New and disruptive technologies often generate both excitement and anxiety, and generative artificial intelligence (gen AI) is no exception. In marketing and sales, the buzz around gen AI is particularly strong. According to a recent McKinsey survey of almost 4,000 commercial leaders, one in five sales organizations has already implemented at least one gen AI use case, with many others actively experimenting. The early results are encouraging: two-thirds of the respondents report that gen AI has been “very” or “extremely” beneficial.