Being in marketing, e-commerce, and digital for as long as I have, I feel like I’ve looked into the future and have an idea of the ultimate solution for companies—especially those in e-commerce.
Currently, everybody uses individual pieces of software for ad analysis, analytics, tracking and strategy, creatives, and more. I think where we’re heading (and I include operations and customer care functions here) is that people will ingest large amounts of data into their data warehouses and data lakes, and then layer on intelligent LLM models.
You can already see this direction starting to emerge with platforms like BigQuery and Snowflake. The idea is that AI will be so capable that we will simply build conversational layers on top of centralized data, allowing:
Conversational analytics and automation
- Dashboards and reports built through conversation.
- Answers to any business question via conversational interfaces—whether through specialized agents or a single versatile LLM.
Practical examples of what this would enable
- Analyze a marketing campaign end-to-end.
- See how website activity impacted your Amazon marketplace performance and test correlations between ad spend and Amazon purchases.
- Generate creative for campaigns.
- Check inventory levels to determine whether you have enough stock to run a campaign.
There really is no limit to what you’ll be able to do, as long as your data is in the right place. This is why I’m an advocate for taking all of your data, putting it into a data warehouse, and managing and querying it in the future via AI.