B
Evidence Grade B
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75%
75% -- share of total value from generative ai use cases for customer operations, marketing and sales business functions (2024)
Four specific business functions, including customer operations and marketing and sales, could account for approximately 75% of the total value gained from generative AI use cases according to McKinsey & Company.
- Value represents four specific business functions combined (including customer operations and marketing and sales), not solely marketing and sales / customer operations
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Lighthouse Research Team
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Evidence graded
Value
75%
Unit
Percentage
Data Vintage
2024
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
McKinsey & Company
Primary
Tier B
https://digitalmedianet.com/emplifi-rolls-out-10-new-ai-powered-social-media-marketing-and-customer-… ↗
Source Article
Emplifi Rolls Out 10 New AI-Powered Social Media Marketing And Customer Care Tools To Increase Efficiencies Across Departments
Emplifi Rolls Out 10 New AI-Powered Social Media Marketing And Customer Care Tools To Increase Efficiencies Across Departments
Emplifi’s new AI-powered workflows increase a brand’s automation and personalization capabilities, allowing social media marketers and customer care agents to spend more tim…
Original Research
McKinsey & Company
· Original study ↗
Methodology
McKinsey & Company analysis of generative AI value distribution across business functions
Methodology documented
Segmentation
Industrymarketing
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Plain Text
customer operations, marketing and sales business functions: 75% share of total value from generative ai use cases. Source: McKinsey & Company (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/genai-value-marketing-sales-functions
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<blockquote cite="https://lighthousedata.io/data/genai-value-marketing-sales-functions" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>75%</strong> -- share of total value from generative ai use cases for customer operations, marketing and sales business functions<br><small>Source: McKinsey & Company (2024) · <a href="https://lighthousedata.io/data/genai-value-marketing-sales-functions" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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