The short version

Emily Weiss predicted on January 3, 2024: “The use of GenAI in a creative team’s routine daily work frees them up to do higher level, more impactful creative ideation, testing, and analysis. As a result, creative will play a more important and measurable role in driving business results, and CMOs will actually increase their spending on creative and content.” Verdict:…

Prediction by

Emily Weiss

On January 3, 2024

“The use of GenAI in a creative team’s routine daily work frees them up to do higher level, more impactful creative ideation, testing, and analysis. As a result, creative will play a more important and measurable role in driving business results, and CMOs will actually increase their spending on creative and content.”

Follow-up

Creative and content spending increased due to GenAI, as predicted by Weiss, but the anticipated 'more important and measurable role' for creative in driving business results has not fully materialized, with many brands struggling to measure impact and overall marketing ROI remaining stagnant, according to Gartner, Deloitte, and Forrester reports.

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