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across all of our programs and clients, we've seen a 55 to 65 percent open rate.

Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours. If we're reaching out to the right

person with the right message and a clear call to action, then it's just a matter of timing.

Welcome to the Martec Podcast, a member of the I Hear Everything podcast network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's a host of the Martec Podcast, Benjamin Shapiro.

Welcome to the Martec Podcast. I'm Benjamin Shapiro, the executive producer of the Martec Podcast. And today we've got a special episode for you, which is going to be guest hosted by Juan Mendoza, the author of the Martec Weekly newsletter. Juan is a recovering Martec consultant, turned creator who writes an amazing weekly newsletter about the Martec industry. And I'm thrilled to invite him and some of his friends to take the mic and share their knowledge with you, our loyal Martec Podcast listeners. All right, here's a special episode of the Martec Podcast, guest hosted by Juan Mendoza, the author of the Martec Weekly newsletter.

Welcome back, Maca Tias. My name is Juan Mendoza from the Martec Weekly. Today we're going to discuss AI and the future of personalization. Joining me today is someone that is a fascinating interloka, someone that knows the space more than many other people in the Martec world. His name's George Kachitrayan. He's the CEO and co-founder of Off-Afit. Off-Afit is an automated experimentation platform, which helps enterprises radically accelerate testing and learning, leveraging reinforcement learning to deliver business value from first-party data on existing customers for top brands in telecommunications, energy, retail, travel, financial services, and many others. Yesterday, George and I, we went deep into scaling personalization, but today we're going to shift gears a little bit and talk about redefining marketing personalization from the perspective of generative AI and marketing strategies. So if you go back to our first episode, we talked a lot about data and operationalization and the way in which companies are actually building and operationalizing AI to get to scale. This is going to be a little bit more creative. We're going to be talking about the generative aspect of AI to improve creativity and actually helping marketers to inform their strategy as well. So here's our second conversation with George Kachitrayan, the CEO and co-founder of Off-Afit. George, great to have you back. Thanks for coming back, by the way.

Good to be back, Juan.

And I'm really excited to dive into our second episode here and thinking about generative AI in marketing strategies. Of course, there's a billion podcasts out there about generative AI. You can go on LinkedIn and you can find whatever you want on generative AI content marketing. It's just one of those big buzzwords, but as a founder and a CEO of an AI company, what's been your take over the past couple of years now as generative AI has become very, very popular?

I think it's been stunning for everybody to see just how powerful these models have gotten. One of the things that a lot of people don't realize is actually why this happened. So I talked to a lot of marketers and it feels to everybody like it came out of nowhere, but it actually came out of scaling laws. So it turned out folks discovered because these models, people often think they're completely unique and different from what came before them. That's actually not true. If you look at, for example, large language models, they're neural networks. People have been doing neural networks for like many decades. So what caused this like explosion that I think all of us are looking at and being like, this is phenomenal. I don't think any of us expected this to happen during our lifetime. It's that people found a particular type of neural network that predicted the next word because that's what it does.