AI x Marketing: Effectiveness, not hype – A Conversation with Tom Davenport

AI is reshaping marketing, but not always in the ways we expect. In this exclusive conversation, Tom Davenport shares a clear-eyed view on what truly changes when AI meets marketing effectiveness: he reflects on the real shifts underway in customer experience, on the gap between AI promises and operational reality, and on the data foundations required to make GenAI genuinely deliver value. He also examines how marketing effectiveness itself is being redefined in an AI-mediated world, and why the rise of agentic AI may introduce entirely new gatekeepers in the customer journey.

Tom Davenport, one of the most influential voices in analytics and artificial intelligence, is the President’s Distinguished Professor of Information Technology at Babson College, a visiting scholar at MIT, and a senior adviser to Deloitte’s Chief Data & Analytics Officer Program.

👇 Watch the full conversation to understand how to move beyond AI hype, toward measurable marketing impact.