AI might have overtaken the industry with processing data, automating workflows, and creating content. The next big thing could be a major one, says  Mihir Nanavati, GM and Product Executive in MarTech and AdTech, “AI is moving from managing data to making decisions with it.”

In the recent episode of the Tech Transformed podcast, host Doug Laney, Research & Advisory Fellow at BARC and Author of Infonomics & Data Juice, sat down with Nanavita to talk about a larger transformation in data and decision-making systems driven by AI.

They particularly focus on the integration of agentic AI in marketing and customer data platforms. They explore the challenges of fragmentation in ad tech, the importance of connecting customer data to revenue outcomes, and the transformative role of AI in decision-making processes. Mihir shares insights on how companies can leverage AI to enhance their marketing strategies and the future of first-party data.

“This is not a cost exercise, it’s about how much more you can get done and how many more ideas you can execute,” said Nanavati.