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Xenoss’ MarTech Discussion Club Meets to Talk about AI in MarTech

Posted on April 30, 2021
AI in MarTech

On April 29, Xenoss in partnership with Ukrainian Internet Association held a virtual meetup of the MarTech discussion club dedicated to AI in MarTech and its applications, use cases and trends.

MarTech Discussion Club exists to bring the local MarTech and AdTech communities together to exchange ideas, experiences, and knowledge.

Our virtual panel consisted of MarTech thought leaders and representatives of rapidly-growing AI startups who shared their opinions on how AI is transforming the MarTech landscape, contemplated the future of AI in marketing and discussed examples and cases of successful AI application in marketing and advertising

At this virtual meetup our speakers were:

Down below we’ll cover the main takeaways from the discussion. You can find the full recording of the meetup at this link.

Compared to ten years ago, when the AdTech industry was still at its inception, nowadays marketers, advertisers and AdTech vendors are faced with a considerable number of challenges. From privacy regulations such as GDPR and CCPA to third-party cookies deprecation, to market monopolization by the walled gardens.

The technologies that fall under the umbrella of AI definition can help overcome these challenges and give a second wind to AdTech startups. In Dmitri Lisitski’s opinion, the new generation of AdTech companies won’t be able to conquer the market without the use of AI technology in some capacity.

Talking about the use cases and potential application of AI in advertising and marketing, the speakers highlighted the next areas:

  • Ad creative optimization
  • Customer journey mapping
  • Media buying optimization
  • Hyper-personalization
  • Content creation with GPT-3

GPT-3, one of the most powerful language models yet, was pointed out as a promising technology for AdTech in particular. It can assist marketing professionals by streamlining and automating content creation, as well as lower the costs of content production.

Right now, the AdTech industry is facing the dawn of a new era with intelligent technologies in use.

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