Amid AI disruption, it’s managing change that counts
A lot has changed since the early days of ‘digital transformation’, and marketers are increasingly snarled up in the finer detail of data and tech. Collaboration and partnership remain the way through it all.
By Ben Davis
Last month, I went to an ecommerce and martech trade show for the first time since 2013.
Back then, tales of replatforming and digital transformation were par for the course, as was the general gnashing of teeth about legacy tech. ‘Digital’ was itself still somewhat of a cool word. The Harlem Shake had just gone viral. Instagram had just got video. Shopify was working on an integrated payment system. Some young people could still afford to live in London.
Skipping forward to present day, I wasn’t sure what to expect from a martech show in 2024, but my first impression was that, for many SaaS companies, the choice to either ‘sell the benefits’ or ‘sell the features’ has rapidly become simply ‘sell the AI’.
