Decades ago, the alcohol industry launched its ubiquitous “Drink responsibly” marketing campaign. In 2024, it’s time to “AI responsibly” in marketing technology (martech). There are parallels between drinking and using generative AI (genAI): People often start because others are trying it; it might make things look more appealing; and you could embarrass yourself if you’ve had too much.
Now is the perfect time to be methodical with genAI. Despite the hype, genAI in martech is stil...
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