TMW #201 | Wednesday Martech Briefing

Nov 13, 2024

A massive congratulations to all our TMW 100 nominees for 2024! It was a tightly contested competition this year, and we are proud of all the companies that were recognized for innovating in Martech.

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Welcome to The Martech Weekly, where every week I review some of the most interesting ideas, research, and latest news. I look to where the industry is going and what you should be paying attention to.

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AI’s point of diminishing returns, AI agents are searching for PMF, clean rooms with purpose

Here’s the week in Martech:

AI’s point of diminishing returns: LLM improvements are slowing down.
AI agents are searching for PMF: Product-market fit eludes Agentforce.
Clean rooms with purpose: Data collaboration needs to be driven by use cases.
Everything else: the first DMA fine, email signature marketing, internal data marketplaces, AI agents as UX personas, and more.

👇 Here’s everything you’ve missed in marketing and tech this week.

📰 Latest Developments

AI’s point of diminishing returns. The idea of artificial general intelligence (AGI) is built on a fundamental suspension of disbelief that as more compute and data are added into the underlying LLMs, AI will start to have reasoning capabilities similar to humans. Many prominent voices in the industry – particularly those that stand to benefit financially from the promise of AGI – posited an exponential growth rate of AI reasoning that would unlock untold value for people and businesses alike. According to a recent report by The Information, OpenAI is experiencing a slowdown in model capability that would suggest that LLMs are reaching a point of diminishing returns. This type of news is a great reminder for marketers: Don't wait for a technological shift that may never come. AI (as it exists today) already has the capability to drastically improve marketing efforts. The challenge is, as always, for marketers to get their data into shape and manage the change needed to implement AI. Up against that challenge, AGI is an unnecessary distraction. Link

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.