| Is martech about to get easier to use? As Scott Brinker wrote recently, âgenerative AI is the first major innovation in the history of marketing technology with the power to fundamentally reduce UX complexity.â His thesis can be simply stated. While the functionality of solutions within the martech stack is set to grow increasingly complex, a genAI layer at the user level should mean that the operation of those solutions can be directed with easy, natural language prompts. Or, as Dharmesh Shah put it, introducing ChatSpot for HubSpot, itâs a matter of describe and done. I would concur with Scottâs statement above, except that I would replace âpowerâ with âpotential.â The potential is unquestionably there. But anyone who has tried to get genAI to perform relatively simple tasks will see pitfalls in attributing to it the power to consistently and reliably perform complex tasks. Maybe thatâs just around the corner; weâll see. Speaking of Scott, we are again partnering with him to bring you the latest MarTech Salary and Careers Survey. I hope youâll take a few minutes to complete it. Kim Davis,
Editor at large | 