Generative AI in Marketing: How B2B and B2C Adoption Differ

58% of organizations worldwide have implemented or are experimenting with generative AI for marketing. Adoption is similar in B2B and B2C sectors.

The United States has the highest implementation rate (50%) while Sweden has the lowest (31%). B2C firms are slightly more likely to have moved past testing to implementation.

Capgemini surveyed 1,800 execs globally and found 58% use generative AI for marketing. Data is from October 2023.