AI News

AI is now the main driver of increased martech budgets, but the adoption of AI tells a different story. Research on martech performance finds that only 49% of martech tools are actively used, and only 15% of organizations qualify as high performers — those who meet strategic goals and demonstrate a positive ROI.  This has […]

What can you do if you know AI could improve your marketing work, but your company is still stuck in committee about it? Start experimenting with personal projects that could also solve business problems. AI has escaped containment in the business world and is now everywhere. At the grocery store, my app uses AI to

Last year, a grieving air traveler asked Air Canada’s chatbot about bereavement fares. The bot invented a refund policy that did not exist. The customer acted on it, the airline ended up in court, and the story went viral. The court rejected Air Canada’s argument that its chatbot was a “separate legal entity” responsible for

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

Are consumers at a breaking point with email and text message marketing? In this episode of Conversations with Martech, we sit down with Eric Miao, chief strategy officer at Attentive, to discuss the evolving landscape of mobile communications. Eric and I dive into how brands can move past the “quantity over quality” era of spam

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

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

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

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.