MarTech Podcast ™ // Marketing + Technology = Business Growth

AI expertise has evolved dramatically since ChatGPT's launch. Joyce Gordon, Head of AI at Amperity, shares how her role transformed from backend machine learning specialist to cross-functional product strategist shaping AI-first experiences. She discusses techniques for reimagining entire platforms with AI capabilities, designing interfaces for less technical users, and leveraging unified customer data to power personalized marketing experiences.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Customer data fragmentation creates personalization challenges. Joyce Gordon, Head of AI at Amperity, explains how identity resolution agents unify disparate customer data across online and offline touchpoints. The technology reconciles multiple identifiers to create cohesive customer profiles, enabling brands to deliver personalized experiences based on comprehensive customer history and preferences regardless of interaction channel.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Should C-suite or employees lead AI adoption? Joyce Gordon, Head of AI at Amperity, explains why both leadership and frontline staff must understand AI capabilities for organizational success. She discusses how executives should provide guidance on appropriate AI use while empowering individual contributors who best understand specific use cases. Gordon shares strategies for balancing top-down direction with bottom-up implementation to transform customer experience through unified data and AI personalization.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Who should integrate AI into your product? Joyce Gordon, Head of AI at Amperity, shares her expertise on AI-driven personalization and customer identity resolution. She explains why product and engineering teams should handle technical implementation while business teams should identify use cases, and outlines how unified customer data creates the foundation for effective AI personalization strategies that drive measurable revenue impact. Show NotesConnect With:Joyce Gordon: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Joyce Gordon, the Head of AI at Amperity, specializes in unifying customer data for personalized marketing experiences. She discusses how brands are shifting from broad to micro-segmentation using generative AI. The importance of identity resolution is emphasized for creating tailored experiences. Joyce also explains MCP servers as vital tools for data integration, enhancing communication for AI interactions. Additionally, she shares frameworks for implementing AI personalization while maintaining a balance between automation and human oversight, ensuring meaningful customer connections.

Integrating AI into your martech stack requires agility. Greg Kihlström, principal of The Agile Brand and advisor to companies like Adidas and Toyota, shares his expertise on agile marketing technology implementation. His playbook emphasizes assembling the right team, setting clear goals, working iteratively to achieve quick wins, and implementing regular retrospectives to continuously improve AI performance and processes. Show Notes Connect With:Greg Kihlström: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI adoption requires strategic evaluation of existing tools. Greg Kihlström, principal of The Agile Brand, shares expertise on implementing agile approaches to marketing technology operations. He recommends thoroughly understanding current martech capabilities before investing in new AI solutions, as many existing platforms are rapidly incorporating AI features that marketers may be underutilizing.  Show Notes Connect With:Greg Kihlström: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Most marketing teams are underutilizing their martech stacks today. Greg Kihlström, principal of The Agile Brand, shares how applying agile principles can maximize the value of existing marketing technology investments. He advocates for fully leveraging platform capabilities rather than using minimal features across multiple tools, which reduces integration costs and improves data accessibility. Kihlström emphasizes the importance of continuous improvement and regularly questioning current processes to right-size technology stacks for optimal performance. Show Notes Connect With:Greg Kihlström: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Agile processes often deliver better ROI than new martech tools. Greg Kihlström, principal of The Agile Brand and advisor to companies like Adidas and Toyota, shares his expertise on implementing agile approaches to marketing technology. He emphasizes establishing good measurement frameworks before adding new tools, creating agreement on success metrics, and developing cyclical workflows that prioritize process improvements over constant technology acquisition.  Show Notes Connect With:Greg Kihlström: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Most marketers use less than half their MarTech stack's capabilities. Greg Kihlström, principal of The Agile Brand, shares how to apply Agile methodologies to maximize technology investments. His approach includes working in two-week sprints to test hypotheses, creating cross-functional squads that break down departmental silos, and measuring success through time-to-value metrics rather than just planning documents.  Show Notes Connect With:Greg Kihlström: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.