With any potentially revolutionary new technology comes hefty doses of enthusiasm and skepticism. Generative AI (genAI) is no exception. Recent Forrester survey data shows that nearly all organizations have begun experimenting with genAI — but it also shows that nearly one-third of AI decision-makers dismiss it as overhyped or believe that it won’t disrupt their business.

This guide provides a clear, no-nonsense approach for developing a sound genAI strategy that accelerates marketing and business goals. Also explore Forrester’s B2B Marketing Generative AI Readiness Assessment Framework.