1. With AI-generated content becoming more sophisticated, how can brands maintain authenticity and trust?

Great question! As AI-generated content becomes more advanced, I truly believe that brands must intentionally maintain authenticity and trust. This involves defining and sustaining a strong brand voice, prioritizing transparency, exercising editorial control, and ensuring human oversight. Additionally, it's crucial to use AI ethically, focusing on enhancement rather than replacement.

2. How do LLMs perceive brand identities, and what implications does this have for marketers?  

Large Language Models (LLMs) do not "perceive" brand identities in the same way humans do; rather, they analyze and generate content based on patterns found in vast amounts of data. LLMs "recognize" brand identities through pattern recognition, reinforcement from prompts, and the potential for bias and misinterpretation.

As a result, it is crucial to focus on reinforcing a clear and consistent brand voice, optimizing AI-powered brand messaging, and monitoring and adapting AI outputs. Over-reliance on AI can lead to generic and impersonal messaging. The best approach is to combine the efficiency of AI with human creativity to ensure that brand interactions remain personal and engaging.

3. How can advertisers leverage LLMs to enhance media planning and audience engagement?

We can harness the power of Large Language Models (LLMs) for effective audience segmentation and insightful analysis, as well as for predictive performance evaluation. This enables us to meticulously optimize our budgets by accurately forecasting which channels will deliver the highest return on investment (ROI). Personally, I find LLMs to be invaluable when it comes to dynamic media buying optimization, social listening that captures public sentiment, and crafting hyper-personalized ad copy and content that truly resonates with our audience. They also facilitate the seamless repurposing of content across diverse platforms, maximizing our outreach.

In my perspective, LLMs are significantly transforming the advertising landscape by infusing intelligence into media planning, enhancing the engagement of campaigns, and making interactions remarkably personalized. The secret to achieving exceptional results lies in the synergy of AI-driven insights and human creativity, coupled with strategic oversight, to create compelling, data-informed campaigns that captivate and connect with consumers on a deeper level.

4. What ethical considerations should companies keep in mind when deploying AI in advertising?

When deploying artificial intelligence (AI) in advertising, companies must carefully navigate a range of ethical considerations to maintain consumer trust, ensure regulatory compliance, and promote fairness in their marketing practices. It is essential that AI-generated content remains truthful and transparent; thus, I believe it should never exaggerate claims, disseminate misinformation, or manipulate consumers into making unnecessary purchases.

Ethical advertisers must rigorously fact-check all AI-generated content before it is published to prevent the spread of false narratives. Furthermore, organizations must comply with stringent privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) when collecting and processing consumer data. To uphold consumer rights, companies should provide clear and accessible opt-out options, enabling users to easily manage their preferences regarding data collection.

In addition to minimizing data collection to only what is necessary, it is imperative that advertisers obtain explicit user consent when gathering personal information. One effective practice I adopt is training AI systems on diverse datasets. This approach not only helps to mitigate biases in content, messaging, and targeting but also fosters inclusivity and fairness in advertising campaigns, ultimately leading to better engagement with a wider audience. By prioritizing these ethical considerations, companies can build stronger relationships with consumers and contribute positively to the advertising landscape.

5. What leadership strategies have helped you manage a global team of strategists, researchers, and engineers?

Leading a diverse global team of strategists, researchers, and engineers demands not only clear communication but also a deep cultural intelligence and strategic cohesion. I begin this process by creating a Unified Mission, a compelling narrative that empowers every team member to grasp the company's vision and recognize the vital role they play in advancing it. By clearly articulating our strategic goals, I illustrate how the distinct functions—strategy, research, and engineering—interconnect and collaborate to drive our shared objectives.

Establishing transparent expectations is crucial in this framework. I leverage the power of OKRs (Objectives & Key Results) or KPIs to align our teams around measurable goals, constructing structured roadmaps that illuminate project milestones and clarify individual contributions. This clarity not only enhances productivity but also fosters a sense of ownership among team members.

My leadership philosophy places a premium on trust and autonomy over micromanagement. I have complete faith in the subject-matter experts on my team, allowing them the freedom to take ownership of their domains while maintaining a focus on our overarching vision. My aim is to cultivate a vibrant results-oriented culture that celebrates outcomes, particularly in our remote-first or hybrid work settings, where flexibility is key.

In addition, I emphasize the importance of accountability through regular check-ins and progress tracking, which serve as supportive measures rather than invasive oversight. This approach not only nurtures individual growth and engagement but also strengthens our collective capability to achieve remarkable results.

6. Lastly, we have to ask—how did being a muffin man mascot prepare you for a career in tech?

Haha, what a fun question! While I may not have been a muffin man mascot, let’s dive into that idea—because there are some great lessons here! Being a mascot (or, in my case, building a career in marketing and business development) really teaches you how to grab attention in a busy world. In tech, just like in a mascot suit, it’s all about cutting through the noise, telling an engaging story, and keeping people interested.

The tech industry is a lot like a giant muffin strolling into a boardroom—full of surprises and innovation! Success often means being bold, taking risks, and not being afraid to stand out from the crowd.

I’m all about staying resilient under pressure and keeping a sense of humor. Whether you’re rocking a mascot outfit or leading a global marketing strategy, things might not always go smoothly. That’s where adaptability, creativity, and a good laugh come in handy—they really help keep spirits high and make navigating challenges a bit easier!

At the end of the day, whether you’re in a muffin suit or a leadership role, it’s all about connecting with people, thinking outside the box, and adding a little extra energy to whatever you do.

7. Your career journey has been diverse and impactful. What experiences have shaped your leadership style, and how do you plan to bring that perspective to your role at Goodwill Dallas?

My leadership style has been shaped by a combination of entrepreneurial drive, cross-industry experience, and a deep commitment to collaboration and mentorship. Starting my career at Pfizer instilled in me the importance of strategic execution and results-driven decision-making. As I expanded into various industries, working with companies of all sizes, I developed a keen ability to adapt, innovate, and lead teams through periods of growth and transformation.

At Goodwill Dallas, I plan to bring this perspective by fostering a culture of empowerment, strategic thinking, and continuous improvement. I believe in leading with purpose—aligning business goals with mission-driven impact. My approach emphasizes collaboration, ensuring that every team member feels valued and motivated to contribute to the organization’s success.

By leveraging my experience in business development and marketing, I aim to enhance operational efficiencies, strengthen community engagement, and drive sustainable growth to further Goodwill’s mission. 

8. Goodwill Dallas has a strong mission of empowering communities through employment. How do you plan to enhance and communicate this mission through marketing strategies?

To enhance and communicate Goodwill Dallas’ mission effectively, I plan to implement a multi-faceted marketing strategy that strengthens brand awareness, engages the community, and amplifies the impact of our programs. 

To effectively enhance and communicate the mission of Goodwill Dallas, I intend to implement a comprehensive marketing strategy designed to strengthen brand awareness, engage the community, and amplify the impact of our programs.

This strategy will involve presenting genuine success stories from individuals whose lives have been positively transformed by Goodwill Dallas. By disseminating these compelling narratives through video testimonials, blog posts, and social media campaigns, we can establish an emotional connection with our audience, thereby reinforcing the organization's mission.

Furthermore, I will pursue the establishment of strategic partnerships with local businesses, influencers, and media outlets to expand our outreach. Organizing community events, job fairs, and workforce development workshops will not only increase our visibility but also directly demonstrate our impact on the community.

By leveraging data analytics, I will optimize targeted digital campaigns aimed at reaching job seekers, donors, and potential corporate partners. Our approach will incorporate both paid and organic social media, email marketing, and SEO-driven content to maximize engagement and attract new supporters.

In light of Goodwill Dallas's reliance on retail and donations, I will refine our messaging to effectively illustrate the connection between shopping, donating, and job creation. Through the use of in-store signage, digital advertisements, and loyalty programs, we aim to enhance donor retention and encourage greater participation among shoppers.

Moreover, empowering employees, volunteers, and beneficiaries to act as brand advocates will create a positive ripple effect. When our internal stakeholders are equipped with a clear and inspiring message, they will be more inclined to promote Goodwill's mission within their respective networks.

By aligning these strategic initiatives with Goodwill Dallas's core values, I aspire to amplify our impact, strengthen community relationships, and drive sustainable organizational growth. 

9. How can nonprofit organizations like Goodwill Dallas differentiate themselves in a crowded space while staying true to their mission?

Nonprofit organizations like Goodwill Dallas can stand out by emphasizing their unique value, building strong community connections, and adopting innovative strategies. Here’s how:

Storytelling is crucial; sharing real-life success stories about how Goodwill Dallas empowers individuals through job training helps create emotional connections with donors and volunteers. Using video testimonials and social media can enhance this impact.

Consistent messaging and visuals are vital for Goodwill Dallas's recognizable brand. A strong, mission-driven narrative should underpin all marketing materials, reinforcing how each contribution supports community empowerment.

Utilizing digital tools and data-driven marketing can expand outreach. Personalized donor engagement, data analytics, and improved e-commerce can increase visibility and impact.

Partnering with local businesses and influencers can attract new supporters and create funding opportunities while promoting workforce development.

By regularly sharing impact reports and demonstrating financial transparency, Goodwill Dallas can build trust and credibility, making it the preferred choice for those who want to make a difference.

By remaining mission-focused and embracing strategic marketing, Goodwill Dallas can differentiate itself, inspire action, and strengthen its community impact. 

10. Storytelling plays a crucial role in nonprofit marketing. How do you plan to leverage storytelling to drive awareness and engagement for Goodwill Dallas?

Storytelling is one of the most powerful tools in nonprofit marketing, and for Goodwill Dallas, it’s essential to connecting with the community, driving awareness, and increasing engagement. Here’s how I plan to leverage storytelling effectively: 

Storytelling offers substantial potential in nonprofit marketing, and at Goodwill Dallas, it serves as an essential bridge to our community, enhancing awareness and fostering engagement.

Central to our mission are the individuals transformed by our job training and employment programs. By sharing their narratives through high-quality video testimonials, engaging social media content, and informative blog posts, we can create authentic accounts that demonstrate the impact of our work and inspire involvement among donors, volunteers, and partners. 

It is crucial to illustrate to donors and shoppers how their support leads to job creation and community empowerment through campaigns like “Your Donation at Work” and “Where Your Purchase Goes.”

Our dedicated employees and volunteers are vital to Goodwill Dallas. By showcasing their commitment, we can create a relatable narrative that resonates in the community. 

Additionally, we will engage audiences through live Q&A sessions with program graduates and virtual “Day in the Life” events. 

Encouraging supporters, shoppers, and program graduates to share their Goodwill experiences will help create a vibrant, community-driven narrative. 

Through a multi-platform storytelling approach, I aim to strengthen Goodwill Dallas’ connection with our community, inspire enthusiasm, and amplify our mission's impact. Together, we can uplift and empower lives. 

11. Digital marketing is transforming the way nonprofits connect with their audiences. What role do you see digital innovation playing in the future of Goodwill Dallas’ marketing efforts?

Digital innovation is a game-changer for nonprofit marketing, and for Goodwill Dallas, it presents an opportunity to expand our reach, deepen engagement, and drive greater impact.

Using analytics and AI insights, we can personalize messages for job seekers, donors, shoppers, and corporate partners, improving engagement and conversion rates. Social media platforms like TikTok, Instagram Reels, and LinkedIn enable us to connect with new demographics through compelling video content and success stories, further amplified by partnerships with local influencers.

Investing strategically in Google Ads (including Google Ad Grants), Facebook and Instagram Ads, will help us target specific communities effectively. We can use geotargeting and retargeting strategies to enhance visibility for fundraising and employment programs.

A mobile-optimized website with strong SEO will ensure easy access to our services. Regular content updates, such as blog posts and video testimonials, will boost engagement and search rankings.

Automated email marketing and AI-powered donor recognition can enhance communication with our supporters. Additionally, integrating virtual job fairs and AR-driven donation experiences will create deeper emotional connections with our audience.

By embracing these digital innovations, Goodwill Dallas can strengthen its impact and engage a broader audience in a digital-first world.

12. With the rise of AI and automation, how do you think nonprofits can balance personalization with efficiency in their outreach efforts?

AI and automation offer nonprofits like Goodwill Dallas an incredible opportunity to enhance efficiency while maintaining a personal touch in outreach efforts. The key to balancing both lies in strategic implementation—leveraging technology to streamline operations while keeping communication authentic, mission-driven, and human-centered. AI and automation offer nonprofits like Goodwill Dallas an excellent opportunity to enhance efficiency while maintaining a personal touch in outreach efforts. Achieving this balance involves strategic implementation that leverages technology while ensuring authentic, mission-driven communication. Here are some key strategies:

·        AI-Driven Personalization

·        Automation for Efficiency

·        Refined Content Creation

·        Building Relationships

Ethical Use of AI

1. Transparency

2. Inclusivity

By integrating AI and automation thoughtfully, Goodwill Dallas can boost efficiency, enhance personalization, and strengthen community connections, ensuring technology supports meaningful engagement. 

13. Social media has become a powerful tool for nonprofits. What strategies do you believe work best for engaging supporters and driving impact online?

Social media is a powerful asset for nonprofit organizations, enabling them to engage supporters, amplify their impact, and cultivate a vibrant online community. For Goodwill Dallas, a strategic and mission-driven approach is essential for maximizing engagement and driving meaningful action. By implementing these strategies, Goodwill Dallas will build a dynamic online community, enhance brand visibility, and drive substantial actions, all while steadfastly pursuing our mission to empower individuals through employment. 

14. Looking ahead, what trends in nonprofit marketing excite you the most, and how do you see Goodwill Dallas adapting to them?

The nonprofit marketing landscape is evolving rapidly, and several exciting trends can help Goodwill Dallas expand its impact, engage supporters, and drive mission-driven growth. Here are the key trends I see shaping the future and how Goodwill Dallas can adapt:

a.    Purpose-Driven Brand Storytelling

b.    AI & Automation for Smarter Engagement

c.    Social Commerce & E-Commerce Growth

d.    Video-First Content Marketing

e.    Hyper-Local Community Engagement

f.      Gamification & Interactive Giving

g.    Corporate Social Responsibility (CSR) Partnerships

The future of nonprofit marketing is characterized by its dynamic and ever-evolving landscape, marked by a growing reliance on digital platforms such as social media, email marketing, and online fundraising tools. Additionally, there is an increasing emphasis on fostering genuine community engagement through interactive campaigns and partnerships with local organizations. By strategically adopting these emerging trends, Goodwill Dallas can significantly enhance its brand visibility and broaden its outreach to diverse populations—including potential volunteers, donors, and individuals seeking various services such as job training or assistance with basic needs.

Implementing targeted digital marketing strategies, such as personalized email campaigns and engaging social media content that highlights success stories from community members, can strengthen connections and encourage more participation. This approach will not only increase awareness of Goodwill Dallas’s mission but also cultivate deeper and more meaningful relationships within the community, ultimately leading to greater support and impact.

Creating meaningful connections and delivering impactful experiences are essential to any organization’s success. MCI USA’s event registration and housing management platform OneSystem Plus and its AI-driven technology, Jade, are helping event managers and marketers achieve these goals by streamlining processes and empowering planners to design moments that matter. From optimizing event logistics and automating administrative tasks to providing AI-powered customer support and real-time marketing insights, OneSystem Plus and Jade allow organizations to foster authentic engagement, amplify their impact and ensure every event delivers measurable results. In this Q&A, Jeff Moore, MCI USA vice president of technology and innovation, shares how Jade elevates event management and enhances marketing strategies to enrich experiences.

1.  What specific event management challenges does Jade help solve for both large and small organizations?

One of the biggest hurdles organizers face is streamlining registration while maintaining flexibility. With MCI USA’s platform OneSystem Plus, Jade provides a seamless, fully customizable registration experience that can be set up in days — no programmers required. Whether an event is small or large, organizers can control their registration process, create personalized attendee portals, and even replicate setups from year to year, which saves time and ensures consistency.

Beyond registration, Jade enhances event setup and quality assurance by automating key processes to improve efficiency and accuracy. For event setup, the requirements document from the client is given to Jade to standardize the format and interpret the business rules into a functioning website. Quality assurance is then implemented. Jade applies the business rules to the generated test cases and executes them against the site to ensure it has been configured correctly.

Housing is another major challenge, especially for events with thousands of attendees needing accommodations. Through AI-powered 24/7 customer support, attendees can modify or cancel reservations without waiting for human agents. The customer support center also operates in multiple languages as well. For complex inquiries, Jade seamlessly escalates cases to live agents, ensuring a smooth and efficient customer service experience.

For exhibitors, finding and engaging the right audience is critical, and Jade plays a key role here too. AI-driven lead scoring and qualification tools help exhibitors instantly identify and prioritize high-value prospects. Plus, MCI’s event intelligence tools allow organizers to analyze attendee behavior, refine marketing campaigns and, ultimately, increase ROI. The system even enables customized exhibitor portals where exhibitors can access real-time data, manage their presence and optimize networking opportunities.

2. How does OneSystem Plus ensure the accuracy and reliability of AI-driven insights for event planners?

OneSystem Plus ensures the accuracy and reliability of AI-driven insights by leveraging real-time data processing, advanced behavioral learning and continuous updates. The platform integrates directly with registration, housing and exhibitor management systems, allowing it to pull live, verified data rather than relying on static reports. AI-driven analytics give event planners instant access to attendee demographics, registration trends and engagement patterns, making it easier to make data-backed decisions. Additionally, OneSystem Plus uses predictive modeling to analyze past and present data, identifying trends and potential growth opportunities. The system also allows for customizable reporting. With built-in data validation measures and seamless integration with third-party platforms, OneSystem Plus delivers precise, actionable intelligence that helps event planners optimize their strategies.

3. How can organizations customize Jade’s AI capabilities to align with their unique event requirements?

Event planners can tailor registration workflows, housing rules, lead scoring models and reporting dashboards to match their specific needs. Jade’s AI-driven features, such as automated customer support, marketing recommendations and attendee insights, can be adjusted based on business rules, attendee demographics and event goals.

4. How does Jade enhance real-time messaging and communication efficiency during events?

Jade leverages AI-powered chat, email automation and instant attendee support. Through OneSystem Plus, event organizers can send personalized notifications, schedule updates, and emergency alerts directly to attendees via SMS, email or push notifications. Jade’s AI-driven chatbots provide 24/7 multilingual support (as mentioned above). For exhibitors, Jade can facilitate automated lead follow-ups and engagement messages. Organizers can also track engagement metrics in real time, adjusting messages based on attendee behavior and feedback.

5. In what ways does Jade contribute to reducing manual workloads and improving operational efficiency? 

Jade automates key event management tasks such as registration processing, housing management, customer support, lead qualification and real-time reporting. Through AI-driven automation, Jade eliminates the need for manual data entry by allowing attendees and exhibitors to self-manage registrations, modify reservations, and retrieve confirmations instantly. The 24/7 AI-powered chat and email support handle routine inquiries, reducing the burden on customer service teams and allowing them to focus on more complex issues. Jade’s predictive analytics help organizers make informed decisions without manually sorting through large datasets. By streamlining operations and integrating existing event management systems, Jade ensures that event planners can work more efficiently, reduce errors, and focus on delivering a seamless event experience rather than handling administrative tasks.

1.       What are the key factors to consider when launching a platform in a new regional market?

I believe that compliance and legal considerations should be the first priority when entering a new market. Each region has its own advertising regulations, such as GDPR in Europe and LGPD in Brazil, LFPDPPP en México, so it is essential to ensure that our data protection policies align with local laws.

Also, it is very important to do market research before starting the project. From our market research, we know that LATAM presents a strong growth opportunity. While there are major competitors in the region, our Kit Platform stands out by combining digital marketing strategies with AI, offering a unique competitive advantage to our clients. Additionally, our 24/7 dedicated support ensures a seamless experience for partners and advertisers. 

2.       How can companies ensure their platform aligns with the cultural, regulatory, and consumer behavior differences of a new market?

First, localizing content and communication is essential. Using the local language for support, marketing, and platform interactions significantly increases engagement and trust. Additionally, adapting messaging to align with local values, traditions, and preferences enhances user connection.

While we integrate AI-driven solutions, we also have a dedicated local team to provide the best possible experience for our clients. Optimizing UX/UI to match local browsing habits—such as adopting a mobile-first approach—is crucial for usability.

Understanding consumer behavior is another key factor. Adapting the platform to how users search for information, their payment preferences, and their overall digital habits ensures a seamless experience.

Finally, building strong local partnerships with agencies, media partners, and businesses plays a vital role in market expansion, helping us establish a solid presence and drive growth. 

3.       How important is local technological infrastructure in determining the success of a platform in a new region?

It is very important. We cannot launch a platform without a local tech infrastructure or not understanding the local consumer behavior and local preferences.

A strong local technological infrastructure is crucial for the successful launch and operation of a platform in any new market. Without it, even the most advanced platform may face performance issues, low adoption rates, and security risks.

Before launching, it’s essential to deeply understand the region’s habits and regulatory requirements. A platform must be optimized for local consumer behavior and preferences, ensuring seamless usability, fast transactions, and compliance with data protection laws.

Additionally, adapting to local browsing habits, device preferences, and security challenges helps create a frictionless user experience, increasing engagement and long-term retention. Without this localized approach, a platform risks failing to gain traction in the market.

4.       What role do local partnerships play in accelerating market penetration and adoption?

Building strong relationships with local partners is essential for successfully growing in a new market. They have in-depth knowledge of the local landscape, consumer behavior, and industry dynamics, giving us a strategic advantage.

By combining our advanced technology with their market expertise, we can accelerate growth and achieve our goals more effectively. However, it’s equally important to collaborate with reliable and trustworthy partners to ensure high-quality service and long-term success for our clients

5.       How should companies adapt their pricing and revenue strategies to fit the economic landscape of a new region?

We collaborate closely with our partners to offer better pricing and exclusive discounts, such as providing larger discounts for pre-payments. Additionally, we create tailored packages that not only help our clients craft an effective marketing strategy but also ensure they receive competitive pricing and a seamless overall experience. This approach allows us to deliver maximum value while meeting both budget and strategic goals.

6.       How can companies ensure their platform remains scalable and sustainable in a new market over time?

Innovation and creativity are crucial in this rapidly evolving market. As we work in digital marketing, the landscape is constantly changing, which presents a challenge in staying current. However, it’s essential to remain updated if we want to deliver a high-quality product. Today, we have several tools to keep us at the forefront, and AI plays a pivotal role in helping us stay ahead. By leveraging AI, we can continuously update our strategies, ensuring they remain scalable and sustainable in the long term.

1.      How can businesses strike a balance between adopting innovative tools and avoiding the risk of “enshittification” – where tools lose value over time? 

“Many businesses fall into the trap of seeing their tech stack as something they build and then leave alone. This simply doesn’t work in the modern business environment. Commercial needs change, customer expectations are in a state of constant flux and the rapid evolution of technology means new tools and platforms are launching all the time. Consequently, businesses that don’t have in place a process or review and renewal of their tech can find that the platforms they use degrade over time to the point that they hinder the effectiveness and efficiency of their company.

“Some monolithic solutions, which may have been cutting edge five or ten years ago, are now being used in ways they were never intended. On paper they may seem to do everything a business needs, but in practice, because the platforms have had to evolve far beyond its original design, the user experience and functionality has suffered.

“Embracing composable solutions can be the best approach. Businesses can choose the services they need from a range of different suppliers and build a tech stack tailored exactly to their needs. When these needs change, they can easily swap in tools they now need.”

2.      How can businesses identify and prioritize platforms that enhance workflows and improve usability over those driven by vendor hype? 

“Nothing beats talking to people who have practical experience of using a platform. Listen to your team, particularly your developers, what have they used? What have their colleagues and friends used? Most businesses will have a range of client case studies on their websites. There’s nothing wrong with reaching out to individuals at these companies to see what they really think. Although don’t just ask the CTO or senior managers - real insights into how a platform performs will be found in the team members who use it on a day-to-day basis.” 

3.      What strategies can organizations use to avoid becoming too dependent on monolithic systems that might degrade in functionality over time? 

“It’s really important to avoid being locked into a long, inflexible contract with a monolithic provider. Many of these companies trade on their name - the safety, long term stability and fixed resourcing can all be very attractive but it comes at a cost - freedom of choice.

“If you feel you have no alternative but to choose a monolithic provider, ensure that there are break clauses. It may cost you more upfront but this may pale in comparison to, in a few years, being saddled with a solution that inhibits or damages your business’ operations.

“Ideally, go down the composable route and choose a host of suppliers that offer more flexible terms.”

4.      In what ways can businesses ensure that their martech solutions remain scalable and future-proof, even as technologies and market needs evolve?

Scalability and future-proofing require flexibility at the core of any martech strategy. Businesses should focus on adopting modular solutions that allow them to evolve with market changes rather than being locked into rigid systems. The key is to select technology that integrates seamlessly with emerging tools, ensuring adaptability as new innovations enter the space.

A composable approach is particularly effective in this regard. When companies can build a stack that meets their exact needs - rather than conforming to an all-in-one solution that may not keep up - they gain the agility to scale efficiently. Storyblok, for example, follows this principle by providing a headless CMS that integrates effortlessly with various technologies, allowing businesses to future-proof their content operations without unnecessary technical debt. Regularly assessing the martech stack and ensuring that each tool continues to add value is also critical. When businesses take a proactive approach to evaluating their technology, they can ensure it grows with them rather than becoming an obstacle to progress.

5.      Why is it important for companies to champion integrations, and how can they ensure their tools work seamlessly with a variety of systems and platforms? 

Integrations are fundamental to building an efficient and scalable martech stack. A company’s ability to connect different tools determines how well data flows across teams, how seamless workflows become, and ultimately, how effectively they engage with customers. Without strong integrations, businesses risk creating silos that slow down processes and limit their ability to respond to changing demands.

Choosing technology that is API-first and built with interoperability in mind is key. Solutions that embrace an open approach enable businesses to connect with the platforms they already use rather than forcing them into a single ecosystem. Storyblok takes this approach by allowing brands to integrate their content seamlessly across various digital channels, ensuring they maintain flexibility as their tech stack evolves. When companies prioritize solutions designed for connectivity, they set themselves up for long-term success, avoiding the inefficiencies that come with disjointed systems.

6.      How can marketers collaborate with tech vendors to ensure their tools remain effective, user-friendly, and responsive to changing needs?

Strong collaboration between marketers and tech vendors is essential to ensure that tools continue to meet real-world needs. The most effective platforms are shaped by ongoing feedback from the people who use them daily. Marketers who actively engage with their technology partners—by sharing insights, participating in early product discussions, and advocating for usability improvements—play a role in shaping solutions that align with evolving business goals.

Technology should enhance efficiency rather than introduce complexity. Vendors that prioritize user experience and flexibility, like Storyblok, understand the importance of building solutions that adapt to how businesses work, rather than forcing them into rigid processes. When marketers establish a two-way dialogue with their tech providers, they not only improve their own workflows but also contribute to the development of tools that drive better outcomes across the industry.

1. In what ways can natural language processing capabilities in audience segmentation tools improve the efficiency of market research?

Natural language processing allows users to analyze and segment large datasets based on user intent in short periods of time, reducing the need for manually filtering audience attributes. NLP tools can generate complex audience expressions, saving marketers time while also improving precision and efficiency. This way, users can uncover consumer insights faster, leading to high-quality data-driven marketing strategies.

2. What are the implications of rapid audience segmentation on real-time marketing campaigns and customer outreach efforts?

By utilizing audience segmentation within seconds, marketing efforts become more agile with real-time data. Marketers are given the opportunity to react to rapidly changing consumer behaviors to launch more targeted campaigns and better align their messaging. The speed of the segmentation efforts allows brands to engage with the right audiences at the right time to encourage customer engagement.

3. How can organizations ensure the ethical use of AI-powered audience segmentation tools in their marketing practices?

Organizations need to prioritize data minimization, which uses only necessary data, pseudonymized and cached where possible, following compliance regulations, and maintaining some form of human oversight. When using AI-powered tools for marketing, transparency and consumer consent remains a key factor in data sourcing along with proper licensing to build trust. AI guardrails have been installed in the U.S. to prevent the misuse of personal data. Each state’s data privacy law is considering AI now as more organizations adopt these tools, so marketers need to leverage AI responsibly to avoid going down a slippery slope.

4. What training and skill development are necessary to effectively utilize AI-driven audience segmentation tools?

Building audiences can be extremely time-consuming and usually requires an understanding of Boolean terms and how to find exactly what you’re looking for using them. Ideally, AI-driven audience segmentation tools should be intuitive and simple to learn for marketers of all different skill levels. We made sure that Resonate’s rAI-powered Audience Builder gives users simple natural language prompts so that anyone can quickly and seamlessly create custom audience personas. Users can simply type in plain English what audience they want to create and rAI-powered Audience Builder will select the most appropriate attributes and build the Boolean logic-based audience expression for them with a single click.

5. What are the potential challenges and solutions in integrating AI-powered audience builders into existing data analytics frameworks?

General concerns about integrating AI-powered audience builders with existing data analytics frameworks include data compatibility, scalability and integration complexity – but all have simple solutions. For example, integration complexity can be reduced by using middleware or APIs to help facilitate communication between two different systems.

AI tools, including AI-powered audience builders, are only as strong as the data they are given. Resonate has been perfecting its AI-powered models for more than a decade to be able to predict and deliver the most comprehensive, updated understanding of consumer behavior. That’s why implementing practices like data minimization, hashing and pseudonymizing data are so important to start with. They lower levels of data bias and give marketers confidence in the ethical nature of the data they receive.

6. How can AI-powered audience segmentation tools be customized to meet the unique needs of different sectors?

The beauty of tools like rAI-powered Audience Builder is that it allows users to build complex, tailored audiences quickly and efficiently. Building complex audiences used to take hours, but rAI-powered Audience Builder creates them in seconds. This type of tool allows marketers across industries to dive deeper into strategy and the audiences they want to reach, creating potential to reach untapped or nuanced audiences and markets. It can also help find aspirational audiences to use in developing messaging strategy by using broad audience descriptors such as, “build an audience of people who like a lot of excitement in their lives.”

SurveyMonkey, the world’s most popular platform for surveys and forms, recently announced a series of updates to its market research solutions designed to help organizations of all sizes conduct more advanced research faster. We connected with Scott Monroe, SurveyMonkey’s Director of Product Marketing, to discuss how these newest advancements will help end-users make more informed, data-driven decisions:

1. How can organizations leverage expanded global survey panels to gain deeper insights into diverse consumer behaviors and preferences?

If organizations want to make smarter, more data-driven decisions, leveraging global survey panels is a great way to start. Getting feedback from the right people at the right time can help uncover market trends and nuances in customer buying habits or preferences. Additionally, broader audiences provide broader insights, which can help with building the right product, validating a new marketing strategy, or improving customer experiences online and in person.

2. How does access to a more extensive and diverse respondent pool impact the reliability and validity of market research findings?

When feedback is needed on an idea or concept, a larger, more diverse panel provides more trustworthy insights. A bigger audience means you’re hearing from a true mix of people, not just a small, skewed group. Plus, it helps reduce bias, so your results aren’t accidentally leaning too much in one direction. The bigger and more varied your sample, the clearer and more reliable your insights will be.

3. What strategies can businesses use to integrate enhanced market research capabilities into their decision-making processes?  

Sometimes feedback from a small sample, or even a hunch, can drive big, strategic decisions that impact business. Hunches are good, but bolstering them with data is better. Organizations can use market research to validate those new ideas and determine whether they are viable or not. Even if a company is already very data-driven, market research adds another level of insight that can inform building new products, creating new services, or better serving customers. 

4. What are the potential challenges and solutions in adopting new market research technologies within various organizational structures?

Anytime new technology is introduced to a company, some people may be slow to adopt–or even to use it at all. There may also be a preconception that it’s going to be slow and expensive. But it doesn’t have to be that way, because today’s market research is simpler to conduct and faster to insights. A solution to these potential challenges is to choose a market research provider that is easy to set up, intuitive to use, and able to provide powerful insights affordably. Ensure they have proven expertise and experience, as well as proof points to back it up.

5. What role does real-time data collection and analysis play in shaping marketing and product development strategies? 

Most marketing and product teams want feedback from target markets quickly, so timing is crucial. Marketing teams may be looking to launch a new campaign, and they want to validate a couple of different creative concepts to see what resonates. Having the ability to get close to real-time feedback like this helps them decide quickly on creative direction and get their campaign in the market faster.

6. How can businesses measure the return on investment (ROI) when implementing advanced market research solutions?

There are several metrics that can help determine the ROI of market research initiatives. Let’s say an organization conducted market research on a concept for a new product to add to its portfolio. And, in this case, the research validated the idea and indicated that consumers were willing to buy it. After the product is launched, there are some questions to answer that will provide insight into the ROI: How much new revenue was created from sales? Did the business improve market share? What was the customer satisfaction score for the new product? To truly measure the ROI of market research, organizations can also track results such as cost savings and revenue growth, as well as benefits like time-to-insights. 

1. How can brands use conversion and engagement data to tailor their messaging for specific customer segments?

There are so many ways. Let’s tackle two examples at different stages of the customer journey. First, let’s address purchasers. Brands can use conversion data to send personalized post-purchase messages to recent customers designed to enhance the purchase experience. These messages might include a “thank you” email, one providing how-to or product care instructions based on their purchased items, and a customer service-oriented message.

This series of messages could be tailored based on products and purchase histories. This way, repeat shoppers are treated to a different experience than first-time customers. Post-purchase emails are under-utilized by brands, maybe because they don’t think they work. However, post-purchase messages convert nearly 15x better than scheduled campaign emails.

Another example would be for new email subscribers. Commonly, brands send the same series of welcome emails to all subscribers. However, brands can use engagement data, specifically email link clicks, to send a tailored message to different recipients.

For example, users who click on the “men’s” link in the welcome email could be sent messages featuring top-rated men’s products while those who click on the “women’s” link could be sent messages featuring top-rated women’s products. More than half the people who click on a welcome email go on to make a purchase. Generating additional clicks by sending relevant emails means additional sales.

These are two examples of ways brands can use just about any piece of data to make experiences more relevant for their customers.

2. What techniques, such as social proof or scarcity tactics, can build trust and encourage quicker purchasing decisions?

As far as building trust with consumers, I tell brands to focus on the value-adds. These include things like fast and free shipping, return policies, customer service availability, and product quality. By promoting these across the website and in emails, especially high-intent ones like cart abandonment, brands can help build consumer confidence in the brand and its products.

For encouraging quicker purchasing decisions, scarcity and social proof are powerful tools. Brands should feature top-rated products in their emails, especially in their welcome series. Featuring top-rated products helps guide users toward high-quality items, and the built-in product reviews provide consumer confidence.

Back-in-stock emails are also great messages — or even subject lines — to use to generate quick sales. These messages are effective because they combine social proof (they sold out once) with a sense of urgency (they’ll sell out again). This combination is what makes them so effective. Back-in-stock emails have a conversion rate (5.3%) nearly double that of the second-best performing email (welcome).

3. What role does automation play in converting first-time buyers into repeat customers?

A major one. In fact, automation plays a major role in converting every type of buyer. In 2024, automated emails accounted for 37% of all email marketing orders and only 2% of sends. Think about this. Nearly two of every five orders come from an automated email.

The reason they are so effective is the majority of them are sent at high-intent stages of the customer journey, whether it’s signing up for an email program, browsing products on a website, or abandoning a shopping cart. Each of these actions indicates an intent to shop.

I spoke before about creating post-purchase emails to improve the customer experience, thereby increasing the chance of retention. Automated messages play a crucial role in improving the customer journey by sending relevant messages at relevant times. Brands looking to maximize their sales should look to automated email and SMS.

That being said, not all automation is created equal. Brands should execute a welcome, product abandonment, and cart abandonment series before anything else. These messages will generate the bulk of sales. From there, I’d then move on to post-purchase and other series of messages that make sense for specific brands.

4. How can brands ensure their marketing messages remain relevant and personalized across multiple channels?

Well, automation is a start. I mentioned how these are sent at specific times based on behavior. Launching these messages will help ensure customers are receiving relevant messages. From there, it’s about using data that makes sense for each brand.

I mentioned earlier about using click data to customize welcome messages and purchase data to customize post-purchase messages. But there is virtually no limit to how brands can use data to segment their customers.

For example, brands can send different cart abandonment messages to individuals based on the cart total or their purchase history. They could combine channels for subscribers to both email and SMS programs, and customize messages for those only subscribed to one. They could send new product alerts to customers who purchased similar products in the past. Or they could send winter-related product emails to customers in cold-weather cities and beach-going products to those in warmer climates. There’s really no limits to what brands can easily do.  

If a brand chooses a single piece of data they could find a way to use it. I’d encourage brands to start small, focus on the data that matters to them and their customers, and build from there. Brands don't need data scientists to be successful. They just need a little bit of data.

5. How do customer reviews and back-in-stock alerts influence consumer behavior and decision-making?

They’re both forms of social proof, and, as we discussed, social proof is gold. Product reviews help build consumer confidence in a brand and its products. The last report on reviews I saw said that 99% of all shoppers look at product reviews. For most products, I bet this is 100% — especially for new customers shopping with a brand.

Collecting reviews is important for brands, but using them is where the magic lies. Showcasing top-rated products in email and SMS can be a sales generator, especially for shoppers new to your brand. Sending dedicated emails to shoppers who left four or five-star reviews can be a successful strategy when new products drop. Showcasing reviews in cart abandonment messages may be the nudge customers need to complete their orders, and showcasing testimonials from product reviews in your emails is a great way to promote brand value-adds.    

Use social proof everywhere you can.

6. How can businesses adapt to shifting consumer preferences for first-party communication channels over third-party platforms?

First, focus on list growth. Open rates for emails continue to increase year after year, and performance metrics remain strong — especially during peak seasons like BFCM. Consumers like first-party channels so make it easy for them to sign up. Use a website popup that collects email and mobile numbers. This will ensure all visitors, even those coming from social networks, have an opportunity to join your lists.

A word of note: be sure to make the mobile number field optional. While SMS continues to be adopted by more and more consumers, there’s nothing more frustrating for those who want to sign up for only your emails to be forced into signing up for SMS. Allow those who prefer one channel to be in one channel. 

Another way brands can adapt to this reality is to find an email provider that integrates with third-party platforms like Meta and Google. Using email, SMS, purchase, and web activity data to retarget lost shoppers with dedicated email and SMS campaigns can recapture lost customers and reduce paid retargeting costs.

When brands rely primarily on third-party channels they leave themselves vulnerable to decisions outside of their control, such as platform bans, algorithm changes, and data-sharing agreements that can drastically impact their performance and costs. First-party channels don’t face these same concerns. Brands should lean into this to create a holistic marketing program that provides relevant experiences and fosters brand-consumer relationships.

How does AI enhance personalization in marketing automation, and what impact does this have on customer engagement and conversion rates?

Ryan: By analyzing customer data—like behaviors, preferences, and demographics—and using that to create more relevant, timely content, AI can help personalize your marketing efforts. It allows businesses to send tailored emails with personalized subject lines, localized content, promotions, or product recommendations, making the customer experience feel more individualized. 

This kind of targeted outreach leads to higher engagement, as customers are more likely to open emails and take action when they think (and feel) the content speaks to their specific needs. As a result, it often boosts conversion rates and helps businesses build stronger customer relationships.

In what ways does AI improve the process of lead nurturing through marketing automation, and how does this contribute to the sales funnel?

Ryan: Today’s AI tools can help you eliminate time-consuming tasks like automating follow-up emails, segmenting leads based on behaviors, and providing personalized content recommendations. By analyzing these past interactions, it can also predict which leads are most likely to convert, ensuring the right message reaches the right person at the right time. And, by automating these tasks, businesses can stay top of mind without overwhelming their teams. This is a more efficient nurturing process that can help you move leads smoothly through the sales funnel, increasing the likelihood of conversion.

How is predictive analytics helping businesses anticipate customer behavior and make data-driven marketing decisions?

Ryan: Predictive analytics uses historical customer data to forecast future behaviors. For instance, it can predict when a customer is likely to make a purchase or even when they might churn. With these insights, businesses can proactively adjust their marketing strategies, offering targeted promotions or re-engagement campaigns so your business stays top of mind. By taking a more data-driven approach, you can ensure you’re focusing your resources where they’re most likely to drive results, helping optimize marketing efforts, maximize ROI, and ultimately, drive sales. 

How does AI enable real-time adjustments to marketing strategies, and what impact does this agility have on business growth?

Ryan: If something isn’t working, AI can suggest or implement changes—whether it’s adjusting subject lines, targeting, or content. This agility helps businesses stay relevant, respond to customer needs faster, and continually improve their strategies. Plus, it allows you to make real-time adjustments, continuously monitor campaign performance – tracking metrics like open rates and engagement – and quickly identify trends. As a result, businesses can grow by staying competitive, improving customer experiences, and maximizing their marketing impact. 

What challenges do businesses face when adopting AI-driven marketing automation, and how can they overcome them?

Ryan: The biggest challenge is often the complexity of integrating AI with existing systems and processes. For many small businesses, the technology can seem intimidating and overwhelming. However, AI tools designed specifically for small businesses can simplify this, helping you fit automation into the marketing work you’re already doing. 

To overcome these challenges, businesses should start with easy-to-use AI tools that automate routine tasks (like content creation and segmentation) and gradually scale as they get more comfortable. Don’t forget: Maintaining the human touch is still important and keeps your content authentic—AI should assist, not replace, personal insights.

How do businesses measure the return on investment (ROI) of AI-powered marketing automation, and what metrics are most indicative of success?

Ryan: You can start measuring your results by looking at metrics like engagement rates, conversion rates, and customer retention. For example, if AI helps you generate more relevant emails, leading to better open rates and more clicks, that directly impacts revenue. You can also track how much time and effort AI saves by automating repetitive tasks, resulting in increased efficiency. By evaluating both the financial return and time savings, businesses can gauge the full value of their AI investment.