AI is shaping our collective future. Data-driven marketing is full of promise for AI – it’s where data, technology, and experiences come together.

When done right, AI has the power to enable greater human understanding, connectivity, and expression through customer intelligence, which means better experiences for people and growth for brands.

The question is not “How will you use AI?,” but rather “How will you use AI responsibly?”

Getting started with marketing AI

The AI hype is real, but we’re here to set the record straight.  “Garbage in, garbage out” has never been more true. To work well, AI needs data that is ethically sourced, permissioned, clean, and connected.  

We believe marketing AI differentiation and success will come from customer intelligence, and that requires:

• Disciplined data hygiene and management 
• Connected customer data through identity resolution and management
• Training AI on your own first-party data assets and content
• Consistent application across your martech infrastructure
• Focused efforts on data accuracy, security, and compliance 

Above all, we believe marketers have to be willing to test and learn – and the best marketers always have. It’s not just about the latest AI tools, it’s about finding partners with real-life AI expertise to guide you along the way.