South Africa, Jan. 30 -- A new report from Kantar, GenAI for marketing: Fear or FOMO, reveals that the majority of marketers feel unprepared for GenAI implementation and integration, leaving significant untapped opportunity on the table. A lack of role-specific training and high costs are among the hurdles standing in the way of wider GenAI adoption in the industry.

The findings are a result of an in-depth qualitative study based on interviews with more than 50 marketing and capability leaders around the world (CMOs, marketing directors, capability leads). The research identifies the key challenges and best practices for unleashing the potential of GenAI in marketing teams and sets out a roadmap to guide marketing leaders through the pro...