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December 3, 2024

“It’s dangerous to go alone.” This sage advice from “The Legend of Zelda” should be applied to your AI efforts. Walmart, BMW and Heinz are just a few of the enterprises driving innovation by combining their data with other companies’ AI systems and expertise. Sarah C. Weiss explains how and has four principles to make this work for you.

There’s been a lot of talk about how generative AI is the “Google killer” that will transform search marketing. Given the relative popularity of the two, Google can sleep soundly for some time to come. The biggest obstacle is that consumers still don’t trust a technology that regularly invents stuff out of whole cloth. You can read more about search marketing in the ChatGPT era here.

Constantine von Hoffman
Managing Editor

Marketing artificial intelligence (AI)

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Good reads and conversations to help good marketers get better.

MarTech research

Surveys and research reports to make you a more-informed marketer

The 2024 MarTech Replacement survey tracks the replacement of applications in the martech stack yearly. Download the 2024 report (no registration required).
NEW! The Evolution of Online Search After ChatGPT. Explore key trends driven by ChatGPT and other generative AIs in a report from Semrush and Statista.

What they're saying

“Uncovering the ‘why’ behind outcomes enables marketers to select and defend their go-to-market (GTM) investments confidently. In the turbulence of SaaS and B2B markets — where shrinking deal sizes, longer sales cycles and tighter budgets have become the norm — guessing isn’t just risky; it can get you fired.” Tim Hillison in “Why causal AI is the answer for smarter marketing”
“Co-innovation is a strategic necessity in today’s competitive landscape. Developing cutting-edge AI capabilities in-house is costly and time-consuming. However, by collaborating with other companies and looking beyond your industry, you can accelerate time to market, reduce costs and gain a competitive advantage.” Sarah C. Weiss in “How Walmart, BMW and Heinz use AI partnerships to grow their business.”