In this article from MartechView, Dean de la Peña, VP of Identity at Resonate, discusses how AI is revolutionizing MarTech for a privacy-centric future. The article highlights the critical role of advanced predictive AI in identity resolution, connecting limited data points to understand consumer psychographics, values, and intent. Key technical considerations include robust data governance, data minimization, and pseudonymization, while emphasizing that model interpretability may sometimes be secondary to predictive accuracy.
For a future-ready MarTech data stack, adaptability, AI-powered data, and responsible, scalable insight delivery are crucial. Organizations must strategically integrate privacy and personalization, recognizing that consumer privacy is a growing priority. Ultimately, AI innovation aims to enhance marketing ROI through deeper personalization and consumer engagement, even with restricted data, as evidenced by Resonate’s success in boosting clients’ ROAS.
Read the whole article here.
