How will gen AI impact marketing processes and drive impact in the next 12 months? Should I be a first mover or fast follower? What are the use cases that marketers prioritize? The first ever benchmarking study about the state of Generative AI in marketing delivers insights about these questions and explores how marketers perceive the current capabilities of the disruptive new technology. We will explore: the rate of adoption, the investment, the key use cases, and the roadmap for the next months.