ech’s subway system has a new AI line.

The Real Story Group has a new martech line, artificial Intelligence for Marketing. This would be the light-blue line with Typeface.

This is the 15th annual version of the map. (If you need to see a larger version, you can find it here ).

Selective but informative

Anyone looking at this map for the very first time will notice that there are only a few martech vendors on it, far less than the more than 5,000 that Scott Brinker included in his martech landscape. Look for the intersections of multiple lines to find out who are the biggest vendors. Adobe is like 42nd Street/Times Square.

Adobe is the platform that runs every single line that represents a particular capability. Oracle, too, if you want to be fair. This means that these platforms provide all 10 capabilities considered worthy of being represented on the map.

This approach has the advantage that it shows in a single visual the capabilities of several major vendors. Salesforce is still a step behind in digital asset management.

Dig deeper: Artificial Intelligence: A beginner’s guide

These AI tools are really for marketers, or is it just a marketing tool?

It is worth considering whether the new AI line will actually help with marketing. Persado is a familiar name. It’s been around for years. Deep learning is infused into a platform that generates language that has a mathematically demonstrable appeal for consumers, such as in email subject lines.

This is AI for marketers. No question.

Typeface is a solution for creating content “for the workplace” aimed at enterprises. It’s clear that it’s not only for marketers, but it can be an extremely useful tool to have in their toolkit.

On the other hand, what about Open.ai? Just to clarify, Open.ai is a research group, not a product. Of course, it does create solutions – famously ChatGPT. Can ChatGPT used for marketing? It can be used for marketing purposes.

Its application is so widespread that I hesitate to call it AI used for marketing. We’ve seen small businesses use it for marketing. For medium-sized companies, and for enterprises, we can expect solutions that integrate ChatGPT as well as large language models into a wider workflow.

If this is a marketing process, then it’s AI in marketing.

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