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It's not often, maybe only once or twice a generation, that a breakthrough technology comes along that ignites the flame of innovation and fundamentally changes our lives. The invention of the printing press, electricity, contact lenses and, most recently, the advent of artificial intelligence (AI) are proof of this. AI is a versatile technology that has the potential to kick-start the development of companies and organisations towards dynamic growth. It applies to all sectors of manufacturing and services, education and entertainment. We are on the verge of exponential change if we can harness the potential of AI effectively. Marketing communications and marketing in all its forms is a big help on this journey. If you're wondering what the key role of successful marketing communications in symbiosis with generative AI is, then this article is for you. Big generative multimodal models like ChatGPT PLUS and other apps, platforms and technologies that have AI embedded in their DNA help us identify and understand opportunities that we can strategically leverage with success in our businesses. However, we must not delay their implementation for long. Hand in hand with the implementation of bold business ideas goes the thoughtful, timely and clear communication of these activities to all stakeholders. If we want to kick-start the transformation of our companies, regardless of their size, let's think about the key areas that are the alpha and omega of success on this journey.