Generative AI Vision: Marketers See the Promise, But Not the Clarity

What happened: Capgemini’s latest study found that nearly 70% of marketing leaders believe agentic AI will be transformative, yet only 7% strongly agree their marketing setup is enabling high-value work.

Why it matters: AI hype is high, but real impact remains elusive. Marketers who lean into execution, measurement, and workflow design will pull ahead of those still chasing tools.

The takeaway: Don’t chase the shiny new AI feature. Focus on how it fits your workflow, how it scales your strategy, and how you measure its outcome.

Further reading: Capgemini Research Institute press release