Trends Report

Look Beyond The Hype To Evolve Martech With AI

Prepare For Faster, More Intuitive, And More Functional Martech

December 21st, 2023
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
Cole Walsh, Researcher
Cole Walsh Researcher
With contributors:
Emily Collins , Bruna Venicio , Christine Turley

Summary

Continuous advancements in generative AI (genAI) will enable efficiency and scale across the marketing technology (martech) ecosystem. But B2C marketers shouldn’t succumb to overhype for genAI capabilities, especially because AI is not new to martech. B2C marketers already leverage predictive AI capabilities in their martech tools. To make sense of AI mania in martech, marketers must plot their current and future AI capabilities against two dimensions: autonomy vs. technique. This report outlines the four prerequisites that marketing technologists must navigate before experimenting with genAI capabilities in martech.

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