AI is dominating the conversation in marketing – but cutting through the buzz to find real business value isn’t easy.
Many organisations are investing in AI without a clear plan – or hesitating altogether – because they’re unsure which use cases will actually move the needle. And in that gap, valuable time, budget, and opportunities are being lost.
The reality is, AI can already help marketing leaders drive efficiency, scale personalisation, and deliver measurable impact – without overhauling your existing Tech stack.
Here’s how forward-thinking CMOs are putting AI to work across their teams today, and where some of the biggest gains are:
AI Agents:
Automate lead qualification with AI bots that perform desk research and populate CRM data – freeing teams to focus on high-value interactions.
Enhanced Human Connections:
Perhaps ironically, AI has an important role in helping Marketers establish a more human connection with prospects. AI handles repetitive tasks, empowering sales and marketing teams to engage prospects more deeply by understanding their unique needs and goals.
Marketing Mix Optimization:
AI quickly reveals which marketing activities are driving engagement, helping teams focus resources on the most effective channels without heavy manual analysis.
Predictive Lead Scoring:
AI prioritizes leads based on their likelihood to convert, improving sales efficiency and eliminating wasted time on low-potential contacts.
Advanced Personalization:
AI tools, such as Send Time Personalization (STP), allow marketers to reach leads precisely when they’re most receptive, significantly improving email engagement.
Data Hygiene:
AI-driven deduplication and database cleaning enhance reporting accuracy, reduce wasted spend, and optimize overall campaign performance.
Adobe’s latest innovations across their B2B offerings announced at this year’s summit will be a key enabler for Marketing teams to make this a reality, and fast.
Unsure where to start?