Dear Readers,

Get ready for a deep dive into the latest MarTech innovations! This week, we're exploring how AI is revolutionising consumer research at major companies, uncovering a massive new advertising opportunity on WhatsApp, and discussing the transformative shift in marketing leadership.

Let's see what we have today:

How ITC is Fine-Tuning its Consumer Research Practices Using AI

This article reveals how ITC is integrating Artificial Intelligence to revolutionise its consumer research. By leveraging AI, ITC is moving beyond traditional, time-consuming methods, streamlining processes, and enabling rapid analysis of vast amounts of qualitative and quantitative data. The company is using computational AI for agile solutions and fine-tuning generative AI models with specific consumer data.

Why you should care: For MarTech professionals, this story highlights the practical, real-world application of AI in market research. It demonstrates how AI can accelerate data processing, provide deeper consumer insights, and enhance the efficiency of product development and sales strategies.

Read the full article

WhatsApp Status Ads: The Next Frontier in Meta's Monetisation Playbook?

Meta is strategically introducing advertisements on WhatsApp Status, marking a significant step in its monetisation strategy. With nearly three billion monthly active users globally, WhatsApp offers an unexploited audience for advertisers, initially focusing on brand awareness. The article emphasises WhatsApp's immense scale, especially in India, and how the high daily engagement on Status has made monetisation inevitable. While initial pricing will be lower for top-funnel awareness, Meta's lon g-term vision includes full-funnel commerce within WhatsApp.

Why you should care: This is a game-changer for digital advertising and MarTech. WhatsApp Status ads open up a massive, yet previously untapped, audience for brands. For marketers, this means exploring new channels for engagement, especially in regions where WhatsApp is dominant.It also brings new challenges and opportunities for creative ad formats, conversational commerce strategies, and navigating privacy-first advertising environments.

Read here..

The CMO Is Dead. Long Live The Chief Model Officer

This thought-provoking piece discusses the evolving role of the Chief Marketing Officer (CMO) in the age of AI. It posits that the traditional CMO, focused on storytelling, is becoming outdated, making way for a new role: the "Chief Model Officer." This new leader will be responsible for designing and managing the AI systems that shape brand communication and consumer interaction. The article notes that while many marketers are using generative AI, confidence in integrating it into long-term st rategies is low, highlighting a crucial skills gap.

Why you should care: This article is vital for MarTech professionals because it redefines the future of marketing leadership and strategy. It underscores the critical need for marketers to move beyond simply using AI tools to understanding and shaping the underlying AI architectures. Developing AI literacy, recognising model limitations, and building feedback mechanisms into AI systems will be paramount for success.

Read on

In case you missed it

The rise of omnichannel programmatic: How can brands stay ahead

WhatsApp messaging to cost more for businesses in Meta’s new pricing mode

Current computers not designed for AI, says Sam Altman, reversing stance on AI hardware

That's all for this week's MarTech+ update! We'll be back next time with more insights. In the meantime, why not share your thoughts on social media?

Tag @ETBrandEquity on LinkedIn with your take, we’re listening.

About Us
Each week, we unpack the technology trends shaping marketing, without the jargon. Expect sharp insights, real-world brand moves, and smart signals to help you stay ahead. If you think technology is transforming marketing and want to understand its impact at the consumer level, this newsletter is built for you.

Stay tuned for the next edition of the MarTech+ newsletter, rolling out every Wednesday.
- Team ETBrandEquity

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