A Practical Guide for Marketers Who Want to Use GenAI

The risks around generative AI are real. But this does not necessarily justify inaction, nor does it require a blanket approach to generative AI where marketers either blindly take risks or avoid AI altogether. In fact, a promising way to navigate this is a nuanced approach for which marketers systematically identify areas to experiment with generative AI and areas to wait-and-see. This article introduces a four-step framework — the DARE (Decompose, Analyze, Realize, Evaluate) Framework — to move forward with generative AI transformation in marketing.


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