AI sensation ChatGPT isn’t just a leap forward in generative AI technology. It’s part of a trend that at least one marketing technology (martech) expert thinks will shape marketing in 2023.
“AI tools that are able to create net new content have gone from being frankly science fair projects to things that are now starting to really deliver impressive results,” said Scott Brinker, who publishes chiefmartec.com and is vice president of platform ecosystem at HubSpot.
Brinker recently hosted a webinar where he laid out his five trends for martech in 2023.
OpenAI’s ChatGPT might be getting the most attention, but tools that use AI to generate text have picked up a lot of momentum this year.
“It's not about turning over content production 100% to an AI tool,” said Brinker. “But it's really more about giving superpowers to marketers, particularly content marketers, to be able to leverage AI to accelerate their production of everything from a blog post to all sorts of more specialized content.”
That means personalization will get a boost too.
“This is now the ability for these tools to dynamically generate cohesive content based on demographics, firmographics, technographics, psychographics, behavioral insight signals, engagement histories, and experimental cohorts.”
We’ve also included generative AI in our “Tech Trends to Watch for 2023” report.
A unified data strategy has been a goal of marketers for years, and technologies like customer data platforms (CDPs) have helped. But at the bedrock are cloud data warehouses that allow teams to house and analyze all of their data. That’s changing. “It's not just a static repository, but it's becoming an interactive component in our stack,” said Brinker.
Brinker has long talked about the development of app ecosystems around core technologies, and for his part, he’s been right on. While dominant platforms like Adobe, Salesforce, and HubSpot have very large app ecosystems, even niche software tools offer libraries of apps that connect to their services. As these grow, they’ll offer a few benefits:
No-code tools like Airtable, Bubble, and more are giving marketers the tools to build apps, experiences, and more without programming.
“This is putting so much power in the hands of individuals and has such an enormous opportunity to raise the productivity inside the modern digital org.”
Brinker said the capabilities continue to expand:
This year started with huge buzz surrounding Web3 and the metaverse. But when it comes to them making an impact on marketing strategies, “it's just we're not quite there yet,” Brinker said.
“But when we actually look at the evolution of virtual reality (VR) and augmented reality (AR) technology, that's getting better and better every year. And we know there's going to be a tremendous amount of innovation in these spaces ahead.”
Here’s what we’ve seen:
Why we care: Despite the economic slowdown, martech spending will continue to grow. We forecast that by 2024, B2B martech spending will be $8.51 billion while B2C martech spending will be closer to $18.60 billion. Investments in martech stacks are critical, and factors such as data centralization and integrations, like Brinker says, are high on marketers’ minds. At the same time, the ascent of generative AI tools is picking up, suggesting buyers may be giving these tools a fresh look in 2023.
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