According to the Capgemini Research Institute, 62% of marketers believe generative AI will enhance human creativity, allocating 62% of their marketing technology budget to it. Half of organizations have specific budgets for generative AI implementation. 57% expect it to unlock creative possibilities, fostering collaboration between human and AI-driven innovation. In the next 2-3 years, generative AI will be applied to data analysis (90%), SEO (89%), customer services (89%), content creation (88%), and image and video generation (86%). Marketers foresee benefits in building a unique brand image (67%), accurate trend analysis (65%), cost reduction (66%), and increased content efficiency (65%). However, ethical and regulatory issues, including data privacy, transparency, and responsible AI use, remain challenges. Only 30% have clear AI guidelines, and less than half consider trust and privacy when selecting AI systems.