TMW #196 | Wednesday Martech Briefing

Oct 11, 2024

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Indirect marketing, the real-time data warehouse, the cost of speech

Here’s the week in Martech:

Indirect marketing: Apple and Google are making direct marketing less direct.
The real-time data warehouse: The power of personalization APIs.
The cost of speech: AI-powered voice experiences ain't cheap.
Everything else: California vetoes AI safety bill, DXPs are going warehouse-native, Martech and Adtech continue to converge, Martech red flags, and more.

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

📰 Latest Developments

Indirect marketing. Summarization is one of AI's key capabilities: It can take a bunch of information and cut it down to something more consumable, highlighting only the key need-to-know info. Busy consumers may like these features, but they pose a challenge for marketers, as AI-powered summaries increasingly abstract their message. There have been a couple recent examples of this. First off, Apple is set to release notification summaries later this month, which will summarize groups of notifications for iPhone users and highlight the most important notifications. Google is doing something similar by extending its Gmail summary cards to pull the key information about purchases, events, bills, and travel out of emails and into summary cards that appear in the above-the-fold area when a user opens an email, and at the top of the inbox in a "happening soon" section. These updates could have a massive impact on direct marketing. By acting as arbitrators for what messages will be prioritized and deciding how those messages will be abstracted to iPhone and Gmail users, Apple and Google are subverting the fundamentals of direct marketing: Right message, right person, right time. Platform risk is an ongoing challenge for marketers, and AI is only accelerating that risk; it's making direct marketing less direct. Gmail | Apple

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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.