Marketers discuss what it takes to succeed with intent data

Marketers Explore AI Applications Beyond Content Generation

While many marketers are aware of generative AI’s prowess in content generation, AI offers unique opportunities to enhance workflows within the various applications in their marketing technology stack.

In addition to generative AI, there are numerous possibilities for marketers to leverage machine learning and other AI technologies. However, several organizations face challenges in progressing with these advancements due to limitations in team training and data management policies.

Furthermore, departments such as security, legal, and compliance can also create hurdles to the integration of these innovative technologies.

At the Fall 2024 MarTech Conference, Craig Schinn, Co-founder and COO of Actable, and Michelle Simone, Principal Consultant at Pepper Foster Consulting, led this engaging conversation.

This discussion touched on several key topics, including:

  • 4:59: Illustrations of AI applications in areas like customer service and human resources.
  • 7:23: Reasons behind the slow uptake of AI and machine learning at larger enterprises.
  • 12:29: AI functionalities present within MarTech platforms.
  • 14:00: Strategies for approaching AI governance within organizations.
  • 17:24: Whether generative AI is overshadowing other AI methodologies.
  • 20:16: Barriers to AI implementation and possible remedies.
  • 30:57: Main concerns associated with AI deployment.
  • 40:00: AI-driven tools currently being utilized by marketers in the dialogue.
  • 47:20: Scenarios for custom GPT models.

Explore further: AI in marketing: Practical examples for your team today

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