The first SaaS platform to eliminate

AI disruption is rewriting marketing's fundamental rules. Isaac Ferreira, VP of AI Growth Systems at Shift Paradigm, explains how intelligence is being pulled out of traditional SaaS platforms into contextual engines that sit below your entire tech stack. He breaks down the "curation effect" where AI agents now filter all digital communications between brands and customers, discusses why 95% of AI implementations fail by focusing on technology instead of business strategy, and outlines how marketers can build governance systems for agentic outputs while maintaining control of their data. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

• 0:00Speaker 00

  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

• 0:25Speaker 01

  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55 to 65% open rate.

• 0:36Speaker 02

  Getting brands authentically integrated into content performs better than TV advertising.

• 0:42Speaker 03

  Typical lifespan of an article is about 24 to 36 hours.

• 0:46Speaker 01

  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

• 0:53Speaker 00

  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

• 1:16Speaker 04

  I'm Benjamin Shapiro, and today we're talking about the scope of AI disruption. And joining me is Isaac Ferreira, the VP of AI Growth Systems at Shift Paradigm, a growth partner helping companies rethink marketing strategy, revenue architecture and activation in an AI-first world. Shift Paradigm is also a sponsor of the Martech Podcast. And today, Isaac is going to break down what marketers need to understand before their entire stack becomes obsolete. All right, let's move on to our next question. If you had to rebuild your entire tech stack using AI agents and APIs, what's the first SaaS platform you'd eliminate?

• 1:53Speaker 05

  Oh goodness. Some of these bridge technologies, think your social automation platforms. Not really needed. You can automate almost all of that with with OpenClaw. Think a lot of your integration platforms. You were just talking about integrating pulling data down. All these integration platforms can be automated with an agent out of the box.

• 2:13Speaker 04

  All right. So you're talking about the implementation layer. I've created my social content. How do I schedule it? How do I get it out there? It's not what I'm writing. It's essentially what gets my content, my marketing to my consumers. You're going after those platform first. Does that make your user experience better, smarter? Or is it just this is something I can do with AI that's cheaper and faster?

• 2:37Speaker 05

  I think it's more controllable. Anytime you're able to pull something into your process, you don't have to build around the technological limitations of a third-party produced piece of software. You also get the tech debt with it. So where I'm starting is a layer that where you can start to operationalize the in-between tasks in the part of your process instead of into another technology, a third-party technology. You mentioned pulling data down to inform a lot of your research and doing the integration work with an agent. That same thing can operate in almost any business. You don't have to go buy these intermediate layer data integration tools necessarily. So I'd say we need to start with non-systems of record.

• 3:20Speaker 05

  A CRM, marketing automation, you're not going to reproduce those right now.

• 3:23Speaker 04

  Good news for HubSpot, Asana, Monday, Salesforce, whatever product management and CRM you're using. Isaac is saying you're safe. It's all the point solutions built on top.

• 3:34Speaker 05

  I'm saying you're safe for now, but the point solutions.

• 3:36Speaker 04

  Get your head down.

• 3:37Speaker 05

  Yes.

• 3:38Speaker 04

  All right. And that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Isaac Ferreira, the VP of AI Growth Systems at Shift Paradigm, a sponsor of the Martech Podcast. If you'd like to get in touch with Isaac, you can find a link to his LinkedIn profile in our show notes or on martechpod.com, or you could visit his company's website, which is shiftparadigm.com. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube, and we'll be back in your feed in the next business day. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

• 4:43Speaker 00

  Thanks for listening to the MarTech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit iHearEverything.com.