Operationalizing Marketing as AI-tooling evolves

Most marketers treat AI as another app, not an operating system. Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm, explains how to build an agentic foundation instead. He breaks down recursive learning loops built on goal, context, measure, and levers, plus signal-based personalization that replaces static ICPs and segments. Ferreira also outlines a use-case-based rollout, starting with one workflow like campaign management, to prove ROI before scaling data infrastructure company-wide.

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