More B2B buyers are turning to tools like ChatGPT and Gemini for quick answers, but many don’t trust what those tools tell them. According to research released today at the Gartner CSO & Sales Leader Conference, 70% of B2B buyers prefer a digital, self-service buying experience, and nearly half use generative AI tools to research …
Today’s buyers research, compare options, and form opinions on their own more than ever before. B2B buyers complete 70% of their buying journey independently, before directly engaging with a brand. AI search increasingly shapes how early influence happens and how buyers make decisions, making relevance crucial for brands. AI-generated answers are directly embedded into search …
Read more “Why relevance now beats reach in the AI-driven buyer journey”
For the better part of a decade, the marketing industry has declared war on silos. We’ve held countless off-sites and restructured teams in a valiant effort to tear them down. Yet, they persist, stubbornly dividing our teams, technology, and data. As leaders, it’s time to reframe the challenge. We’ve been fighting the wrong enemy. Silos …
Read more “Marketing silos are the symptom, not the problem”
New data from the recent Storyblok Global Speed-to-Market Benchmark Report reveals the biggest causes and costs of slow go-to-market (GTM) delivery today — with tech limitations at the center of the problem. The world has shifted gears in recent years, and the pace of change has accelerated beyond anything we’ve experienced before. Rapid advances in …
Vibe coding makes it easier than ever for marketers to replace SaaS tools with something they build themselves. However, easy doesn’t mean good, and the trade-offs are showing up quickly in performance, security, and long-term maintenance. The appeal is obvious. Startups report cutting initial development costs by 50% to 70% when they build with AI …
Read more “Risks to look out for when using vibe coding to replace SaaS”
Marketing and creative teams now run technology environments as complex as many enterprise IT systems. But while IT organizations built disciplines around governance, service ownership, and operational management, marketing teams still tend to manage martech through disconnected projects and expanding tool stacks. Today’s enterprise marketing and creative environments are no longer mere collections of tools. …
Read more “What marketing can learn from IT about running complex technology”
The rules for AI-assisted recommendations have changed. When evaluating brands, AI engines focus less on marketing narratives and more on customer experience (CX). Many brands still approach AI visibility as an SEO problem. The existing playbook emphasizes tactics such as optimizing content for machine-readability, building third-party authority, and structuring data so models can parse it …
Read more “Customer experience outweighs brand in AI-assisted shopping”
GA4 now includes a dedicated “AI Assistant” channel that automatically tracks visits coming from tools like ChatGPT, Gemini, and Claude. The update removes the need for marketers to build custom regex filters or complicated channel groups just to isolate AI-driven traffic. When someone clicks through to your site from a supported AI assistant, Google Analytics …
Publicis Groupe entered into an agreement to acquire LiveRamp on Sunday, the latest in a series of data plays by the advertising giant. But unlike the acquisition of Epsilon in 2019 and Lotame in 2025, the announcement of the LiveRamp acquisition speaks much more to the potential of agentic AI. LiveRamp is a data collaboration …
Read more “Publicis buys LiveRamp to build agentic AI capabilities on proprietary data”
A few weeks ago, I was reading OpenAI’s launch post for workspace agents when one detail stood out. They described the state of most enterprise AI adoption as “scattered prompts and half-built workflows” accumulated over two years. That’s a reality check straight from the company that triggered the AI boom in the first place. Despite …
Read more “AI made marketers faster, but organizations stayed the same”