The AI-ready marketer: How to structure data and tech for smarter campaigns

AI is transforming marketing, but for businesses to reap its full benefits, they must first ensure their data is AI-ready. 

With the right approach, AI can revolutionize audience insights, content creation and campaign optimization. However, a lack of structured data and a clear strategy can limit its impact. 

So, how can marketers prepare? Nataly Kelly, CMO at Zappi, recently gave a talk at The CMO Summit event on how marketers can ensure they’re AI-ready. 

Let’s dive into her top tips for marketers.  

Before we dive in, let’s take a look at the current landscape. 

AI is no longer a futuristic concept — it’s already actively shaping marketing strategies and how brands connect with consumers. Here are some key statistics:

• 80% of marketers believe AI will revolutionize their industry within five years.

• 61% of marketers say AI is the most important aspect of their data strategy.

• AI-powered marketing automation can increase revenue by 30% on average. 

• AI-driven campaigns deliver 26x higher engagement rates compared to traditional efforts. 

With stats like these, it’s clear AI isn’t optional, it’s essential. 

And AI in marketing has come a long way. It started with basic machine learning models and has now evolved into sophisticated deep learning systems that can understand language and predict consumer behavior with incredible accuracy.

Today’s AI can:

• Analyze consumer sentiment in real time.

• Predict customer behaviors based on past interactions.

• Personalize marketing messages at scale.

"We’ve reached a point where AI isn’t just about efficiency — it’s about unlocking insights we couldn’t access before."

- Nataly Kelly, CMO at Zappi

This shift means brands need to rethink how they integrate AI into their strategies. With this in mind, let’s explore how marketers can prepare for AI-powered success.

Many organizations manage over 100 data sources, which leads to data fragmentation and inefficiencies. Before AI can work its magic, marketers need to organize and prioritize their data — starting with consumer insights.

Here’s how to prepare:

• Pinpoint key data sources: Focus on customer interactions, purchase behavior and campaign performance.

• Standardize and integrate: Ensure data is structured and easily accessible across teams.

• Clean up redundancies: Eliminate duplicate or outdated data to improve AI’s accuracy.

AI isn’t a one-size-fits-all solution — it works best when applied to specific business challenges. Marketers should start small, experiment and refine their approach over time.

Some smart AI applications include:

• Competitor analysis: AI scans market trends to help brands stay competitive.

• Audience insights: AI finds patterns in consumer behavior to improve targeting.

• Brand consistency: AI ensures messaging and creative assets stay on-brand.

• Product testing: AI helps validate new concepts before they hit the market.

“The best AI experiments don’t start with tech, they start with a business challenge. Solve that first, and then layer AI on top.”

- Nataly Kelly, CMO at Zappi

Adopting AI comes with challenges, but they’re manageable with the right approach. The biggest hurdles include data fragmentation, lack of standardization and organizational silos. Here’s how to tackle them:

• Encourage cross-team collaboration: Marketing, insights and IT teams need to work together to manage and centralize data.

• Secure leadership buy-in: Educate decision-makers on AI’s benefits while addressing concerns about data privacy and accuracy.

• Stay ahead of the curve: AI is evolving fast, so keeping up with new advancements is key.

AI isn’t here to replace human creativity, it’s here to enhance it. When used effectively, AI can unlock new creative possibilities for marketers.

Some of the ways AI can support creativity include:

• Generating ideas: AI can suggest concepts and variations based on audience data.

• Optimizing content: AI analyzes which visuals, headlines and messages perform best.

• Boosting advertising effectiveness: AI refines strategies in real time to improve engagement and ROI.

“AI should act as a creative partner, not a replacement. The magic happens when AI augments human intuition, not overrides it.”

- Nataly Kelly, CMO at Zappi

The right AI solutions can make all the difference, but not all AI tools are created equal. Marketers need to carefully evaluate their options before integrating AI into their workflows.

Here’s some key factors to consider:

• Capabilities and scalability: Does the AI tool align with your current and future needs?

• Data security and compliance: How does the platform handle privacy and regulatory requirements?

• Ease of integration: Can the AI seamlessly work with your existing marketing stack?

• Support and training: Does the vendor offer the necessary resources to ensure smooth adoption?

“AI isn’t just about picking the shiniest tool. It’s about finding a partner that understands your business goals and can help you grow.”

- Nataly Kelly, CMO at Zappi

AI is reshaping the marketing landscape, but its success depends on preparation. 

Marketers who take the time to clean up their data, experiment strategically and foster collaboration will be best positioned to make the most of AI’s potential.

The key takeaway? AI isn’t just a passing trend — it’s a fundamental shift in how marketing works. And the brands that embrace it wisely will be the ones leading the way.