AI Infused Martech: Unlocking Automation & Big Data Access

The application of Artificial Intelligence (AI) to marketing automation platforms (MAPs) is gaining momentum. AI is being infused into core stack components such as Customer Relationship Management (CRM) and MAPs, to increase accuracy and productivity. The process of data management is the earliest “natural language” change that has fuelled the growth of martech, which involves creating new database fields. AI is now simplifying tasks such as researching and adding data about people and companies, and entering data into spreadsheets. Additionally, AI is being used to create output in the form of natural language interfaces for analytics, visualization capabilities and big data access. Even with automation, it is important to be aware that governance and training are still needed to avoid blind trust in AI.

For much of 2023, the AI hype has focused on generative AI content use cases (copy, image, video). But, there is an even more profound movement afoot: the infusion of AI into every marketing technology application. This will enable marketers to create new database fields to integrate into landing pages and websites, creating an easy-to-use interface for data input. AI plug-ins are being used to create formulas in spreadsheets, and natural language prompts are being used to extract domain names from email addresses and create structured data. Natural language interfaces for analytics are also being developed, as well as infused visualization capabilities. Lastly, AI is being used to access big data sources. However, it is important to remember that governance and training are still needed to ensure data quality and accuracy.

Originally reported by Martech: https://martech.org/6-marketing-automation-use-cases-where-ai-can-help-with-data-quality/
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