Decoding AI for Marketing Have You Automated Enough?
Aug 26, 2025
Wade Foster, CEO and co-founder of Zapier, shares insights on practical AI workflows for marketers. He emphasizes that the future of marketing lies in integrating automation into existing systems rather than pursuing flashy AI agents. Wade discusses how organizations can accelerate lead management and achieve tailored engagement through advanced automation. He also highlights innovative applications, such as using AI to improve customer feedback loops, and the importance of customization in standard marketing practices to resonate with audiences.
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Context-Driven AI In Workflows
- Insert AI into workflows where you need intelligence and keep deterministic steps elsewhere.
- Rich context dramatically improves generative outputs versus vanilla prompts.
Assemble Context Before Calling AI
- Collect and assemble context from multiple systems before calling an AI model.
- Enrich leads, check CRM and support history, then prompt the model with the compiled context.
Mix Deterministic Steps With Targeted AI
- Use deterministic workflows for most steps and reserve AI for tasks needing unstructured or generative work.
- This mixed approach raises reliability and reduces cost compared to full agent solutions.