MarTech Interview With Ethan Gustav, Group President, North America @ Infobip

Why It Matters

AI adoption is now a competitive necessity, enabling brands to scale personalized engagement and extract actionable insights across every touchpoint. Marketers who fuse AI with omnichannel messaging gain a decisive edge in customer loyalty and revenue growth.

Key Takeaways

• AI agents projected to handle 95% of engagements
• Domain-specific language models enable hyper‑personalization
• Mobile messaging remains primary channel for scalable outreach
• Conversational AI boosts loyalty via personalized offers
• Integrating AI with omnichannel drives data‑rich customer insights

Pulse Analysis

The rapid maturation of AI in 2023 turned the technology from a niche support function into a strategic marketing asset. Brands are now deploying AI agents that can manage the vast majority of routine inquiries—from order tracking to price comparisons—freeing human staff for complex problem‑solving. At the same time, smaller, domain‑specific language models are gaining traction for their ability to deliver context‑aware, privacy‑compliant responses, a critical factor as consumers demand more personalized yet secure interactions.

Mobile‑first messaging platforms, particularly Rich Communication Services (RCS) and WhatsApp, continue to dominate the consumer outreach landscape. Their interactive capabilities—such as high‑resolution carousels, in‑app purchases, and two‑way chats—provide a fertile ground for AI‑driven personalization. When conversational AI is layered onto these channels, marketers can deliver real‑time product recommendations, cart‑abandonment nudges, and dynamic promotions that resonate with individual shopper behavior, ultimately boosting conversion rates and fostering deeper brand loyalty.

For marketers, the imperative is clear: AI must be woven into existing omnichannel ecosystems rather than treated as a standalone gadget. This integration not only amplifies the effectiveness of each channel but also generates a wealth of behavioral data that can refine segmentation, predict churn, and identify upsell opportunities. Companies that master this synergy position themselves to meet the escalating expectations of a digitally native consumer base, securing a sustainable competitive advantage as AI continues to evolve.