How to overcome AI challenges in martech to maximize ROI

AI is transforming martech by automating tasks, providing real-time insights and scaling operations more effectively. However, a number of issues make integrating AI into martech stacks very challenging. Here are actionable strategies to resolve these and other common AI issues.

Dig deeper: AI readiness checklist: 7 key steps to a successful integration

Common challenges in AI integration and how to overcome them

Here are the top reasons why integrating AI into existing martech stacks poses a challenge:

• Complexity of existing martech stacks: Many of us are already overwhelmed by the proliferation of solutions across martech and adtech. Adding AI-driven solutions to already sprawling ecosystems can easily create confusion and waste.
• Data quality and integration: AI thrives on clean, well-structured data. Identify AI use cases that can build on existing clean data sets like product feeds or digital campaign performance data. 
• Resistance to change: Teams may hesitate to trust AI-driven tools, fearing loss of control or job displacement. Brands may resist the lack of control over brand safety and guidelines, especially in industries with significant regulatory or legal restrictions on marketing. 
• Skill gaps or resource allocation: Organizations often lack the in-house expertise needed to deploy and manage AI effectively. Balancing upfront investment with long-term ROI can be daunting.

By addressing these challenges head-on, we can facilitate seamless AI integration and unlock its full potential.

Start with clear objectives

Define and prioritize specific marketing problems AI can solve, such as improving customer segmentation, analyzing creative performance or optimizing ad spend.

Audit your martech stack

Identify existing gaps and opportunities where AI can enhance performance. Prioritize easily actionable opportunities where existing datasets are AI-ready — granular, robust and relatively well-structured.

Invest in data readiness

For other high-priority AI opportunities, invest in cleaning up your data. Prioritize data governance, integration and quality to ensure AI models deliver meaningful insights. Create feedback loops where models and algorithms continuously learn about what drives your business. 

Dig deeper: How to make sure your data is AI-ready

Build a cross-functional task force and partner to accelerate

Foster collaboration between data scientists, marketers and technologists to ensure AI tools align with business goals. Consider a build-buy-partner framework to identify areas where using agency or technology partners could help accelerate without sacrificing data ownership. 

Partnering with external experts can also help organizations pilot initiatives like predictive analytics and creative optimization without requiring large-scale internal investment upfront.

Start small, scale iteratively

Pilot AI initiatives in low-risk areas where resource alignment exists. Identify wins and gain buy-in to expand based on learnings.

Dig deeper: 5 ways to jump-start AI adoption

Adapting your martech stack for AI success

As AI evolves, marketers must prepare their martech stacks to adapt to emerging trends. Here’s how.

Define and measure what matters

Identify KPIs tied to AI-driven initiatives, such as cost savings, increased conversions or improved customer retention. Remember to factor in the value of time savings or increased speed to production.

Clarify AI and privacy guardrails

Ensure alignment across marketing, privacy, technology and legal leadership on what data should never be used as inputs to train AI models and ensure those guardrails are clearly enforced. 

Embrace explainable AI. Enablement tools that provide transparency in AI decision-making will be essential for building trust and accountability.

Adopt interoperable platforms

Choose tools that integrate seamlessly with other technologies. For example, platforms that support flexible API can help marketers adapt quickly to new channels or datasets as the ecosystem evolves.

Invest in talent and partnerships

Upskilling in-house teams and partnering with AI-savvy agencies will ensure your organization remains competitive. Use knowledge sharing and recognition to encourage AI-powered innovation at every level and identify new ways of working. 

Dig deeper: Laying the groundwork for AI in MOps: How to get started

The question is no longer whether to integrate AI into your martech stack, but how to do so effectively and at scale. While challenges exist, they can be overcome with the right strategies and tools. You can fully capitalize on AI’s transformative potential by defining clear objectives, investing in data readiness, and continuously iterating.