Generative AI is taking over the discovery phase, thanks to shoppers starting their online search with AI platforms like ChatGPT, Google Gemini or AI Mode. But as is with all things AI, changes are moving faster than marketers and their tech stacks can keep up with.
No doubt, generative AI has become a permanent fixture in marketers’ tool kit. The question is if said tools have advanced enough to close the gap between shopper behavior and marketing infrastructure.
Research and data points paint a picture of marketers struggling with measurement, fragmented ad tech stacks and operational readiness amidst shoppers’ rising expectations for personalized recommendations and faster check outs.
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