign and Engagement, Analytics and Reporting, and Other. Next, the analysts estimated how much of each category of work can be delegated to GenAI over the next five years. Combined with staffing levels and fully loaded cost estimates, they then calculated the productivity impact of adopting GenAI throughout a large marketing team.

“In the next five years, GenAI will advance to the point where it will handle more than 40% of the work of specific marketing roles,” said Gerry Murray, research director, IDC’s Enterprise Marketing Technology practice. “Because of the rapid evolution of GenAI capabilities, marketing leaders will have to prepare their staff for fundamental changes to roles, skills, and organizational structure.”

While the benefits of applying GenAI to marketing tasks will vary by company based on the number of individuals associated with each role and the salary ranges at the organization, the productivity gains (as a percentage of work) offer strong guidance for marketing teams of all sizes.

To prepare their organizations to take advantage of GenAI, IDC recommends that tech buyers evaluate the breadth and depth of use cases supported by vendors; focus on how effectively a vendor’s architecture, tooling, and service resources accelerate the journey down that use case; determine the level of infrastructure required to support each type of work; prepare staff for fundamental job changes; and organize their data into real-time, clean, governed data sets.

Channel Impact®

The IDC report entitled, “GenAI Will Increase Marketing Productivity by More than 40% in the Next Five Years,” provides channel partners and their customers with insights on how various tasks could be delegated to GenAI, and the potential productivity gains related to those transitions. 

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