Marketing is at a pivotal moment, with data and new technology propelling rapid changes and expanding opportunities for growth. The promise is enormous, with the economic value of generative AI (gen AI) potentially reaching $4.4 trillion, with a large percentage of that value set to come from marketing and sales. Amid the excitement about the speed of innovation there are fears of missing out but lack of understanding of the use cases. It's time for the tech driven marketing professionals to step in and drive the enormous opportunity towards realization.