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Generative AI has brought into focus what makes a great marketer

Generative AI can be a skill leveller, even a force multiplier, and marketers need training to understand it. But what it can’t do is replicate core capabilities like creativity, curiosity and communication.

At Econsultancy’s second quarterly Marketing Capability Leaders Forum, senior marketers gathered to discuss the ongoing challenge and opportunity presented by generative AI.

In the event’s opening presentation, Econsultancy’s SVP Learning, Stefan Tornquist, drew attention to the gap between marketers’ use of generative AI in their day-to-day lives and the amount of training they are offered.
 
‘What’s the business objective?’ – Marketers from Brown-Forman, Lego and Nomad Foods on how they use AI

AI has the potential to take an organisation from the “middle of the pack to best in class”, but marketers need “real discipline” when deciding how to use it.
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