Eric Siu breaks down what actually works with AI in marketing. Consolidate your CRM, analytics, and campaign data into one platform, run small pilots to measure ROI before scaling, and keep personalization focused on timing and relevant offers, not creepy tracking. Audit your training data for compliance issues first.
If you want AI to actually work with your data, shift your CRM, analytics, and campaign data into one platform before adding AI. If you want to avoid tech stack overload and poor integration, prioritize platforms with native integrations that talk to each other and then remove the rest. If you want clear ROI from your AI tools, run small pilots, track before and after performance, and expand only what proves value. If you want personalization that doesn't feel creepy, limit AI to value-add tasks like timing, channels, and relevant offers. If you want to avoid compliance nightmares with AI, audit your training data regularly and add guardrails around sensitive attributes. Follow for more AI breakdowns that cut through the hype and show you what actually works.
