Expert Advice for Marketing Leaders on MarTech, AI, & CX
Insights, ideas, and best practices for marketers that utilize artificial intelligence in their marketing.
This article was written by Greg Kihlström for CustomerThink. Generative AI has generated plenty of attention and hype, though its ability to create
text, images, and software have primarily taken the spotlight, leaving
video as an afterthought.
We’ve spent the last five years feeding marketing algorithms every click, demographic, and behavioral data point available—and yet conversion rates remain stuck in the low single digits. Why? According to Joshua Goldberg, EVP of Strategy at Zenapse, it’s because most marketing artificial intelligence (AI) is training on the wrong thing. Behavior is useful. Demographics are fine. But emotion? That’s where the real leverage is.
When the founder of Reebok partners with the builder of an AI-powered shoe startup, it’s not just a branding story—it’s a signal that the industry is about to change. Again.
Agility requires an attention to process and a commitment to continuous improvement. It also requires a culture of agility. Today we’re going to talk about talent in an AI environment, and the critical role that human teams play in an AI environment.
To help me discuss this topic, I’d like to welcome Eugenie Lamprecht, Chief of Staff at Reka.
The promise of AI is palpable: A brand manager clicks ‘Generate’ and an AI console delivers five hundred ad variants in under a minute. Such scenes illustrate why the adoption of artificial intelligence in business functions has rapidly accelerated, with a significant increase in firms leveraging AI year-over-year. According to the McKinsey: State of AI report, 78% of firms now use artificial intelligence in at least one business function, up from 55% one year earlier. Marketers laud the efficiency, with nearly all (93%) reporting adding generative tools and features in their tech stack in 2024.
You pour resources into campaigns only to see lukewarm results. You stock inventory that gathers dust. You scramble to react to sudden demand spikes—or worse, miss them entirely. When that happens, wasted budgets, eroded margins, and irrelevance are never far behind.
But what if you could anticipate customer needs and market shifts before they happen?
Today we are here at PegaWorld 2025 at the MGM Grand in Las Vegas, and we’re exploring how Generative AI-powered prototyping can help organizations visualize and refine the full customer journey before it’s built — and why tools like Pega’s Customer Engagement Blueprint are changing how brands think about strategy, customer-centricity, and innovation.
To walk us through this, I’d like to welcome back to the show Tara DeZao, Sr. Product Marketing Director at Pega.
This article was written by Greg Kihlström for CMSWire. As much as agentic AI promises to make our lives easier, delegating tasks and errands is certainly not new. Even in our mobile-first, app-based reality, you can use Instacart for your groceries, Stitch Fix for your wardrobe, Uber to get driven to your next destination and countless other apps to get other people to help you get things done.
Today we are here at PegaWorld 2025 at the MGM Grand in Las Vegas, and we’re going to talk about how enterprises are starting to move beyond prompt-based, freewheeling AI models and toward something more mature, governed, and scalable: Predictable AI Agents. And we’ll explore what that means for the future of autonomous enterprise decisioning and innovation.
To help me dig into this topic, I’d like to welcome Peter van der Putten, Director AI Lab and Lead Scientist at Pega.
Marketing has entered a new AI-powered era—one where audiences can no longer distinguish between human-created content from the latest algorithm. With 77% of CMO’s incorporating generative AI into their copywriting, campaigns and creative processes, it’s clear artificial intelligence is quickly reshaping how brands communicate.
