Generative AI (gen AI) has sent shock waves of technological disruption across the marketplace ecosystem—particularly when it comes to marketing—leaving stakeholders to grapple with its implications, opportunities, and challenges. Because it produces various forms of content, marketers often view it as a powerful advancement in creating product copy, blog posts, video and web ads, personalized offers to customers, and market research (e.g., in some cases gen AI can be used to predict responses by prospects, customers, and other market participants). Indeed, the ninth edition of Salesforce’s “State of Marketing” report, a survey of 5,000 global marketers, found that “implementing or leveraging AI” was their number one priority. Some organizations have used gen AI tools to achieve significantly better marketing outcomes. For example, Vanguard has used gen AI to increase LinkedIn ad conversion rates by 15%. Similarly, Unilever’s customer service agents rely on gen AI in ways that reduce their time-to-respond by 90%.