Trends from MarTech, AI at the Core, and Beyond

Less talk, more walk in emerging AIM category


It’s certainly an exciting time to be a marketer. If this past week was any indicator, the Artificial Intelligence Marketing (AIM) era is clearly upon us.
 
At Amplero, we were busy either hosting or presenting at three major AIM-related conferences: the Forrester AI Summit, MarTech USA, or our own AI at the Core Exchange.
 
As I reflect back upon what I heard from analysts, vendors, and marketers over the course of the week, there are a few key trends that are top of mind:

1. The industry at large has moved from talking about AI Marketing to engaging in it.

With so much interest in leveraging AI to drive digital transformation, Forrester created a special pre-show event before each of their major conferences, called “AI Summit Series: Machine Minds”, to meet the demand. In addition, DMNews is running a special “Artificial Intelligence Week” editorial section focused on the growing trend.

2. Customer-obsessed industries, such as telecom, gaming, consumer tech/software, financial services, and entertainment/media, are leading the way in using AIM to disrupt and differentiate in the marketplace.

During AI at the Core, Paul Wiefels from the Chasm Group gave an engaging talk about the AI wave, comparing it to the rise of the internet or mobile devices. He emphasized that companies now face a critical choice—leverage AI as a disruptor or hesitate and be the disrupted. View Paul’s presentation here.

3. With a mix of market noise and genuine solutions, AI Marketing is quickly becoming a crowded arena.

It is going to become critical to distinguish those providing AI at the core of the martech stack from those simply bolting AI onto legacy architectures to solve narrow use cases.

In order to optimize longer-term KPI optimization for customer lifetime value metrics, such as revenue and retention, marketers need to reimagine a modern day marketing cloud with AI at the center. To learn more about “core” vs. “bolt-on” AI, see our recent article on Marketing Land entitled "AI at the Core. Humans at the Helm.”

4. Applying AI at the Core needs to drive material lift in customer revenue and retention.

It was personally gratifying to see the CMO of Sprint Pre-paid brands reveal on stage in front of thousands of marketers that they are driving “tens of millions in incremental revenue” partnering with Amplero. While we are obviously pleased with the results at Sprint, we believe that any consumer enterprise applying AI at the core of their marketing stack can achieve similar lift in customer value metrics. The full MarTech mainstage presentation from Sprint CMO Angela Sigley-Rittgers and Amplero CEO Olly Downs, Ph.D., is available here.

For those interested in attending future AI at the Core events or want to learn more about the AIM era, contact us today.

About Matt Fleckenstein

As a customer journey-focused, algorithmic-obsessed product and marketing executive, Matt Fleckenstein has spent the past 15 years envisioning, launching, and growing marketing technology tools to optimize every interaction across the entire customer lifecycle.

In his role as chief marketing officer at Amplero, Matt is focused on enabling B2C global brands to maximize customer lifetime value through core AI solutions.

Prior to Amplero, Matt served as VP of Product at Salesforce IoT Cloud and Salesforce Marketing Cloud where he built and grew Salesforce’s B2C marketing automation product, Journey Builder. He also worked as Director of Retention Marketing at Microsoft Office 365, helping guide the transition of the product from software to an online services offering.

Past startups include content recommendation engine, mSpoke (acquired by LinkedIn), and predictive hedge fund trading modeling company, Peak Strategy (acquired by Morgan Stanley).

About Amplero

Headquartered in Seattle, Amplero is an Artificial Intelligence Marketing (AIM) company that enables business-to-consumer (B2C) marketers at global brands to optimize customer lifetime value at a scale that is not humanly possible.

Unlike traditional rules-based marketing automation systems, Amplero’s Artificial Intelligence Marketing Platform leverages machine learning and multi-armed bandit experimentation to dynamically test thousands of permutations to adaptively optimize every customer interaction and maximize customer lifetime value and loyalty.

With Amplero, marketers in competitive, customer-obsessed industries like telecom, banking, gaming and consumer tech are currently seeing measurable lift across key performance indicators—including 1-3% incremental growth in customer topline revenue and 3-5x lift in retention rates.

For more information, contact us today or follow us on Twitter.