AI is not new for predictive marketing applications. In the last few years, AI has enabled significant business impact across demand prediction, demand generation, measurement and optimization of investments across marketing and sales levers, testing of initiatives, personalization, and data-driven marketing at scale. Generative AI brings the capability to drive efficiency, scale in some of these applications as well as enable applications which were not possible before. Equally, there are areas where Generative AI cannot make as much of an impact. This presentation will debunk myths related to these topics and outline the role of Generative AI in predictive marketing applications.