A WFA survey reveals 78% of brand owners are integrating or plan to adopt generative AI in their marketing, with 45% already doing so. Key applications include content creation (74%), personalisation (58%), and ideation (55%). Although marketers recognise AI's potential, with an enthusiasm score of 7 out of 10, there remain concerns, particularly around data protection and copyright.

The need for AI upskilling is evident, as 71% intend to train their teams. Supply chain transparency is another issue, with 50% uncertain about their supply chain's AI usage. Stephan Loerke, WFA's CEO, highlights the importance of a holistic business approach to fully realise AI's capabilities.

Industry hesitancy is attributed to perceived regulatory gaps, with 52% feeling current regulations don't sufficiently address generative AI risks. Most companies (81%) are crafting internal AI policies, focusing primarily on data protection. The survey, involving 69 senior professionals, delves into AI's evolving role in brand marketing.