For Marketing teams, AI is transitioning from an interesting (if not always reliable) set of features to solutions targeting specific use cases. As the benefits, costs, and stakes all elevate, savvy MarTech teams are taking a harder look at AI technology suppliers.
Tony and I talk about the concept of MarTech 4.0, explaining why enterprise organizations must move beyond siloed channel strategies toward unified data, content, decisioning, and orchestration.
Remember: the whole point of a CDP is to add value to Marketing and Digital operations.
The marketplace for AI and Agentic tools that serve Marketing departments has changed markedly...
AI personalization needs more than identity, customer state, and decisioning. A content warehouse supplies key services so AI systems know what they can safely say.
Two members-only briefings on AI: A Fresh Look at the Marketplace & New Design Patterns
What if the biggest risk of enterprise AI isn't that vendors learn from your customer data—but that they become the place where your enterprise accumulates customer intelligence?
If you're a MarTech leader, you've probably experienced some version of the same frustration. Your team owns critical systems, manages increasingly complex customer data, helps shape digital experiences, and is now being asked to play a leading role in AI initiatives. Yet despite all that responsibility, you can still find yourself treated as an implementation resource. The business arrives with a request, your team evaluates the options, builds the solution, and moves on to the next request. Meanwhile, strategic decisions too often happen elsewhere.
Tony and I talk about AI, personalization, how the two relate, and what MarTech leaders can do right now to unlock future gains.
Let's review an age-old architectural question for enterprise marketers…Where should personalization live?
Identity snafus are merely the most visible symptom of a much larger infrastructure challenge—and AI is about to make your choices far more consequential
Everyone loves the idea of journey orchestration, but to date, few large enterprises have successfully applied it. There's a good reason for this. It's hard! But, as always, the application of modern technologies by maturing organizations offers new opportunities.
A conversation with Chiefmartec analyst and advisor Scott Brinker
MarTech has evolved from an idea, to a stack, to a career path for enterprise leaders who can successfully bridge the domains of marketing, technology, and data. After supporting MarTech leaders for nearly two decades, RSG has distilled key strategic lessons to apply for the coming AI era.