Nov 04, 2024

Looking at the AI assistance news from Pega got me thinking again about the trajectory of generative AI. Soon, maybe very soon, every marketing (and sales and service) tech platform will have agents or assistants or copilots. Speaking of service, with Oracle, Cisco, Zendesk and others talking about automating almost the entire customer support experience, every service platform will soon be exhaustively AI-powered.

Here’s the thing, as I think I said before: GenAI will cease to be a differentiator. Sure, some platforms will do it better than others, but everyone will do it. What then?

The reason, of course, is precisely the democratization of generative AI. We can all get our hands on it. Is it possible that someone, somewhere will come up with a differentiating use case nobody has thought of yet?

Kim Davis
Editor-at-Large

Marketing artificial intelligence (AI)

What else we're reading

Good reads and conversations to help good marketers get better.

David Raab of the CDP Institute says the composable CDP is dead.
Google is killing independent websites, please stop, says Ben Fox.

MarTech research

Surveys and research reports to make you a more-informed marketer

The 2024 MarTech Replacement survey tracks the replacement of applications in the martech stack yearly. Download the 2024 report (no registration required).
Looking for a project management platform for your marketing team? We’ve got a guide for that: Marketing Work Management Platforms: A Marketer’s Guide.

What they're saying

“The future of B2B growth is not in endlessly chasing new accounts but in building sophisticated expansion engines within your existing customer base.” Steve Armenti in Why account-based expansion is B2B’s next growth lever
“AI pilots might sound like a lower-risk way to ease into new technologies, but they often come with a downside — things move too slowly. AI pilots are like dipping your toe into the water when, in reality, you need to jump in if you want to swim with the big players.” Jim Ewel in Why starting small with AI pilots before scaling is a mistake