Jill Kramer, chief marketing and communications officer at Accenture, spoke to Insider about how some marketers might feel threatened by the capabilities of generative AI. Kramer said generative AI should be considered a tool to supplement and amplify great marketing ideas. "Generative AI needs a corpus to work off of," Kramer tells Insider. "If the original content is not fabulous, the generative AI curated synopsis won't be fabulous. So, it is still going to be powered by the original human idea."