What I’m Seeing on the Front Lines: How Generative AI Is Actually Changing Marketing, AdTech, and RevOps Data Work

Hot take…many marketing, advertising, and revenue teams are getting ahead of the data problem, but they still have an insight problem. Despite powerful platforms and endless dashboards, getting from signal to understanding still takes too long. From my perspective working at Adobe and with many high-tech customers, generative AI is finally changing that. By enabling teams to ask natural-language questions, auto-generate insight narratives, and connect web, media, and revenue data more intuitively, GenAI is shifting analytics from reporting to reasoning. The real impact is helping humans understand their data faster, communicate insights more clearly, and make better decisions across the entire customer journey.