Our industry is rushing headlong toward an AI-powered future. The promise is captivating: intelligent systems that can predict market shifts, personalize customer experiences and drive unprecedented growth. Yet in that race, many organizations are short-changing or even skipping a critical first step. They are building sophisticated engines but trying to run them on unrefined fuel. The result is a quiet crisis of confidence, where powerful technology underwhelms because the marketers don't trust the data it relies on.
A robust data infrastructure is the foundation for any successful genAI initiative. With a solid data strategy and access to rich, trusted datasets, marketers can identify relevant opportunities, improve effectiveness and drive measurable returns.