Can AI help companies provide more personalized content to consumers?
In this InTechnology video, Camille talks with episode co-host John Gildea, Investment Director at Intel Capital, and guest Vivek Sharma, Co-Founder and CEO at Movable Ink. They get into the evolution of digital marketing and the rise of AI, Movable Ink’s AI-powered omnichannel marketing solutions, and the benefits and challenges of AI automation in digital marketing.
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The Evolution of Digital Marketing and the Rise of AI
Vivek kicks off the discussion with a concise history of digital marketing’s evolution. He describes the 1990s as the era of database marketing, the 2000s as the emergence of channel-specific platforms, and the 2010s as the rise of customer data platforms (CDPs). Now, Vivek suggests, we’re entering a new phase of marketing powered by artificial intelligence. However, he notes a key challenge: integrating AI into legacy marketing practices that many businesses still rely on.
When Camille asks about the mechanics of AI marketing, Vivek highlights Movable Ink’s focus on first-party and zero-party data—information willingly shared by consumers with the businesses they interact with. This approach contrasts with third-party data collection, which is often less favored by consumers. Vivek explains that data is stored in customer data platforms, internal APIs, and even CSV files. He also notes that contextual factors like time, location, and weather can shape real-time marketing strategies, though not all businesses may find value in prioritizing such factors.
Movable Ink’s AI-Powered Omnichannel Marketing Solutions
The conversation shifts to Movable Ink’s AI and automation-driven solutions. Vivek shares that Movable Ink partners with a diverse range of global brands across industries like travel and hospitality, financial services, media, and tech giants like Amazon, Meta, and Google. According to Vivek, Movable Ink offers industry-leading tools to deliver personalized experiences at scale. While email remains the top revenue-driving outbound channel, the principles of personalized marketing apply broadly across all channels.
Vivek then outlines Movable Ink’s two flagship platforms, Studio and Da Vinci. Studio enables companies to activate and generate content from datasets at the moment of customer engagement within marketing communications. Da Vinci, formerly Coherent Path, creates dynamic, personalized content for automated marketing campaigns. Vivek describes it as a tool that listens to each customer and guides them through a tailored discovery journey. He also explains Movable Ink’s ensemble AI models, which include vision, generation, prediction, and insights models, working together to deliver advanced marketing solutions.
AI Automation in Digital Marketing: Benefits and Challenges
AI automation brings significant benefits to digital marketing, says Vivek, including the ability to craft real-time, personalized offers for consumers. He notes that Movable Ink’s customers have seen increased consumer satisfaction due to these personalized interactions. On the supply chain side, while full automation is still in progress, real-time engagement data is beginning to reshape how companies think about and adapt their supply chains.
When asked by John about the risks and concerns surrounding AI, Vivek reflects on how interest in AI surged following the launch of ChatGPT by OpenAI. While many companies were eager to adopt AI, they soon hesitated due to uncertainty about implementation and concerns over security. Vivek underscores Movable Ink’s focus on privacy, safety, and security as foundational principles in its AI-native workflow. Unlike some companies that hastily incorporated AI, Movable Ink has spent years building trust-based, enterprise-ready solutions that prioritize customer confidence and protection.
John Gildea, Investment Director at Intel Capital
John Gildea has served as an Investment Director at Intel Capital in the Bay Area since 2007, overseeing equity investments in Cloud, Devices, and Frontier Domains. He also acts as a Board Director or Observer for companies such as Airy3D, Movable Ink, and Two Bit Circus. A US Navy combat veteran with deployments to Afghanistan and Eastern Africa, John began his career at Cooper Energy Services before joining Intel in 2001, where he held roles in Corporate Finance and Treasury. He holds an MBA and an MS in Mechanical Engineering from UC Davis and a BS in Mechanical Engineering from the University of Illinois. Additionally, John is a Registered Professional Engineer in California.
Vivek Sharma, Co-Founder and CEO at Movable Ink
Vivek co-founded Movable Ink in 2010 and has served as its CEO from the very beginning. Under his leadership, the company has grown into a global leader in omnichannel marketing automation and artificial intelligence. Prior to Movable Ink, Vivek held roles as Area Manager – Head of North America (East) & EMEA at Engine Yard, Founder & CEO at MetroSpark, and software engineer at Blue Martini Software and Cisco Systems. He earned a BS in Computer Science from Rensselaer Polytechnic Institute.
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The views and opinions expressed are those of the guests and author and do not necessarily reflect the official policy or position of Intel Corporation.
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