The Rise of ‘System of Action’: Rethinking CRM for the AI Era

Impact shows up in how a customer’s business actually runs day to day. It’s not about a system going live or a dashboard looking impressive. It’s about whether issues are resolved faster, whether revenue moves more quickly, and whether people genuinely feel their jobs have become easier, says Shakira Talbot, Group VP, CRM EMEA at ServiceNow.

A new survey reveals CMOs are increasing AI investments, but most marketing organisations still lack the operational readiness, governance and talent needed to scale AI successfully.

Many organisations are investing heavily in artificial intelligence to improve customer experience, but fragmented data, siloed systems and outdated infrastructure are preventing AI from delivering truly connected omnichannel CX.

The biggest breakdown is that personalisation is still treated as a tactic rather than an operating system. Many brands understand the value of personalising the ad experience, but execution still happens across fragmented workflows, says Christiana Marouchos, VP of Marketing at StackAdapt.

Pablo Cantu shares how app businesses can maximise revenue by balancing subscriptions, ad monetisation, user experience, and experimentation-driven optimisation.

New research reveals measurement flaws causing MMM to systematically misread affiliate performance—costing brands growth, efficiency, and market share.

This Martech Day, Martechvibe launches what aims to be a listening list of thinkers who are actively shaping the martech discourse, including but not limited to how AI is applied across stacks and adds customer value.

As AI reshapes how consumers search and decide, marketers must move beyond clicks and MQLs to focus on visibility within AI-generated answers, redefining performance in a zero-click world.

Layal Akouri explains how authentic engagement, premium positioning, and customer-centric innovation drive sustainable growth and loyalty in competitive markets.

Brands are moving away from purely transactional loyalty rewards towards incentivising content creation and advocacy. Charlie Casey, CEO of LoyaltyLion, wants leaders to “think about user-generated content as part of the value exchange.”