The age of the copilot(s): The power of generative AI in marketing

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Sera Filiz

Welcome back to our quarterly series, CoreMedia’s AI Thermometer, where we dive into the cutting-edge world of generative AI. The state of generative AI stands at the forefront of transformative innovation. Today, we are ushering in "the age of copilots," a seismic shift witnessed in real-time, where AI collaborates hand-in-hand with human ingenuity, fundamentally altering industries and reshaping marketing strategies.

The Empowering Force of Generative AI

Generative AI has accelerated so far beyond its “buzzword” origins; it's now an ecosystem that spans the entire AI stack. Recent research from McKinsey reveals its potential to inject a staggering $2.6 trillion to $4.4 trillion annually into the global economy, rivaling the GDP of major nations. Harvard Business Review estimates that AI could add $13 trillion to the global economy over the next decade, while PwC is more aggressive with an estimate of $15.7 trillion by 2030. This incredible potential is driving executives to focus on AI in every earnings call for the next several years.

Generative AI: Transforming Marketing Strategies

For marketers, this technological marvel is an invaluable ally, enabling personalized customer interactions, refining sales approaches, and catalyzing innovation in research and development. Picture AI-generated content driving campaigns that deeply resonate with target audiences—a pivotal evolution in marketing dynamics.

At Microsoft Ignite 2023, Satya Nadella described a pivotal moment—the dawn of a new era in artificial intelligence. He emphasized that AI is no longer confined to novelty but is stepping into real-world productivity, deployment complexities, and tangible safety concerns. Nadella aptly terms this era "the age of copilots."

With these advancements, comes a realization that the convergence of AI and mixed reality signifies a profound shift, blurring boundaries between virtual and physical environments. So what does this mean for those of us in the driver’s seat?

A Global Impact Across Industries

Generative AI's transformative power transcends marketing, impacting diverse sectors. Banking could potentially witness an annual surge of $200 billion to $340 billion, while the retail sector stands to gain $400 billion to $660 billion. This shift reshapes the operational landscapes of entire industries.Beyond its economic implications, generative AI transforms work dynamics, potentially automating up to half of current tasks between 2030 and 2060. This sets the stage for a paradigm shift in global work dynamics, liberating time for creative pursuits.

While AI is undoubtedly a catalyst for rapid fundamental changeCisco's AI Readiness Index, surveying over 8,000 senior executives, highlighted a stark reality — while 97% reported increased urgency to leverage AI for their businesses, only 14% considered themselves ready to do so. 

The success of businesses hinges on integrating AI with enterprise software and automation. This integration could potentially boost productivity by 40%, a transformative leap in sectors like healthcare, financial services, legal services, education, entertainment, manufacturing, transportation, and agriculture.

Large multinational firms are leading this charge. For instance, Allen & Overy, a UK-based multinational law firm, partnered with Harvey AI to automate legal research and drafting using tailored AI-driven enterprise software. This move positions them as pioneers in implementing generative AI at the enterprise level, significantly enhancing attorney productivity.

Challenges and Opportunities

Embracing this technological revolution requires acquiring new skills and reimagining traditional work methodologies. The puzzle of unlocking its full potential lies in navigating these challenges effectively. The "age of copilots" signals a transformative journey fueled by generative AI—a merger of human ingenuity with AI capabilities, redefining industries and paving the way for a future of innovation and efficiency.

Experience the Power of Generative AI with CoreMedia

Interested in harnessing the transformative power of generative AI for your marketing strategies? Request a demo to explore CoreMedia's state-of-the-art generative AI capabilities. See firsthand how our platform empowers personalized customer interactions, refines sales approaches, and catalyzes innovation. Embrace the future of marketing with CoreMedia's generative AI solutions.

Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

separate channels animation circle t-rex dinosaur square
Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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