Modern marketing’s challenge isn’t ideas, it’s scale. As customers demand increasingly tailored experiences, the gap between what marketing organisations need and what they can deliver grows wider. Traditional production models can’t keep pace and while GenAI shows promise, most pilots stall after early wins due to gaps in quality, governance and integration.

This guide outlines a three-stage framework to overcome the content bottleneck: build a durable foundation, close gaps in unmet demand and enable real-time personalisation at the edge. Together with Accenture, we surveyed marketers and applied expert analysis to quantify the financial upside of enterprise-scale production. Grounded in this research, the report offers practical steps across people, processes and technology to help CMOs move beyond pilots to enterprise-wide impact—minimising waste, accelerating value and creating a sustainable competitive advantage.