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  "documentTitle": "2025 Executive Perspectives Future of Marketing with GenAI",
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  "notes": "The chart shows a clear shift where core strategic functions (Analytics, Brand Strategy) are already highly internalized, while execution-heavy functions (Paid media) are more outsourced.",
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      "text": "Source: GLG Marketing Org & Op Survey 2022 | BCG analysis",
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      "text": "> 50% of operating budget in-house; > 50% of operating budget outsourced",
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      "text": "Creative/Content production: Increased internalization through building of new GenAI-enabled content hubs. Media: Increased internalization of planning and execution control across channels. Marketing technology: Increased investment, in-house control, and in-house build for key intelligence layers",
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      "text": "Operating budget allocation: 92%",
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