88: Tamara Gruzbarg: A hybrid approach to CDPs, white box predictive modeling and AI as a human in the loop system

What’s up folks, today I have the pleasure of sitting down with Tamara Gruzbarg, VP Customer Strategy at ActionIQ – an enterprise Customer Data Platform.Summary: The discussion centered around the nuanced relationship between AI, marketing, and customer data platforms (CDPs). Tamara highlighted the excitement and limitations of AI, emphasizing the irreplaceable role of human creativity and business context. Her insights extended to the advancements in generative AI, the flexible approach of ActionIQ in dealing with CDPs, and the importance of aligning technology with an organization's strategy and capabilities. The conversation provided a rich exploration of the future of AI in marketing and the evolving landscape of CDPs, offering actionable insights that stress the need for human ingenuity and flexibility in today's market.Can AI Replace Everything a Marketer Does?
When asked about the recent exhilaration in the marketing world around AI, especially with the emergence of ChatGPT, and the fears and challenges that AI may replace all the functions of a marketer, Tamara expressed both excitement and a clear understanding of the boundaries. She emphasized that although AI has transformative potential, the notion of it replacing everything in marketing is far from reality.Tamara eloquently pointed out that AI has the power to take over menial, repetitive tasks within marketing, thus automating and optimizing several functions. This transition, she noted, will require professionals to acquire new skills to effectively partner with AI, often referred to as "Gen AI."She further illuminated the philosophy of ActionIQ, where AI is seen as a "human in the loop" system. In other words, AI can assist with content generation, but it still needs human guidance. This insight reflects the company's belief that AI doesn't pull ideas out of thin air; it requires a marketer's creativity, tone of voice, and style to guide its output. Without this human collaboration, marketing initiatives risk becoming monotonous and less effective.Using the widely accepted phrase "we need to cut through the noise," Tamara argued that it's even more critical to have a human in the loop with systems like ChatGPT to ensure uniqueness and effectiveness in marketing strategies.In her thoughtful and informed response, Tamara envisioned AI as an extension of existing tools rather than a replacement. She reinforced that building robust models for predictions such as conversion or churn rates necessitates a strong grasp of business context and data structure, something only humans can provide.Takeaway: AI's role in marketing is neither an all-encompassing replacement nor a threat to creative and strategic aspects. Instead, Tamara sees it as a tool for enhancing productivity by automating repetitive tasks and acting as an assistant in content creation. Its success, however, relies on human intelligence and intuition to guide it, maintaining the unique flavor and effectiveness of marketing initiatives. The human element is not only vital but irreplaceable, especially when it comes to cutting through the noise in today's competitive landscape.Machine Learning and Personalized Messaging
When asked about the real valuable innovations in AI for marketing applications, especially concerning machine learning and natural language processing in the realm of self-optimizing campaigns, Tamara expressed both enthusiasm and caution. She acknowledged the promising nature of the area, reflecting on how the journey began with email service providers (ESPs) optimizing send times to maximize email open rates. This has evolved to include subject line testing, allowing a winning version to reach a larger audience. These components, Tamara explained, are part of a more comprehensive journey towards achieving self-optimizing customer experiences.Wi