{"id":650284,"date":"2022-02-10T07:36:02","date_gmt":"2022-02-10T06:36:02","guid":{"rendered":"https:\/\/www.capgemini.com\/?page_id=650284"},"modified":"2024-03-14T17:16:51","modified_gmt":"2024-03-14T16:16:51","slug":"research-library","status":"publish","type":"page","link":"https:\/\/www.capgemini.com\/insights\/research-library\/","title":{"rendered":"Research library"},"content":{"rendered":"\n<div class=\"wp-block-cg-blocks-hero-picture-card undefined  heroPictureCard\"><div class=\"heroPictureCardBgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg\" class=\"desktopImage\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Research-and-Insights.jpg\" class=\"mobileImage\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-8 col-lg-6\"><div class=\"heroPictureCardBox\"><div class=\"heroPictureCardBoxTitle\"><h1 data-maxlength=\"144\">RESEARCH library<\/h1><\/div><\/div><\/div><\/div><\/div><div class=\"small-device\"><div class=\"brandLogoWrapper\"> <\/div><\/div><\/div>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\" id=\"introParaWrapper\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/insights\/research-library\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/insights\/research-library\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Research and insights from across Capgemini, including reports and research notes from our number one ranked think-tank, the <a href=\"\/insights\/research-institute\">Capgemini Research Institute<\/a>.<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n\t<section class=\"wp-block-cg-blocks-wrapper-learning-slider section learning-slider\">\n\t\t<div class=\"slider slider-fader\">\n\t\t\t\t<div class=\"slider-list\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"slide active card-learning-slide right-card short-copy\">\n\t\t\t\t\t\t\t\t<div>\n\t\t\t\t\t\t\t\t\t<div class=\"slide-bg-wrapper\">\n\n                                        <picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=2880&amp;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n                                        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https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=1536&amp;quality=70 2x\"\n                                                    media=\"(min-width: 0)\"\/>\n                                            <img decoding=\"async\" loading=\"lazy\" class=\"slide-bg d-md-block\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\" \/>\n                                        <\/picture>\n\n<!--                      <img decoding=\"async\" class=\"slide-bg d-md-block\" src=\"--><!--\" alt=\"\" style=\"--><!--\" \/>-->\n                  <\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"slide-reveal\"><\/div>\n\n\t\t\t\t\t\t\t\t\t\t<div class=\"container slide-info-wrapper card-learning-slider\">\n\t\t\t\t\t              <div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t                <div class=\"col-12 col-lg-10 col-xl-6 col-xxl-6 right-card\">\n\t\t\t\t\t                   <div class=\"slide-info short-copy\">\n\t\t\t\t\t                      <div class=\"box\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\t\t\t\t \t<a class=\"title-link\"  href=\"https:\/\/www.capgemini.com\/insights\/research-library\/cmo-playbook-gen-ai\/\" target=\"\"  rel=\"noopener noreferrer\" tabindex=\"0\">\n\t\t\t \t\t\t\t\t\t\t\t\t\t\t\t\t\t \t\t <h4 class=\"title-text\" data-maxlength=\"88\">Generative AI and the evolving role of marketing<\/h4>\n\t\t\t \t\t\t\t\t\t\t\t\t\t\t\t\t\t \t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p data-maxlength=\"200\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tA CMO&#039;s playbook\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t                      <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div 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