Marketing Software at a Crossroads

I think right now we're at a crossroads regarding the next generation of Marketing software and software buyers.

There's two options on the table right now:

1) Work with AI

2) Outsource AI

Let me explain.

There's a few really big AI model players as we know: OpenAI, Meta, Anthropic etc.

Then there's the traditional Marketing software (SaaS) companies created in the Cloud era e.g. Salesforce, Zoho, Atlassian etc.

In PR specifically, you have Meltwater for example.

What I'm seeing in this space is companies rushing to capitalize on partnerships and in effect, OUTSOURCING AI to the product.

Whereas what users want is for these companies to build better products WITH AI.

There's a big difference.

If you're shopping for new Marketing software, look at what the companies say and do regarding AI.

The next generation Marketing software companies will choose to work with AI, not outsource it.