Many marketers are familiar with using generative AI for its content-creation capabilities, but AI presents opportunities to help marketers natively within applications they use in their martech stack every day.
Beyond generative AI, opportunities await marketers with machine learning and other forms of AI. What keeps many organizations from moving forward with these initiatives are obstacles around team training and data governance.
Other areas of the organization, including security, legal and compliance will also present challenges to adoption of these new technologies.
This discussion from the Fall 2024 MarTech Conference was led by Craig Schinn, Co-founder and COO, Actable, and Michelle Simone, Principal Consultant, Pepper Foster Consulting.
Among the topics covered in this discussion:
- 4:59: Examples of AI use cases, in customer service and HR.
- 7:23: Why is there a lack of adoption of AI and machine learning at the enterprise level?
- 12:29: AI features in martech applications.
- 14:00: How to think about the governance of AI in your organization.
- 17:24: Is generative AI over-shadowing machine learning and other forms of AI.
- 20:16: Obstacles to AI adoption (and potential solutions).
- 30:57: Primary concerns about deploying AI.
- 40:00: AI-powered applications marketers in the discussion are using.
- 47:20: Use cases for custom GPTs.
Dig deeper: AI in marketing: Examples to help your team today
About the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.