Is martech about to get easier to use?
As Scott Brinker wrote recently, “generative AI is the first major innovation in the history of marketing technology with the power to fundamentally reduce UX complexity.”
His thesis can be simply stated. While the functionality of solutions within the martech stack is set to grow increasingly complex, a genAI layer at the user level should mean that the operation of those solutions can be directed with easy, natural language prompts. Or, as Dharmesh Shah put it, introducing ChatSpot for HubSpot, it’s a matter of describe and done.
I would concur with Scott’s statement above, except that I would replace “power” with “potential.” The potential is unquestionably there. But anyone who has tried to get genAI to perform relatively simple tasks will see pitfalls in attributing to it the power to consistently and reliably perform complex tasks. Maybe that’s just around the corner; we’ll see.
Speaking of Scott, we are again partnering with him to bring you the latest MarTech Salary and Careers Survey. I hope you’ll take a few minutes to complete it.
Kim Davis,
Editor at large
