A new age of marketing has arrived, where customer and revenue reign supreme and the Chief Marketing Officer is the driver and orchestrator of growth. Gone are the days of loosely connected campaign-driven operations guided by marketing metrics derived from rear-view mirror looks into past performance. Transformational marketing practices are actively shifting towards autonomous operations engines that empower teams sitting far beyond marketing’s own walls to ensure engagements and experiences stand at the ready to meet the customer’s expectations and their micro-moments of need. Digital transformation is not “enough”…marketing as a whole must transform and transcend channel.
Learn how organizations will activate transformation and embrace the need to put customer before channel and shift from a mindset of reporting on metrics to thriving on advanced analytics that feeds and informs holistic business strategy. Understand the success stories and the lessons learned as leaders must work in a rapidly evolving paradigm where revenue is the metric that matters, and customers are the drivers of their own experiences.
Adobe laid out its customer experience vision that includes multiple purpose-built AI agents, automated experiences that can adapt on the fly and scaling personalization.
Laura MacDonald, Chief Growth Officer of Hotwire, said AI's role in marketing and communications has only grown, but practitioners need to ensure quality data is training models and humans are adding the creativity.
Adobe is using its platform to give creative professionals access to a variety of models. These AI features will include new Firefly web app subscriptions.
Walmart continues to bet on leveraging AI, optimizing its supply chain and developing a host of related businesses that'll grow operating profits.
