[{"data":1,"prerenderedAt":440},["ShallowReactive",2],{"header":3,"footer":251,"blog\u002Fthree-critical-lessons-in-ai-strategy-for-marketing-leaders":372},{"header":4},{"primaryNavigation":5,"pages":238,"buttonBlock":241,"lightswitch":246,"linkField":247,"plainText":249,"announcementStyle":250},[6,76,157,163,208],{"buttonLink":7,"dropdown":13},[8],{"ariaLabel":9,"target":9,"url":10,"text":11,"entryType":12},null,"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fproducts\u002F","Products","buttonLink_Entry_LinkType",[14],{"buttonLink":15,"tagline":17,"featureLinks":18,"standardLinks":56,"ctaHeading":70,"ctaLink":71},[16],{"ariaLabel":9,"target":9,"url":10,"text":11,"entryType":12},"Own the next era of advertising.",[19,32,44],{"buttonLink":20,"tagline":24,"asset":25},[21],{"ariaLabel":9,"target":9,"url":22,"text":23,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fproducts\u002Fprism\u002F","Prism","Predict outcomes, improve efficiency",[26],{"type":27,"image":28,"mobileImage":31},"image_Entry",[29],{"src":30,"alt":9},"https:\u002F\u002Fd191k2rrohvvg6.cloudfront.net\u002Fimages\u002FLogos\u002FPrism.png",[],{"buttonLink":33,"tagline":37,"asset":38},[34],{"ariaLabel":9,"target":9,"url":35,"text":36,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fproducts\u002Fcreative-ai\u002F","Adroom","Your all-in-one creative powerhouse.",[39],{"type":27,"image":40,"mobileImage":43},[41],{"src":42,"alt":9},"https:\u002F\u002Fd191k2rrohvvg6.cloudfront.net\u002Fimages\u002FLogos\u002FAdroom-logo.png",[],{"buttonLink":45,"tagline":49,"asset":50},[46],{"ariaLabel":9,"target":9,"url":47,"text":48,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fproducts\u002Fpixis-visibility\u002F","Visibility","Be the brand AI recommends",[51],{"type":27,"image":52,"mobileImage":55},[53],{"src":54,"alt":9},"https:\u002F\u002Fd191k2rrohvvg6.cloudfront.net\u002Fimages\u002Fvisibility-logo_2026-03-25-124001_kbbp.png",[],[57],{"heading":58,"links":59},"Platform",[60,65],{"buttonLink":61},[62],{"ariaLabel":9,"target":9,"url":63,"text":64,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fproducts\u002Fintegrations\u002F","Integrations",{"buttonLink":66},[67],{"ariaLabel":9,"target":9,"url":68,"text":69,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fproducts\u002Fcompliance\u002F","Compliance","Seeing is believing",[72],{"ariaLabel":9,"target":9,"url":73,"text":74,"entryType":75},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fget-a-demo\u002F","Get a demo","buttonLink2_Entry_LinkType",{"buttonLink":77,"dropdown":81},[78],{"ariaLabel":9,"target":9,"url":79,"text":80,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fsolutions\u002F","Solutions",[82],{"buttonLink":83,"tagline":85,"featureLinks":86,"standardLinks":87,"ctaHeading":152,"ctaLink":153},[84],{"ariaLabel":9,"target":9,"url":79,"text":80,"entryType":12},"No matter your role or goal, Pixis adapts to your needs.",[],[88,111,129],{"heading":89,"links":90},"By use case",[91,96,101,106],{"buttonLink":92},[93],{"ariaLabel":9,"target":9,"url":94,"text":95,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fsolutions\u002Fperformance-budget-optimization\u002F","Performance & Budget Optimization",{"buttonLink":97},[98],{"ariaLabel":9,"target":9,"url":99,"text":100,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fsolutions\u002Faudience-targeting\u002F","Audience Targeting",{"buttonLink":102},[103],{"ariaLabel":9,"target":9,"url":104,"text":105,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fsolutions\u002Fad-creation\u002F","Ad Creation",{"buttonLink":107},[108],{"ariaLabel":9,"target":9,"url":109,"text":110,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fsolutions\u002Finsights-monitoring\u002F","Insights & Monitoring",{"heading":112,"links":113},"By team",[114,119,124],{"buttonLink":115},[116],{"ariaLabel":9,"target":9,"url":117,"text":118,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fsolutions\u002Fperformance-teams\u002F","Performance",{"buttonLink":120},[121],{"ariaLabel":9,"target":9,"url":122,"text":123,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fsolutions\u002Fcreative-teams\u002F","Creative",{"buttonLink":125},[126],{"ariaLabel":9,"target":9,"url":127,"text":128,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fsolutions\u002Fagencies\u002F","Agency",{"heading":130,"links":131},"By Industry",[132,137,142,147],{"buttonLink":133},[134],{"ariaLabel":9,"target":9,"url":135,"text":136,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fsolutions\u002Fretail\u002F","Retail",{"buttonLink":138},[139],{"ariaLabel":9,"target":9,"url":140,"text":141,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fsolutions\u002Fconsumer-packaged-goods\u002F","Consumer Packaged Goods",{"buttonLink":143},[144],{"ariaLabel":9,"target":9,"url":145,"text":146,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fsolutions\u002Fhealthcare\u002F","Healthcare",{"buttonLink":148},[149],{"ariaLabel":9,"target":9,"url":150,"text":151,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fsolutions\u002Ftelecoms\u002F","Telecoms","Looking for a stellar marketing agency?",[154],{"ariaLabel":9,"target":9,"url":155,"text":156,"entryType":75},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fstellar\u002F","Our partner agencies",{"buttonLink":158,"dropdown":162},[159],{"ariaLabel":9,"target":9,"url":160,"text":161,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fpeer-stories\u002F","Peer Stories",[],{"buttonLink":164,"dropdown":169},[165],{"ariaLabel":9,"target":9,"url":166,"text":167,"entryType":168},"#","Knowledge Hub","buttonLink_Custom_LinkType",[170],{"buttonLink":171,"tagline":9,"featureLinks":173,"standardLinks":174,"ctaHeading":204,"ctaLink":205},[172],{"ariaLabel":9,"target":9,"url":166,"text":167,"entryType":168},[],[175,202],{"heading":9,"links":176},[177,182,187,192,197],{"buttonLink":178},[179],{"ariaLabel":9,"target":9,"url":180,"text":181,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002F2025-benchmarks\u002F","2025 Benchmark Report",{"buttonLink":183},[184],{"ariaLabel":9,"target":9,"url":185,"text":186,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fblog\u002F","Blog",{"buttonLink":188},[189],{"ariaLabel":9,"target":9,"url":190,"text":191,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fresources\u002F","Resources",{"buttonLink":193},[194],{"ariaLabel":9,"target":9,"url":195,"text":196,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fevents-webinars\u002F","Events",{"buttonLink":198},[199],{"ariaLabel":9,"target":9,"url":200,"text":201,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fpodcasts\u002F","Podcasts",{"heading":9,"links":203},[],"What We Learned from Over $1.8B in Ad Spend on Google & Meta",[206],{"ariaLabel":9,"target":9,"url":180,"text":207,"entryType":75},"Get the 2025 Benchmark Report",{"buttonLink":209,"dropdown":212},[210],{"ariaLabel":9,"target":9,"url":166,"text":211,"entryType":168},"Company",[213],{"buttonLink":214,"tagline":9,"featureLinks":216,"standardLinks":217,"ctaHeading":235,"ctaLink":236},[215],{"ariaLabel":9,"target":9,"url":166,"text":211,"entryType":168},[],[218],{"heading":9,"links":219},[220,225,230],{"buttonLink":221},[222],{"ariaLabel":9,"target":9,"url":223,"text":224,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fabout\u002F","About",{"buttonLink":226},[227],{"ariaLabel":9,"target":9,"url":228,"text":229,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fcareers\u002F","Careers",{"buttonLink":231},[232],{"ariaLabel":9,"target":9,"url":233,"text":234,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fnews-press\u002F","News & Press","Join our ambitious team",[237],{"ariaLabel":9,"target":9,"url":228,"text":229,"entryType":75},[239],{"uri":240},"search-results",[242],{"type":243,"buttonLink":244},"pill-solid-pointer-icon",[245],{"ariaLabel":9,"target":9,"url":73,"text":74,"entryType":12},false,{"url":248,"target":9},"https:\u002F\u002Fpixis.ai\u002Fmeet-prism\u002F?utm_source=homepage&utm_medium=banner&utm_content=meet_prism","Meet Prism: Your Always-On, AI-Powered Growth Partner","orange",{"footer":252},{"footerNavigation":253,"partnerAssets":340,"links":355,"copyRightNotice":371},[254,272,292,296,324],{"buttonLink":255,"dropdown":257},[256],{"ariaLabel":9,"target":9,"url":10,"text":11,"entryType":12},[258],{"links":259},[260,263,266,269],{"buttonLink":261},[262],{"ariaLabel":9,"target":9,"url":22,"text":23,"entryType":12},{"buttonLink":264},[265],{"ariaLabel":9,"target":9,"url":35,"text":36,"entryType":12},{"buttonLink":267},[268],{"ariaLabel":9,"target":9,"url":63,"text":64,"entryType":12},{"buttonLink":270},[271],{"ariaLabel":9,"target":9,"url":68,"text":69,"entryType":12},{"buttonLink":273,"dropdown":275},[274],{"ariaLabel":9,"target":9,"url":79,"text":80,"entryType":12},[276],{"links":277},[278,283,287],{"buttonLink":279},[280],{"ariaLabel":9,"target":9,"url":281,"text":112,"entryType":282},"\u002Fsolutions\u002F#teams","buttonLink_Url_LinkType",{"buttonLink":284},[285],{"ariaLabel":9,"target":9,"url":286,"text":89,"entryType":282},"\u002Fsolutions\u002F#use-cases",{"buttonLink":288},[289],{"ariaLabel":9,"target":9,"url":290,"text":291,"entryType":282},"\u002Fsolutions\u002F#industries","By industry",{"buttonLink":293,"dropdown":295},[294],{"ariaLabel":9,"target":9,"url":160,"text":161,"entryType":12},[],{"buttonLink":297,"dropdown":299},[298],{"ariaLabel":9,"target":9,"url":166,"text":167,"entryType":168},[300],{"links":301},[302,305,308,311,314,319],{"buttonLink":303},[304],{"ariaLabel":9,"target":9,"url":185,"text":186,"entryType":12},{"buttonLink":306},[307],{"ariaLabel":9,"target":9,"url":190,"text":191,"entryType":12},{"buttonLink":309},[310],{"ariaLabel":9,"target":9,"url":200,"text":201,"entryType":12},{"buttonLink":312},[313],{"ariaLabel":9,"target":9,"url":195,"text":196,"entryType":12},{"buttonLink":315},[316],{"ariaLabel":9,"target":9,"url":317,"text":318,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fblog\u002Fprism-frequently-asked-questions\u002F","Prism FAQ",{"buttonLink":320},[321],{"ariaLabel":9,"target":9,"url":322,"text":323,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fglossary\u002F","Glossary",{"buttonLink":325,"dropdown":327},[326],{"ariaLabel":9,"target":9,"url":166,"text":211,"entryType":168},[328],{"links":329},[330,333,337],{"buttonLink":331},[332],{"ariaLabel":9,"target":9,"url":223,"text":224,"entryType":12},{"buttonLink":334},[335],{"ariaLabel":9,"target":9,"url":233,"text":336,"entryType":12},"News & press",{"buttonLink":338},[339],{"ariaLabel":9,"target":9,"url":228,"text":229,"entryType":12},[341,348],{"asset":342},[343],{"type":27,"image":344,"mobileImage":347},[345],{"src":346,"alt":9},"https:\u002F\u002Fd191k2rrohvvg6.cloudfront.net\u002Fimages\u002FLogos\u002Flogo-meta-business-partner.svg",[],{"asset":349},[350],{"type":27,"image":351,"mobileImage":354},[352],{"src":353,"alt":9},"https:\u002F\u002Fd191k2rrohvvg6.cloudfront.net\u002Fimages\u002FLogos\u002Flogo-google-partner.svg",[],[356,361,366],{"buttonLink":357},[358],{"ariaLabel":9,"target":9,"url":359,"text":360,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fprivacy-policy\u002F","Privacy Policy",{"buttonLink":362},[363],{"ariaLabel":9,"target":9,"url":364,"text":365,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fleapus-csr-policy\u002F","Leapus CSR Policy",{"buttonLink":367},[368],{"ariaLabel":9,"target":9,"url":369,"text":370,"entryType":12},"https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Ffulfillment-policy\u002F","Pixis Fulfillment Policy","Pixis",{"uri":373,"id":374,"title":375,"url":376,"postDate":377,"dateUpdated":378,"slug":379,"sectionHandle":380,"type":381,"authors":382,"seo":393,"asset":402,"categories":408,"intro":9,"contentArea":415,"articleSelect":439,"siteName":371},"blog\u002Fthree-critical-lessons-in-ai-strategy-for-marketing-leaders","21450","Three Critical Lessons in AI Strategy for Marketing Leaders","https:\u002F\u002Fproduction.d2o9gkv0mx4lsk.amplifyapp.com\u002Fblog\u002Fthree-critical-lessons-in-ai-strategy-for-marketing-leaders\u002F","2025-06-06T00:56:28-04:00","2025-06-10T16:32:06-04:00","three-critical-lessons-in-ai-strategy-for-marketing-leaders","blog","blog_Entry",[383],{"fullName":384,"asset":385,"position":391,"bio":9,"linkedIn":9,"authorPage":392},"Hari Valiyanth",[386],{"type":27,"image":387,"mobileImage":390},[388],{"src":389,"alt":9},"https:\u002F\u002Fd191k2rrohvvg6.cloudfront.net\u002Fimages\u002FTeam\u002Fnew-images\u002FHari-Valiyath.jpg",[],"Co-Founder & CBO",[],{"title":394,"description":395,"advanced":396,"keywords":398,"social":399},"Three Critical Lessons in AI Strategy for Marketing Leaders | Pixis","",{"canonical":395,"robots":397},[],[],{"facebook":400,"twitter":401},{"description":395,"title":394},{"description":395,"title":394},[403],{"type":27,"image":404,"mobileImage":407},[405],{"src":406,"alt":9},"https:\u002F\u002Fd191k2rrohvvg6.cloudfront.net\u002Fimages\u002FPixis-Feature-Image-Templates_2025-06-04-121127_phzb.png",[],[409,412],{"title":410,"slug":411},"AI","ai",{"title":413,"slug":414},"Campaign Strategy","campaigns",[416],{"blocks":417},[418,421,429,431,437],{"type":419,"textBlock":420},"textBlock_Entry","\u003Cp>There is only one reason it’s hard to build an AI strategy: \u003Cstrong>it requires a new mental model\u003C\u002Fstrong>.\u003Cbr \u002F>\u003Cbr \u002F>AI has introduced a paradigm shift to outcomes-first-tech. When CMOs try to use the same methods and frameworks they’ve used in the past to include AI in their strategies, they meet some tough challenges.\u003Cbr \u002F>\u003Cbr \u002F>We’re used to thinking about marketing tech as broadly fitting into one of two categories:\u003Cbr \u002F>1) Storing data\u003Cbr \u002F>2) Managing workflows\u003Cbr \u002F>\u003Cbr \u002F>Just about every tool \u003Ci>claims \u003C\u002Fi>to drive outcomes, but few actually do. At least, not directly or completely.\u003Cbr \u002F>\u003Cbr \u002F>So there’s really no example or framework we can pull from to wrap our heads around a new type of technology that — we believe — can finally deliver those outcomes we’ve been chasing.\u003C\u002Fp>\u003Cp>Not in our tech stack, and not in the systems we use to plan our teams and processes.\u003C\u002Fp>\u003Cp>So as a CMO, how should you think about building an AI strategy? Broadly speaking, there are three strategic pillars to consider:\u003C\u002Fp>\u003Col>\u003Cli>\u003Cstrong>People\u003C\u002Fstrong> - your team: the people doing the work.\u003C\u002Fli>\u003Cli>\u003Cstrong>Processes\u003C\u002Fstrong> - the series of steps and workflows they use to complete their work.\u003C\u002Fli>\u003Cli>\u003Cstrong>Technology\u003C\u002Fstrong> - somewhat obviously, the tools or platforms involved in those processes.\u003C\u002Fli>\u003C\u002Fol>\u003Cp>I’ve been fortunate to know people who I believe are leading the way through this paradigm shift for each of these pillars. Here’s what I’ve learned from them.\u003C\u002Fp>",{"type":422,"asset":423,"assetWidth":9},"asset_Entry",[424],{"type":27,"image":425,"mobileImage":428},[426],{"src":427,"alt":9},"https:\u002F\u002Fd191k2rrohvvg6.cloudfront.net\u002Fimages\u002Fimage_2025-06-09-164108_xolq.png",[],{"type":419,"textBlock":430},"\u003Ch2>1. PEOPLE → Hire and Train for Understanding, not Mastery\u003C\u002Fh2>\u003Cp>\u003Ca href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fjasonwidup\u002F\">Jason Widup\u003C\u002Fa> said it best: you don’t need everyone to be a prompt engineer. You need them to \u003Cstrong>recognize where AI fits\u003C\u002Fstrong>, when it’s valuable, and when it’s not.\u003Cbr \u002F>\u003Cbr \u002F>Prompt engineering is a great skill for now. But the fact that it’s needed at all is more a highlight of the shortcomings of the current technology than a long-term skill development opportunity.\u003Cbr \u002F>\u003Cbr \u002F>When I was a kid, a school librarian taught me how to use search operators to build better google searches.\u003Cbr \u002F>\u003Cbr \u002F>But nobody types “restaurants near me -fast food”. They just search.\u003Cbr \u002F>\u003Cbr \u002F>We should expect prompt engineering as a skill to follow suit for most use-cases. It’s a band-aid for how early LLMs behaved, not a path towards using future versions well.\u003Cbr \u002F>\u003Cbr \u002F>So don’t just hire expert prompt engineers. Hire people who understand how AI can be useful now and where it’ll be useful in the future.\u003C\u002Fp>\u003Ch5>\u003Cstrong>Key takeaway:\u003C\u002Fstrong>\u003Cbr \u002F>Train your employees to think of their work as processes where any given piece \u003Ci>could \u003C\u002Fi>be delegated to an AI, and teach them how to decide for themselves whether each step \u003Ci>should\u003C\u002Fi> be.\u003C\u002Fh5>\u003Ch2>2. PROCESS → Remove Friction, Don’t Just Add Automation\u003C\u002Fh2>\u003Cp>Ram Krishnan, Chief Commercial Officer at PepsiCo has a great blog called \u003Ca href=\"https:\u002F\u002Fwww.ramalytics.com\u002F\">Ramalytics\u003C\u002Fa>. He covers a breadth of topics, but often talks about AI as a way to elevate human capability, not replace it.\u003Cbr \u002F>\u003Cbr \u002F>In the past, tech adoption was often efficiency-focused, like a digital production-line for the many tasks we need to complete to do our jobs as marketers. Like automation-based tools, AI can amplify efficiency. But it also offers more.\u003Cbr \u002F>\u003Cbr \u002F>The paradigm shift requires us to think beyond the “doing more with less” approach of automation- or rules-based systems that helped us execute faster.\u003C\u002Fp>",{"type":432,"blockQuotation":433},"blockQuotation_Entry",[434],{"text":435,"source":436},"\u003Cp>AI isn’t just something we can use; it’s something we can collaborate with.\u003C\u002Fp>","Ram Krishnan, Chief Commercial Officer @ PepsiCo",{"type":419,"textBlock":438},"\u003Cp>That’s not something we could have said about marketing automation platforms, but is certainly true of AI.\u003C\u002Fp>\u003Ch5>\u003Cstrong>Key takeaway:\u003C\u002Fstrong>\u003Cbr \u002F>Start involving a simple AI tool in your daily work and life. \u003Ca href=\"https:\u002F\u002Fpixis.ai\u002Fblog\u002Fllm-for-marketing\u002F\">Choose any LLM and consult it\u003C\u002Fa> about decisions you need to make. There’s no wrong choice: they’re all great.\u003Cbr \u002F>\u003Cbr \u002F>Ask it to use frameworks you like (like jobs-to-be-done, or cost-benefit-analysis) to help you solve problems. Give it context and ask it for ideas, not just answers to your questions. Role-play with it by telling it to consult with you as if it were David Ogilvy or Ann Handley.\u003C\u002Fh5>\u003Ch2>3. TECH → Solve the Context Gap\u003C\u002Fh2>\u003Cp>The latest version of Scott Brinker’s Martech Map lists 15,000 martech tools.\u003Cbr \u002F>\u003Cbr \u002F>Most of them don’t directly integrate with each other. And why would they? It’d be absurd to build that many integrations.\u003C\u002Fp>\u003Cp>But it does mean that each time we’ve added a solution to our marketing stacks, we’ve also added a bit of a problem: there are big decision-making spaces between our tools. Currently, people fill those gaps with csv exports and vlookups.\u003Cbr \u002F>\u003Cbr \u002F>But some AI tools are built to establish the missing context, bring structure to it, and act on that unified picture of the truth in real time.\u003C\u002Fp>\u003Cp>Read more: My Co-Founder and Pixis CEO, Shubham Mishra, just published an article last week digging into the context gap.\u003C\u002Fp>\u003Cp>Pixis, for example, can \u003Ca href=\"https:\u002F\u002Fpixis.ai\u002Fsolutions\u002Finsights-monitoring\u002F\">understand ad performance data\u003C\u002Fa> from both Meta and Google in real time, and use that data to act as a strategic partner, hone targeting, adjust bids, optimize ad spend across channels, and even generate new creative to test.\u003C\u002Fp>\u003Ch5>\u003Cstrong>Key takeaway:\u003C\u002Fstrong>\u003Cbr \u002F>When you’re looking at AI platforms, consider whether they simply replace an existing point-solution, or if they would help all your existing point solutions become exponentially more valuable by filling the context gaps between them.\u003C\u002Fh5>\u003Cp>To be clear, there’s nothing wrong with the former, but seeing the difference between incumbent replacement and system uniter can be helpful when you’re evaluating new tools.\u003C\u002Fp>\u003Ch2>Shift Your Lens, Then Your Stack\u003C\u002Fh2>\u003Cp>Early adopters of AI will have an advantage. But balance urgency with a thoughtful approach.\u003Cbr \u002F>\u003Cbr \u002F>Specifically, you’ll need to shift your mindset away from thinking, “how do I automate tasks?” to, “how can I orchestrate outcomes?”\u003C\u002Fp>\u003Cp>Break these questions down further into people, process and leave tech for last. With so many existing martech solutions on the market, and new AI-powered tools popping into existence every single day, it’s easier to first establish clarity on your context gaps. Then set about testing tools that might help stitch them closed.\u003C\u002Fp>\u003Cp>Do that, and you’ll stop asking whether AI belongs in your strategy, and start asking which outcomes you’d like to unlock next.\u003C\u002Fp>",[],1779370412389]