Artificial Intelligence

As AI makes polished work easy to produce, designer and educator Debbie Millman says the real risk is everything becoming "pretty good, or meh," and brands with no point of view.

Sugar connects CRM data and customer engagement signals with ERP information to help sellers act on a clearer, complete picture of their customers and opportunities.

Causal ONE brings brand intelligence, audience discovery, media strategy, and creative inspiration together in one connected experience.

Ellie connects campaign context across channels and demand-side platforms where the data is available, giving teams a broader view than looking at each channel in isolation.

The new AI Ingestion Agent reads media plan spreadsheets in any format and turns them into clean, governed data in seconds.

AthenaOS combines enterprise knowledge with Zeta’s intelligence about who will buy, what they want and what they will do next.

Brands need to function as a connected unit grounded in a solid customer data foundation or else they risk missing hidden signals across their organisation, says Varun Sharma, VP & Head of SAP CX – Middle East Africa, SAP.

Composability and AI are ushering in a new era of Martech flexibility, giving organisations greater control over their data, technology choices and ability to innovate.

The report findings reveal where marketers are willing to let AI recommend, prepare, optimise and act, and where human oversight remains essential.

Right now, AI defaults to a textbook approach that isn't always pragmatic or takes into account interesting context or human taste, says Martina Lauchengco, Author of LOVED, where she talks about how to rethink the marketing of tech products. “The winners will have systems that do a better job on that.”