Bob Liodice, the ANA's chief executive officer, is bullish on AI. Not only has the term been chosen three times as the "Marketing Word of the Year" through voting by the ANA membership, but he believes that GenAI has the capability to help his members become better marketers. 

"AI," he says, "will change the entire productivity scale. Marketers are learning rapidly that our work can be done much faster, more easily, and more productively. ...The beauty of AI is that it is a tool that not only promises something but also delivers quite a bit. We have seen data that suggests the overall increment in productivity is nearing 10% in the two years that GenAI has been in the market."