According to the report, more than 80% of marketers say they feel pressure to introduce AI into their workflows. Yet only 6% say AI is fully embedded in their day-to-day operations. Most teams remain in the experimentation phase rather than using AI as part of core marketing processes.
OpenAI calls this disconnect the "capability overhang," and it's the company's focus for the World Economic Forum in Davos, Switzerland. In a report set to be released Wednesday at an OpenAI event, "Ending the Capability Overhang," execs will argue that the capability gap must be closed for AI to deliver social and economic benefits. Without that shift, the biggest gains from AI will flow to the countries, companies and workers who are testing and pushing AI's limits.