The C-suite continues to see marketing and sales as the areas where AI is providing the best ROI, according to a new Marketbridge survey.
Fifty-two percent of C-suite executives and marketing leaders at B2B technology companies surveyed said AI is assisting in deploying marketing and sales resources more cost-effectively to capture market opportunities. The same percentage said is significantly aiding with positioning solutions in a more personalized and relevant way. Oddly, only half saw the technology helping to create customer-facing content, which seems to be the most popular use by marketers.
All those surveyed recognized the need for substantial investment requirements, but not all agreed on where. Larger firms anticipate needing more capital for data, people and technology. However, smaller firms, with more limited resources, plan to concentrate more on process redesign.
The report, “The Impact of AI on Go-to-Market Strategies, Programs, and Investments,” can be found here. (registration required).
Here are this week’s AI-powered martech news and releases.
- Lemma, a platform for emerging media, launched Lemma Infibid, a new system for publishers to sell ad space. Lemma Infibid allows publishers to combine various ad formats into one platform and uses real-time auctions to get the highest price for their ad inventory. It also uses AI to help publishers set the best minimum price for their ads.
- Bloomreach updated the Bloomreach Engagement marketing automation platform to include autonomous Loomi AI capabilities. It is designed to reduce omnichannel campaign creation from a multi-week process to one that can be completed in minutes. Users prompt Loomi AI to build campaigns, and it returns a fully built-out workflow. Marketers can use prompts to refine aspects of the campaign, create or adapt content, run tests, and more. Bloomreach natively supports more than 15 different channels, so marketers can scale the campaign across entire customer journeys.
- Experian’s Contextually-Indexed Audiences is a privacy-safe solution that combines the precision of deterministic audience targeting with the flexibility of contextual targeting. It has real-time analysis from two million websites, access to 1,400 trusted audience segments, and easy activation through the top demand-side platform’s contextual marketplace or Audigent private marketplaces (PMPs).
- Appy Pie Design‘s Flawless Text generates clear, accurate, and contextually appropriate text within images created on its graphic design platform, a common challenge for AI-powered image generators.
- Twilio has partnered with OpenAI to integrate their Realtime API into the Twilio platform. This integration will allow Twilio’s customers to use OpenAI’s GPT-4o model to build conversational AI virtual agents.
- Toluna, a global insights and research technology provider, launched QProbe, an AI-powered feature that improves the quality of open-ended survey responses. QProbe is part of Toluna’s AI Everywhere strategy and aims to create conversational insights in quantitative and qualitative research.
- TapClicks‘s TapInsights is a suite of tools that helps marketers analyze data and make decisions. TapInsights includes features like AI-powered executive data summaries, goals and pacing tools, industry benchmarking, leads management, data threshold alerts, and custom data blending.
- MarketCast launched MarketCast Ad Effect Express, an advertising testing solution that uses human research and AI to predict how ads will perform. It uses facial and eye tracking to analyze emotional reactions and allows for open-ended questions to provide more context about the predictions.
About the author
Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.
