Customer experience
MarTech is your source for customer experience content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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AI is building your digital experience. It’s also making it less accessible.
AI is generating more of the web, and it's carrying the same accessibility gaps with it. Marketing has the leverage to close them
How to make trust your competitive differentiator in AI
AI can accelerate marketing, but lasting B2B growth depends on human connection, customer value and relationships that endure.
Consumer distrust of AI isn’t all about the AI
Research shows consumers worry less about the technology than how brands collect, manage, and use their personal data.
Why marketers should measure relationships, not leads
Lead volume shows activity. Relationship-led metrics reveal if marketing improves pipeline quality, win rates, and long-term growth.
AI adoption hits 90% as CX deployment paths diverge
AI adoption is nearly universal in CX, but organizations are divided on architecture, governance, and building customer trust while proving ROI.
Where synthetic data fits into customer research
Validate AI-generated insights, establish governance, and prioritize real-world research where it delivers the greatest value.
How to build trust when buyers question everything
Firsthand expertise, original research, and transparent thinking carry more weight than polished messaging. Here's why.
Marketing artificial intelligence (AI)
How to blend AI chatbots with high-touch sales
Learn how to balance AI chatbot efficiency with the high-touch needs of enterprise sales to engage VIP prospects without losing the human touch.
What customers tell friends that marketers miss
The strongest marketing messages address the frustrations and motivations customers rarely share directly. Here's how AI can help uncover them.
Consumers are ready for AI, but many brands are not
New research shows buyers are ready for AI-powered experiences, while many organizations still struggle to deliver them.
How to activate first-party data across the B2B journey
Behavioral signals, intent data, and AI can improve personalization, sales alignment, and pipeline performance across complex buying journeys.
The 5 myths of marketing leverage
Most marketing activity creates attention. The campaigns that earn trust and action are built on genuine customer understanding.
How to avoid tone-deaf executive listening tours
Organizations say they value feedback, but employees and customers notice when leadership listens without taking action.
In agentic commerce, your brand promise must be provable
Consumers may choose brands emotionally, but AI agents will evaluate pricing, service, delivery, and loyalty value.
Why relevance now beats reach in the AI-driven buyer journey
As AI changes discovery, brands need clearer messaging, stronger credibility signals, and content built for influence, not just visibility.
Customer experience outweighs brand in AI-assisted shopping
AI recommendation engines rely on reviews, comparisons, and customer signals to decide which brands to surface and trust.
Marketing is entering its ‘air traffic control’ era
Adapting to customer journeys that increasingly resemble competing AI systems interpreting trust, risk, intent, and identity in real time.
How to earn customer trust in the age of AI
Strong customer relationships are built through consistent actions, shared goals, and a genuine commitment to customer success.
Twilio launches conversation layer to unify AI and human interactions
New platform capabilities aim to connect data, channels, and agents so customer conversations carry context across every interaction.
Martech 2026: AI drives a major industry reset
Flat growth masks a deeper shift as AI moves to the center of value creation and forces a rethink of how martech stacks are built.
Customers want personalized marketing. Why can’t most brands deliver?
Your customers may not use the phrase ‘personalized marketing,’ but they recognize it when it works.
Customer relationship management (CRM)
How CRM became the backbone of customer engagement
CRM now acts as an operating model for marketing, connecting data, teams, and decisions to improve engagement and business outcomes.
What the fees customers hate reveal about your pricing strategy
Hidden costs and punitive fees are trust killers. Algorithm-driven revenue might help Q4, but it erodes long-term loyalty. Here is how to price for partnership.
The real reason checkout kills ecommerce conversions
Small UX tweaks can remove major purchase barriers. Create a seamless checkout experience that keeps customers coming back.
Why connected customer experiences keep failing
Your martech stack probably isn't the problem. Your operating model is. Here's what a panel of practitioners agreed needs to change.
When AI decisions create customer friction
When AI systems misread signals and make automated decisions, the friction customers experience erodes trust, retention and revenue.
Why emotion data is changing how ads get tested
Emotion data reveals how audiences actually respond to creative, helping brands fix weak messaging before spending millions on media.
AI speeds up CX, but alignment still decides success
AI improves the speed and scale of customer experience decisions, but won't resolve organizational alignment problems behind most CX failures.
Google details how its on-Google checkout works
New guidance explains how the Universal Commerce Protocol powers AI-driven checkout across its platforms.
See how leaders bridge the engagement divide by watching ‘Engage with SAP Online’ on demand
Mark Ritson and leaders from BMW, Essity, and Sinch break down what’s driving change in customer engagement, and how brands can keep up. Watch on demand now.
AI is moving faster than customer trust
Marketers are racing ahead with AI, but unless brands close the trust gap, customers may never fully embrace AI-powered engagement.
Mobile marketing with RCS: What you need to know
RCS is a game changer for mobile marketing. Updated with news that Apple and Google are testing cross-platform RCS encryption.
Salesforce targets telecom churn with AI agents
Salesforce launches telecom-specific AI agents to reduce churn, speed quoting and turn service moments into new revenue opportunities.
Marketing artificial intelligence (AI)
Customers want dialogue, and marketers cannot keep up
Salesforce survey finds 83% of marketers saying customers expect two-way conversations, but 69% admitting they can’t respond fast enough.
How to design a loyalty program your CFO and customers will both support
An AI prompt framework to clarify positioning, segment opportunity and prioritize high-impact loyalty initiatives without a six-figure agency budget.
SAP evolves Emarsys into a full-blown engagement cloud
Is there a world where marketers move past silos to become ‘engagement architects,’ shifting from manual tasks to true orchestration?
Why customer service determines the ROI of your marketing spend
Marketing creates expectations that customer service must fulfill. When they don’t, acquisition gains turn into retention losses.
Fresh off the holiday season, Mailchimp debuts new ecommerce features
Fragmented data shouldn't stall progress. Mailchimp aims to integrate insights across tools to turn holiday learnings into a profitable path for 2026.
Why context matters as much as data in personalization
True personalization starts with context, not attributes. See how scenario-based design bridges behavioral segments and real-world customer needs.
Performance marketing is being rewritten by AI
From targeting and media buying to creative testing and attribution, AI isn’t just helping marketers — it’s doing the work, faster and smarter than ever.