Generative AI in its current form hasn’t been around for long, but it has already completely reshaped the way marketing campaigns are conceived, created, and deployed. From real-time optimisation and audience segmentation to content generation and insight discovery, it has redefined what is possible.While many organisations have zeroed in on automation, the most forward-thinking CMOs see something more powerful: a chance to amplify human creativity and unlock entirely new ways of working.

The rise of generative AI means that marketers are under more pressure than ever to move faster and think smarter. Marketing is sped up. It’s faster than it’s ever been before,” says Arjun Singh, global creative operations director at Team Lewis, a leading global marketing agency.He points out that campaigns that once took months can now be launched in days, or even hours.Speed, however, isn’t the only thing that has changed. The nature of the competition has changed drastically too. Until relatively recently, brands’ main competitors were other large organisations with substantial budgets and extensive teams.