Until recently, marketers could only use the calculative or predictive capabilities of AI. However, gen AI allows marketers to create content and do research at a scale and speed we’ve never seen before. This opens new opportunities to drive innovation. Gen AI is supercharging both the analytical and creative dimensions of marketing. This means marketers now have the tools to automate important but tedious tasks like content production, freeing up time to focus on strategic decisions. Imagine having your AI assistant develop the first draft of an entire campaign — scripting ads, designing banners, and optimizing for SEO — while you, the marketer, focus on the bigger picture: refining the message, shaping the narrative and connecting with your audience emotionally. For financial services marketers, gen AI can streamline campaign personalization across highly regulated products, draft copy that adheres to compliance guardrails and surface insights from vast pools of transaction and behavioral data — transforming what used to be bottlenecks into creative springboards. For example, a bank marketer can use gen AI to create personalized financial wellness journeys for customers, based on predictive models drawn from transaction data.