Andrea Bosio spricht über Rewix und erläutert, warum Prozesse, UX, Zahlungsverkehr, Preisgestaltung, CRM und Technologie im B2B-Handel einen spezifischen Ansatz erfordern.

Marketing Is Entering a New Phase

For years, digital marketing has evolved through increasingly specialized tools, platforms, and disciplines.

SEO, advertising, analytics, inbound marketing, outbound marketing, marketing automation, and customer experience have generated a growing volume of data and touchpoints.

Today, artificial intelligence adds a new layer.

It doesn’t just automate existing tasks—it enables us to interpret information, recognize patterns, understand behaviors, and build increasingly personalized experiences.

In this webinar, we’ll explore the relationship between AI and MarTech and how this evolution is transforming marketing, UX, and the customer experience.

From Traditional Marketing to Smart Marketing

Inbound and outbound marketing continue to be two important components of any marketing strategy.

But the real change stems from the ability to use data and technology to make these activities:

• more targeted;
• more contextual;
• more personalized;
• more measurable;
• more attuned to the needs of the individual customer.

Artificial intelligence enables a gradual shift from one-to-many communication to approaches that are increasingly aligned with one-to-one marketing.

Data as the Foundation

Data lies at the heart of this transformation.

Analytics, search data, behavioral information, digital interactions, and content can fuel an increasingly detailed understanding of the customer.

Analytics tools and AI technologies enable the transformation of large amounts of information into actionable insights for:

• segmentation;
• personalization;
• campaign optimization;
• understanding customer intent;
• improving the customer journey;
• developing new digital experiences.

Natural Language Processing and Knowledge

AI also enables us to work with unstructured information through Natural Language Processing techniques.

Texts, content, searches, and conversations can become new sources of knowledge.

Technologies such as knowledge graphs and advanced databases make it possible to link different data points and build richer representations of customers, products, content, and behaviors.

From Personas to Intelligent Systems

Even the traditional concept of the buyer persona can evolve.

AI enables the creation of increasingly dynamic models, powered by data and capable of adapting to users’ actual behaviors.

This paves the way for new approaches to:

• segmentation;
• personalization;
• recommendations;
• content generation;
• customer journey orchestration.

AI Agents and Marketing

One of the most interesting developments involves AI agents.

Increasingly autonomous systems can support analysis, research, personalization, and the management of marketing processes.

Marketers aren’t going away.

Their role is changing: from manually managing individual tools to overseeing intelligent systems capable of collaborating with people.

UX and Personalization

The ultimate goal is the experience.

AI makes it possible to design interfaces and customer journeys that aren’t necessarily identical for everyone.

Content, recommendations, and paths can progressively adapt to the context and the individual’s needs.

Techniques such as collaborative filtering have long served as an example of how data and behavior can be used to build more relevant experiences.

Artificial intelligence greatly expands these possibilities.

Technology, Data, and Strategy

However, value does not come from the isolated use of a new tool.

It stems from the ability to bring together:

data + MarTech + AI + UX + strategy

into a single ecosystem.

Watch the webinar and discover how artificial intelligence is transforming marketing from a collection of tools into an intelligent system capable of understanding, making decisions, and personalizing.