Go-to-market leaders agree that AI is a mechanism for acting quickly on a strategy, but the strategy has to come first.
AI has made it easier for marketers to produce content and campaigns at scale. But when every team has access to the same AI tools, how does a brand stand out?
That question shaped our recent leadership roundtable on Customer Intelligence and Centricity in the Age of AI, hosted in partnership with the CMO Council and Gain Relationship.
The go-to-market leaders in the room agreed that AI is a mechanism for acting quickly on a strategy, but the strategy has to come first, rooted in a clear understanding of who customers are, their pain points, and their needs across every stage of their buyer journey.
When teams reverse the order and expect AI to produce the strategy, they create noise that buyers tune out.
Kathleen Joyce, Director of Frontier Solutions at Bridge Partners, shared the team’s model for human-in-the-loop content creation, providing a methodology for defining the roles of humans and agents. By creating a sustainable feedback loop, teams can operate more efficiently without compromising quality.
Successful agentic workflows also depend on trusted data. When records are duplicated or out of date, AI repeats those errors with total confidence and at scale. The wrong message. The wrong message reaches the wrong person, and teams stop trusting the output.
Clean data also enables new ways to plan and test campaigns. Panelists described using synthetic data models to rapidly prototype campaigns and to A/B test potential messaging and creative before rolling them out across markets.
Where part should data quality and human judgement play before AI touches revenue?
Join Convertr and B2B Marketing on November 12 at 10 AM ET / 2 PM GMT, where we’ll share new research on why marketers get less value from AI the closer it gets to revenue. Click here to register.
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