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Generative AI is gaining traction among marketers as a way to create hyper-personalized content at scale and automate creative production. While 63% of marketers plan to invest in GenAI tools in the next 24 months, many organizations have yet to empower their teams with even fundamental machine learning capabilities. In the rush to adopt GenAI, marketers are missing out on the opportunity to use their existing data to gain meaningful knowledge of their customers’ future behavior.
