Study Takeaway: Change Management First

Most marketing teams believe AI will revolutionize their work, yet few experience true transformation. Shai Frank from Optimove discusses new research revealing why organizational readiness—not technology—creates the widest gap between expectation and reality. The conversation explores how change management, experimentation mindsets, and vendor partnerships can help marketers move from incremental improvements to transformative results.

Freedom Comes Automated

Key takeaways:

• 80% of companies expect AI transformation; only 18% achieve transformative results in marketing
• Change management matters more than technology capability for successful AI adoption
• Experimentation and rapid iteration beat planning perfection
• New metrics and performance indicators are needed to measure AI optimization benefits 
• Vendor education and partnership bridge talent gaps without the need to hire data scientists
• "The real gap is change management. Most teams are still running on old rhythms that make transformation feel hard or impossible." - Shai Frank [00:07:35]
• "Instead of trying to perfect the post-purchase journey for eight months, let's try a few options, see what works, and course correct as a result of that." - Shai Frank [00:17:39]
• "The challenge now is making sure that every customer is served with the right content variation that makes sense for them." - Shai Frank [00:38:01]
• "In this case, it was like an 80% optimization benefit, which means 80% of your incremental sales from this campaign are because you did it with AI." - Shai Frank [00:46:24]

In-Show Mentions:

• Optimove + Forrester Report
• Learn more about Optimove’s Positionless Marketing platform
• Decoded Season 4: Positionless Marketing

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