Greg Smith

Understanding and integrating the user's intent is how you create more profound, lasting relationships with your users. It’s one of the critical pillars of our Intelligent Experiences. Get a deeper dive from the legend Chidi Achara #IX #Huge

26

One of the most common questions I am asked by CMOs is "...how do we integrate adtech and martech so that we can present an AI experience using targeting data from both platforms?" Below is The AICX Institute's methodology for driving a fully integrated AICX, the AI-powered Customer Experience. The convergence layer key integration points are: 1) the CDP 2) the Data Warehouse and surrounding ecosystem (pre-CDP data flows) 3) the AI Predictive Environment (data science) 4) Ad Revenue Management (ARM) 5) BI Platform. Data integration is the key to providing the nextgen AI experience for your brand. Stay ahead of the AI personalization wars, join The AICX Institute, it's free: https://lnkd.in/g86MhJyY aicxinstitute.com #ai #martech #adtech #personalization #AICX #data #cdp

2

Generative AI and conversational AI employ very different techniques, have differentiated use cases, and pose unique challenges. 🧠 Start with a foundational understanding of two of the most popular types of #AI for businesses, and see which one (if not both) is right for your business. Read more in Verse.ai's latest blog: https://lnkd.in/gYFpd_ZT #generativeAI #conversationalAI

8

Insightful article by Lareina Yee, Richelle Deveau and Steve Reis at McKinsey & Company on the future of B2B sales with Generative AI!  One aspect that could be explored further is the potential for hyper-personalization in B2B content. This capability can streamline sales cycles by creating highly tailored experiences that engage decision-makers more effectively. Unlock the full potential of your marketing and sales teams with Acerca https://lnkd.in/gbuHMxcx

7

🚀 The Future of Personalization is Here! Ready to explore what AI-driven personalization can do for your brand? Let’s chat! 📈 #DigitalMarketing #AI #CMOTrends #CustomerExperience #MarketingInnovation

13

Adtech M&A is certainly heating up. Last week Digiday reported that Teads is exploring various sale options. This kind of news piques our Quo Vadis curiosity. So we did our best to puzzle together a fundamental valuation model. As imperfect as it may be, our model tells us that $2.2 billion is close to the magic number. Get the details and see how we get there: https://lnkd.in/ee6wEyXM Subscribe to Quo Vadis to follow this very interesting adtech valuation story! #adtech #programmatic #radicaltransparency

129

18 Comments

There is a critical gap in the market, with 80% of executives recognizing they need to get on the AI bandwagon, while only 33% have taken that first step. Why? And what to do?

5

A top consumer products company with nearly 50 brands sought a new strategy for innovation due to inconsistent pipelines and varied market outcomes. By collaborating with Treacy & Company by Cherry Bekaert, the company implemented an AI-driven "Digital Discovery" model for research and development. By leveraging artificial intelligence, it transformed empty innovation pipelines into market-driven idea portfolios, leading the way in redefining innovation amidst AI-driven industry transformation. Discover how Treacy & Company by Cherry Bekaert helped reinvent innovation. #CaseStudy #Innovation #AI

8

My latest article on CMSWire asks CMOs, CEOs, and hiring agencies if industry experience is necessary or overrated. The deeper question I'm getting at here is: are too many great CMO candidates not even getting interviewed because they lack prior industry knowledge? Share your thoughts! Thanks to Sue Keith, Club CMO, Eric Pairitz, James (JD) Dillon, Doug Zarkin and Gaurav Bhatia for being a source! #cmo #marketing #humanresources

16

5 Comments

The CMO risks losing out to the CIO/CTO...but there is a solve. Unless CMO’s take this latest wake up call to lean in to technology - namely the Gen AI revolution - they will concede territory and influence to the IT department and CIO/CTO. Too many marketers have abdicated responsibility for technology to their teams or partners but Gen AI is so disruptive and transformative that CMO’s must take the lead. Read how you as a CMO can do that in your own organisation and what the significant macro use cases are that you should be exploring and experimenting with. My latest POV for Association of National Advertisers. Thanks for publishing guys.

16

3 Comments

Narrato: Empowering Teams to Produce High-Quality Content at Scale with Generative AI from Martech Zone - https://lnkd.in/ePZtPqBt

5

🚀 Exciting News: Introducing Kurve 🚀 Proud to share that Wes Madrigal and JOHN M. CORRIGAN have launched Kurve, a venture-backed startup that's set to revolutionize the way developers interact with data. Kurve is building an AI-powered developer tool that automates data discovery, feature engineering, and interoperability management—transforming raw data into actionable insights at lightning speed. Keep an eye on Kurve as they continue to push the boundaries of what’s possible in AI-driven data discovery! #AI #MachineLearning #Innovation #DataInfrastructure #MLOps #Startup #DataDiscovery #Automation #DataEngineering #Interoperability #DataScience #AItools #Metadata #Ontology

17

I've penned a little something for the marketing tech wizards over at MarTech. The subject? ABM Platforms! Is it all “huzzah!” or just a mighty “blah”? I embark on a hearty investigation of how these technologies cracked open the very vaults of digital media for the #B2B marketing crowd. Laying out the trifecta of roles #ABM platforms tackle: Predictive Analytics, Account-Based Programmatic, and Account-Based Measurement. And then, hold onto your hats, because I dive—like a Sinclairian sleuth—into the murky hidden costs: inter-departmental wrangling, annual fees that curl the toes, and the complexity of operating these self-service platforms. In a thrilling final act, I propose some exciting alternative approaches. Prepare for thrills, spills, and don’t worry, they all live happily ever after. Dive in below!

33

10 Comments

AI is coming fast and clients are obviously looking for speed and efficiency. This is forcing hold cos to find brand simplification and mashups of all kinds. And in big hold co news, the 3rd and 4th largest hold cos and looking to merge. In an all stock deal, Interpublic and Omnicom would combine to be around 20bill in revenue. Current market leaders, WPP is around 15bill and Publicis is around 13bill. But, regulatory approval could take a bit. 😳

18

3 Comments

Really insightful report about why the revenue quality mix for industry tech and life science cos is a meaningful indicator of value, and moreover, should serve as a key lever to help companies increase in value over time

2

As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

18

3 Comments

When AI tools generate fake voices or digital personas, it erodes the trust that fans place in their favorite artists. And it is important to consider that the risk of misuse goes beyond famous names. With the explosion of deepfakes, even non-celebrities could find themselves digitally replicated for deceptive purposes. Among other protections, the NO FAKES Act will: * Establish a federal right for all individuals to control the digital use of their voice and likeness, even after death. * Allow creators to take action against unauthorized digital replicas used for profit without consent. *Strike a balance with First Amendment rights to ensure free speech, parody, and satire are protected. We need a future where AI empowers artists, not exploits them. Let’s ensure that we continue to foster creativity with ethical, human-first safeguards. Please take a moment join me in advocating for the NO FAKES Act: https://lnkd.in/d5T9pa8a #NOFAKESAct #AIandMusic #ProtectCreativity #musicadvocacyday #musicindustry

9

2 Comments

The best person to follow on LinkedIn to learn more about media mix modeling (MMM)? My vote goes to Michael Kaminsky of Recast. With a unique ability to make complex topics accessible to non-experts, Michael's steady stream of posts are an on-going source of super helpful insights. Who else is a great follow on LinkedIn to better understand MMMs?

55

25 Comments