Many marketers are accustomed to using generative AI for its content creation capabilities, but AI offers opportunities to help marketers natively in the applications they use every day in their martech stack.
Beyond generative AI, opportunities await marketers through machine learning and other forms of AI. What prevents many organizations from moving forward with these initiatives are obstacles related to team training and data governance.
Other areas of the organization, including security, legal and compliance, will also present challenges to adopting these new technologies.
This Fall 2024 MarTech Conference discussion was led by Craig Schinnco-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 p.m.: AI features in martech applications. 2:00 p.m.: How to think about AI governance in your organization. 5:24 p.m.: Is generative AI eclipsing machine learning and other forms of AI. 8:16 p.m.: Barriers to AI adoption (and potential solutions). 30:57: Main concerns regarding AI deployment. 40:00: AI-powered applications marketers are using in the discussion. 47h20: Use cases for custom GPTs.
Dig Deeper: AI in Marketing: Examples to Help Your Team Today
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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 from some of the most well-known brands in B2B technology, creating content for Jupitermedia and QuinStreet marketing campaigns. Before joining Third Door Media as Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
