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OpenAI ad experiment could change what happens after the click

OpenAI appears to be experimenting with a new ChatGPT advertising format that replaces the traditional destination website with a conversational AI agent tailored to each business. Instead of sending users to a landing page, clicking an ad would open a business-specific ChatGPT conversation equipped to answer questions, surface products, and capture leads. So, OpenAI is …

AI is reshaping marketing teams from the inside

While much of the conversation about AI has centered on content creation, media optimization, and automation, it is causing a bigger change behind the scenes. AI is redefining how marketing teams are structured, collaborate, and make decisions. As AI becomes embedded across every stage of the marketing lifecycle, traditional organizational silos are beginning to disappear. …

Customers don’t hate AI. They hate self-serving AI.

Many companies are jumping into AI feet-first, hoping to save money by increasing efficiency. One of the justifications they use is that AI will increase customer satisfaction via more personalized content and faster support. However, customers can tell when AI is implemented for the benefit of the business rather than for them. And they don’t …

AI can knock on the door. Your CRM marketing platform is still the house. by Optimove

As AI assistants like ChatGPT and Claude plug directly into marketing systems, a false claim is spreading with them: that AI like this will soon make the CRM marketing platform unnecessary. While we run a platform company, this isn’t about preferring the platform. It’s about what each piece can and can’t do, which is easiest …

How to give AI the context it needs

Existing martech systems explain who the customer is and what happened. They don’t explain what the customer wants now, what the market is signaling, or what action comes next. To make better marketing decisions, AI needs business context, not just data. Without it, AI can sound polished but still be generic, off-brand, or out of …

Optimizing your B2B brand for autonomous AI shoppers

In MarTech’s “MarTechBot explains it all” feature, we pose a marketing question to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Q: How can B2B marketing teams adapt their data structures as buyers shift toward autonomous AI agents for product research and shopping? A: …

Four holiday reports reveal one big divide over AI

As marketers plan holiday campaigns, vendors are releasing reports on what consumers are expected to do this shopping season. Four arrived last week, and they tell much the same story about shoppers. Where they part company is AI. Research from Basis, Salesforce, Attentive, and Alchemer all show a continuation of post-pandemic trends: Consumers are starting …

The next challenge for data clean rooms

Data clean rooms (DCRs) have evolved from a technological curiosity to a standard marketing tool. Their competitive advantage now comes from knowing when they create real business value. When Google Ads Data Hub launched in 2017, the industry’s focus was on privacy, secure collaboration, and vendor capabilities. In 2023, IAB Tech Lab published common principles …

AI speeds marketing production, but measurement lags

AI is speeding up marketing production. Measurement hasn’t kept pace. Marketers are 68% more likely to measure email and landing page performance by click-through rate than by revenue or pipeline influenced, according to a new report from marketing production platform Knak. The finding exposes a gap between adopting AI and measuring its business impact. Source: …

AI can simulate buyers, but it misses personality

Synthetic audiences promise marketers faster customer research by simulating buyer responses using AI. But many models share the same blind spot: they rely on demographic, firmographic, and behavioral data that describe buyers, but not how they make decisions. I kept running into that gap while working on my book, “The Hidden Buyer Journey.” I studied …