Looking at AI’s rapid infusion into marketing automation platforms

by Jacob Solomon Mar 23, 2023 News
Looking at AI’s rapid infusion into marketing automation platforms

This is the first part of a four part series.

The excitement level for martech professionals has increased due to the rapid adoption of generative artificial intelligence. The core uses of marketing automation platforms are being enhanced with artificial intelligence. The mix of tasks marketers tackle daily will be altered by them.

The quote sums up the impact of artificial intelligence.

“Next-gen marketers know that in order to deliver the personalization and experiences modern consumers expect, marketing must become smarter. It must become marketer + machine.”

– Paul Roetzer and Mike Kaput, Marketing Artificial Intelligence

The statement could have applied to the mainstream adoption of marketing automation platforms. They experienced a similar point a decade ago. Adoption of marketing automation led to a 6,000% increase in the growth of martech applications.

Why does it matter? The influence of the foundation of most organizations' martech stack will be further expanded by the integration of the coreMAP with theCRM. martech leaders should invest in discovering use cases that can be changed to incorporate new technology. Value will be driven by tried and true best practices in the years to come.

Three core marketing automation uses will be applied with the help of artificial intelligence. Over the next year, each of these three will be the focus of a follow-up piece.

When our data are used to train company specific models, data quality will be more important.

Table stakes are used for personalization of marketing. It will require re-focused efforts to adjust to more natural language standard values as the amount and variety of data is increased. Marketers will be able to process and analyze data better with the help of artificial intelligence.

Management of campaigns and leads. New approaches will be enabled by the use of artificial intelligence. Generative artificial intelligence will be able to power these approaches by choosing between integration or codification.

There are ways and ways to integrate. Scope limitations will be tested. It is just a matter of time before generative artificial intelligence is able to extend an openAPI beyond a native integration.

Native platform integrations were the original way for field mappings to be done. We could use natural language software interface to set them up instead of using an IT team.

If you re- invest in the coreMAP processes, you will be prepared to adapt to these new capabilities quickly.

The second part of this series will cover the use of artificial intelligence in data quality.

I can't wait for more. I will be giving a presentation at the MarTech Conference next week.

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The opinions of the guest author are not those of MarTech. There are staff authors here.