Kantar study reveals marketers’ readiness gap in GenAI adoption

Kantar, a leading marketing data and analytics company, has revealed that most marketers feel unprepared for the implementation and integration of Generative AI (GenAI). This leaves significant opportunities untapped. Key barriers include a lack of role-specific training and high costs, slowing down widespread GenAI adoption within the industry.

These insights come from GenAI for Marketing: Fear or FOMO, a qualitative study based on interviews with over 50 marketing and capability leaders worldwide. The research identifies the challenges marketers face. It also outlines best practices for leveraging GenAI and provides a roadmap to guide marketing leaders through the adoption process.

The readiness gap in marketing’s GenAI revolution

Despite GenAI’s transformative potential, current adoption remains low. Marketing leaders anticipate that GenAI will be a game-changer in the next three to five years. They rate its expected impact at 9.0 out of 10. However, organizational readiness lags significantly. Marketers score their AI preparedness at 4.9 out of 10. External partners, such as agencies and data providers, are perceived to be slightly ahead, scoring 5.3 out of 10. The lack of readiness is delaying GenAI’s full-scale impact. Respondents rate the technology’s current influence on the industry at 5.3 out of 10.

GenAI drives effectiveness, not obsolescence

While concerns persist over AI replacing traditional marketing skills, Kantar’s findings suggest that expert oversight remains crucial. Marketing leaders emphasize that human involvement is essential to ensure quality and strategic oversight. Without foundational marketing expertise, there is a risk of over-reliance on GenAI. This could lead to poor content quality and a decline in critical thinking.

Stephan Gans, Chief Consumer Insights and Analytics Officer at PepsiCo drew a historical comparison: “People feared that the accounting profession would become obsolete when Microsoft launched Excel. Instead, we have more accounting firms than ever.”