The Role of Performance and Lifecycle Marketing in an AI Era

AI is reshaping performance and lifecycle marketing by automating repetitive work while shifting marketers towards strategy, context-building, creativity, and human judgment.

Merkle MENA’s Deepak Mankani outlines that only retailers who move from fragmented stacks to integrated, agentic CXM will bag higher conversion, bigger baskets, and lower service costs.

As AI accelerates marketing decisions, Sarah Maina of AppsFlyer explains why trusted measurement, reliable data and human oversight will determine whether that speed translates into sustainable business growth.

The report findings reveal where marketers are willing to let AI recommend, prepare, optimise and act, and where human oversight remains essential.

Every system can report success, and the customer still doesn't get help. Why CX leaders need to test the full journey, not just each platform's uptime.

People may follow a hospitality brand because of a beautiful beach or an attractive offer, but they remain connected because of how the brand makes them feel, says Nina Mohamed, Cluster Director of Marketing & Communications at Mövenpick and Pullman Resort Al Marjan Island.

Synthetic data promises speed and scale, but "digital twins" and statistical personas are not the same thing — and confusing them can be costly.

Analysis of $130 million in ad spend across 65,000 Meta Partnership Ads uncovers lessons for how brands can build a creative system that beats fatigue and never runs out of winning ads.

Retail media is pushing marketers beyond attribution and platform metrics, as InMarket’s Michael Della Penna and Basis’ Amy Rumpler explain why incrementality and business outcomes are becoming the new standard for measuring advertising impact.

Real-time sports data, transactions and friend activity all feed one profile. Here's how CRM systems turn that into smarter, better-timed engagement.