AI strategy and adoption | Page 3 | MMA / Marketing + Media Alliance

AI strategy and adoption

AI strategy and adoption
Marketing Org & Talent
Personalization and CX
Creative effectiveness
Brand Building

MMA Modern Marketing Reckoner 2025-2026 Industry Report Indonesia

The Modern Marketing Reckoner 2025-2026 Indonesia serves as a strategic compass for marketers navigating an era defined by rapid transformation, technological disruption, and shifting consumer values. This edition goes beyond operational efficiency to explore how marketing drives business growth, long-term brand equity, and societal impact. It examines the evolution of leadership in marketing, emphasizing the role of CMOs and brand custodians as key drivers of growth and transformation.

Released: 
December, 2025
Education Section: 
Best Practices, Creative Effectiveness, Educational Documents, Perspectives, Research, Trends Reports
Region: 
APAC, Indonesia, Global
Keywords: 
AI, AI in marketing, Next Generation Consumers, Customer Behaviours, Indonesia
AI strategy and adoption
Data, identity and privacy

A.I on Vietnam Social Media

How Vietnam Talks, Thinks, and Adopts A.I.
Released: 
August, 2025
File Size: 
7.5 MB
Education Section: 
Benchmark Studies, Creative Effectiveness, Educational Documents
Region: 
APAC, Vietnam
AI strategy and adoption

Navigating the GenAI Landscape

A Practical Roadmap for Marketing Organizations. Generative AI (GenAI) may offer a transformative potential for marketing, but realizing this requires a strategic, organization-wide approach. This white paper, based on a comprehensive study conducted by the MMA/MarCaps partnership (n=521) and interviews with leading CMOs, explores the challenges and opportunities inherent in GenAI adoption. We introduce a strategic framework, the "Need-Case Map," to guide marketers in prioritizing investments, aligning initiatives with business objectives, and maximizing impact. Our research reveals key differentiators of leading firms, emphasizing the critical role of a need-case-driven approach, robust organizational capabilities, and a structured roadmap for navigating GenAI deployment.
Released: 
August, 2025
File Size: 
7.5 MB
Education Section: 
Guidelines
Region: 
Global

AT&T: AI-Personalized Creative Outperformed BAU and Random by a Wide Margin

A four-week, three-cell RCT showed +272% lift vs. random rotation and +92% lift vs. BAU on buy-flow—validated with an 88% sales lift and strong ROI.

GM: AI-Personalization Drove Triple-Digit HVB Lift for Lyriq and Sierra

A six-week, person-level RCT with 144 creative versions delivered +139% HVB lift for Cadillac Lyriq and +228% for GMC Sierra, with no sign of wear-out.

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