How Marketing is Evolving in the AI-Native Era
In the News
How Marketing is Evolving in the AI-Native Era
Marketing has always evolved alongside technology. AI is driving something deeper: a fundamental rethinking of how the marketing function itself gets built.
In a recent interview with YourStory, Phil Walsh, SVP & Chief Marketing Officer at EPAM, discusses what it takes to move beyond campaign-led marketing into intelligent systems that can orchestrate customer engagement at scale.
Personalization at scale requires grounding messages in real customer pain points and optimizing across channels by buyer persona. Marketing itself has become a tech-heavy discipline, requiring the right infrastructure to capture, process and act on customer data. At EPAM, that includes using AI to run messaging against synthetic audiences trained on specific personas and use cases, compressing a feedback loop that once took weeks into hours.
Strategic decisions still need to be anchored in human judgment and an understanding of human emotion. The same emotional appeal that drives a consumer to buy a pair of shoes applies to executive buyers, because behind every title, chief marketing officer, chief information officer, chief executive officer, is a person making the decision.
Watch the full interview to hear how Phil Walsh sees marketing organizations building for an AI-native future, and how EPAM uses synthetic audiences to test messaging before campaigns launch.
See how EPAM helps organizations build personalization at scale into resilient, customer-focused marketing operations. epam.com/next-gen-marketing
