Operationalizing Marketing as AI-tooling evolves
About this episode
Isaac Ferreira discusses how to effectively integrate AI into marketing as an operating system rather than just an app.
Most marketers treat AI as another app, not an operating system. Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm, explains how to build an agentic foundation instead. He breaks down recursive learning loops built on goal, context, measure, and levers, plus signal-based personalization that replaces static ICPs and segments. Ferreira also outlines a use-case-based rollout, starting with one workflow like campaign management, to prove ROI before scaling data infrastructure company-wide. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info .
Topics covered
- AI in marketing
- operating systems
- recursive learning loops
- signal-based personalization
- campaign management
- ROI
- data infrastructure
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