Which team should be responsible for integrating AI into your product?

Who should integrate AI into your product? Joyce Gordon, Head of AI at Amperity, shares her expertise on AI-driven personalization and customer identity resolution. She explains why product and engineering teams should handle technical implementation while business teams should identify use cases, and outlines how unified customer data creates the foundation for effective AI personalization strategies that drive measurable revenue impact. Show NotesConnect With:Joyce Gordon: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee 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 life span 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.

• 1:15Speaker 04

  I'm Benjamin Shapiro and joining me today is Joyce Gordon, the Head of AI at Imparity, which helps unify fragmented customer data to powerful personalized marketing. And Joyce is going to explain how you can combine AI and a unified data foundation to transform your customer experience strategy. Joyce, I want to move on to our lightning round where I'm going to ask you a couple of Martech-related questions centered around AI and personalization. Are you ready?

• 1:42Speaker 05

  I'm ready.

• 1:43Speaker 04

  Okay, here we go. Which team should be responsible for integrating AI into your product?

• 1:49Speaker 05

  One thing that's super important is the ideas for how to integrate AI and the use cases should be sourced from your entire company. But I think when it comes down to it, the product and engineering teams are the ones best positioned to actually do the technical work of integrating.

• 2:04Speaker 04

  See, it's funny. I think that the business people are actually going to be much more forward in the new development cycles, right? It's the business logic, all of the hurdles for being able to create strategies, do the technical implementation. It seems like everybody can vibe code now. So you can use plain language text, that sort of communication layer between business and technology is being decreased. So I would assume that it's more the business folks, the marketing team, hopefully, that is going to take responsibility for AI implementation. And then we have the engineers, hopefully, you know, still helping with the plumbing and everything like that. Not to call every engineer a plumber, but aren't the business folks going to be more capable of doing

• 2:46Speaker 04

  implementation now that we are doing everything in basically spoken language?

• 2:51Speaker 05

  It depends what we mean by implementation. I think in terms of identifying use cases and testing them out, absolutely. I think business users will be able to do more and more of that. I think setting up the underlying systems and hooking up the LLMs throughout your business and really developing the infrastructure that will still live with the product and engineering teams.

• 3:12Speaker 04

  All right. And that wraps up this episode of the MarTech Podcast. Thanks to Joyce Gordon, the head of Generative AI at Imperity for joining us. If you'd like to contact Joyce, you can find a link to her LinkedIn profile in our show notes or visit martechpod.com. You could also visit her company's website, which is imperity.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 over on YouTube and we'll be back in your feed every week. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

• 4:10Speaker 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 ihereverything.com.