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If the last two years felt like “try GenAI on everything,” you’re not imagining it. But beyond novelty, what’s actually proven? Where GenAI is delivering today Content velocity and cost: Real-world pilots show eye-popping gains. IBM reported a 26× engagement lift on AI-generated creative variants versus their historical benchmark, powered by Firefly-produced image families that let them test at a scale humans rarely have time for. Ops savings at brand scale: Klarna cut marke

A company can advertise heavily, post every day, redesign its website, hire influencers and spend generously on Google Ads while still being remarkably difficult to remember. That is not always a marketing-channel problem. Sometimes, it is a brand problem. Businesses regularly use branding and marketing as though they mean the same thing. Branding is reduced to a logo, colour palette and typography. Marketing is reduced to advertising or, increasingly, social media. Both defi