MarTech, the wide range of software tools used in marketing campaigns, will continue to focus on artificial intelligence (AI) and generative AI (GenAI) to drive unprecedented levels of personalization and customer engagement in 2024. Retailers and brands are emphasizing the importance of AI in marketing and the need for effective collaboration across functions. With nearly 60% of marketers prioritizing AI investments as their primary focus, a new study highlights the strategies, challenges, and trends that will define marketing success in the coming year. “The adoption of GenAI to know more, do more, learn more and achieve more also has the potential to transform marketers, starting with the CMO,” said Steven Gerber, president and COO of Zeta Global.

 1) AI And GenAI Leading MarTech Investment

As AI is expected to drive improvements in content creation, personalization, predictive analytics, and overall marketing efficiency, 60% of marketers view this initiative as providing the most value and return on investment (ROI). In addition to driving improvements, AI and GenAI can segment customers more accurately and with greater precision. Micro segmentation, which in the past has been very costly for retailers, can now be instrumental in driving higher engagement and loyalty to a brand. Furthermore, automated marketing activities to remove repetitive tasks such as email marketing, social media posting, and ad placements result in higher consistency across campaigns.