AI in Marketing: Closing the Gap Between Promise and Performance
Speakers:
Rusty Warner,
VP and Principal Analyst, Forrester
Aly Blawat,
Senior Director of Customer Strategy, Blain's Farm & Fleet
Rony Vexelman, VP of Marketing, Optimove
All marketing teams today have adopted AI in some form, but few are realizing its full potential. This is just one key finding from a 2025 Forrester survey of 153 marketing executives on how they are approaching AI, where it falls short, and what must change to unlock its value.
This webinar will be a deeper discussion of the findings that show AI is too often layered onto existing processes, leaving a gap between promise and performance.
Featuring Aly Blawat (Senior Director of Customer Strategy, Blain Supply, Inc.), guest speaker Rusty Warner (VP, Principal Analyst, Forrester), and Rony Vexelman (VP of Marketing, Optimove), the session will explore:
- Why AI adoption has not translated into transformation
- The role of AI in marketing agility, and why it remains elusive for most teams
- How “assembly-line marketing” creates structural bottlenecks
- The rise of AI-powered workflows and multiskilled, Positionless teams
Attendees will gain research-backed insights into the current state of AI in marketing and practical strategies to close the gap and turn AI adoption into measurable business results.
Opinions expressed in this article are those of the sponsor. MarTech neither confirms nor disputes any of the conclusions presented above.
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Optimove, the leader in Positionless Marketing, frees marketing teams from the limitations of fixed roles, giving every marketer the power to execute any marketing task instantly and independently. Positionless Marketing has been proven to improve campaign efficiency by 88%, allowing marketing teams to create more personalized engagement with existing customers. It was recognized as the Visionary Leader in Gartner’s 2024 Magic Quadrant for Multichannel Marketing Hubs. Being a visionary leader is a hallmark of Optimove. It was the first CRM Marketing Platform to natively embed AI with the ability to predict customer migrations between lifecycle stages in 2012. Today, its comprehensive AI-powered suite is at the leading edge of empowering marketers to optimize workflows from Insight to Creation and through Orchestration. Optimove provides industry-specific and use-case solutions for leading consumer brands globally.
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