Ethan Gustav, Group President of North America at Infobip, recently shared insights on the evolving role of AI in marketing during a discussion with MarTech Series. With a career spanning over two decades focused on enhancing business growth and customer engagement, Gustav emphasizes the critical importance of AI in modern marketing strategies.
Since joining Infobip as Vice President of Revenue for North America and Global Strategic Accounts, Gustav has leveraged his experience in messaging and digital communications to underscore the company’s significance in enabling brands to create a seamless omnichannel customer experience. He believes this integration is essential for fostering long-term brand loyalty and meaningful consumer connections.
Gustav noted that last year’s holiday season marked a turning point for AI, solidifying it as an essential tool for businesses. Consumers have begun to embrace AI technologies, which are expected to handle up to 95% of customer engagements this year. This shift signifies a move beyond mere customer support automation to a broader array of applications, including AI chatbots facilitating routine tasks such as banking inquiries and product discovery. As brands explore the value of AI, a focus on data management has become increasingly vital. AI’s ability to support hyper-personalization while prioritizing data privacy aligns well with growing consumer preferences.
Conversational AI is expected to become increasingly sophisticated, mimicking human dialogue and enhancing customer interactions across various channels. Gustav emphasized the importance of a holistic digital presence, enabling businesses to reach diverse consumer audiences. Integrating AI into these channels not only meets customer expectations but also provides actionable insights to optimize marketing efforts.
When discussing current trends, Gustav highlighted the growing consumer inclination towards conversational AI. He observed a notable shift in consumer behavior over the past year, particularly during the holiday shopping season when economic pressures prompted many to seek efficient shopping solutions. AI tools that facilitate cost comparisons and product discovery have made the shopping experience more accessible, a trend that is likely to continue as digital interactions evolve. He noted that while consumers still value human connections, conversational AI can effectively address common inquiries, allowing human agents to focus on more complex issues.
Gustav outlined the importance of multichannel texting in nurturing customer relationships. Marketers must not view AI as a standalone tool but as an integral part of a broader strategy. Mobile messaging offers interactive features that enhance customer engagement, making it an effective medium for driving sales. With platforms like RCS messaging and WhatsApp gaining traction, brands can leverage these channels to build customer confidence and deliver personalized experiences.
Infobip has embraced AI as a foundational element of its operations, using chatbots to handle routine inquiries and generative AI to craft personalized marketing messages. This not only improves customer engagement but also allows the company to identify high-value leads and predict customer behavior, ultimately aiming to retain clients and enhance the overall customer experience.
As the conversation wrapped up, Gustav shared five key takeaways about the role of AI in marketing. He asserted that AI is no longer an optional addition but a necessity for brands to keep up with evolving consumer expectations. Marketers should not feel pressured to overhaul their existing systems but can integrate AI into their current tools to unlock new opportunities. He emphasized the enduring importance of mobile messaging, urging brands to understand the most effective communication channels for various customer touchpoints. Finally, he advised that creating meaningful customer experiences requires a deep understanding of customer preferences and behaviors, reinforcing the need for personalization supported by AI technologies.
Infobip, founded in 2006, has established itself as a global cloud communications platform, enabling businesses to foster connected experiences throughout the customer journey. With a strong focus on AI innovation, the company serves over seven billion mobile devices across six continents, supporting a diverse range of communication needs for its clients. Under the leadership of co-founders CEO Silvio Kutić and Izabel Jelenić, Infobip continues to evolve as an AI-first company, striving to simplify B2C interactions across various channels.
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