"The September edition of the MarTech Conference featured six panel discussions focused on the dynamic duo of data and AI and their impact on the marketing organization. The panels focused on: Navigating consent and compliance in the AI world Organizational alignment for the AI age Improving your CX with AI and data activation Under-utilized data sources in the martech stack Building a martech stack for data and AI How AI decisioning will change your marketing"
"AI is the ultimate enforcer of data quality Delivered by Jessica Kao, with supporting points from Verl Allen, in the panel "How to get your organization aligned for the AI age: Positioning marketing, ops and IT for success." This will force companies to adopt long-overdue best practices. For decades, marketers have talked about "garbage in, garbage out," but often got away with subpar data because humans could intervene and clean it up."
"However, AI lacks this human filter and will only accelerate chaos if it's fed poor-quality data. This reality is forcing organizations to finally implement the data governance, standards and alignment they needed all along, as there is no longer a choice. Adopting an AI initiative can be the very catalyst needed to kickstart a data cleaning project, rather than waiting for data to be perfect before starting."
Six focal topics center on consent and compliance for AI, organizational alignment for the AI age, improving customer experience with AI and data activation, identifying under-utilized data sources, building martech stacks optimized for data and AI, and how AI decisioning will change marketing. AI exposes and amplifies poor data quality by removing human cleanup, which forces organizations to implement governance, standards, and cross-functional alignment. AI initiatives can act as catalysts to start data cleaning efforts rather than waiting for perfect data. Marketing roles will need hybrid skills in data analysis, ethics, and storytelling to use AI responsibly and effectively.
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