We’re all being told to "embrace AI or be left behind," but what if the biggest risk isn't ignoring AI, but implementing it poorly and alienating the very customers we're trying to attract?

Agility requires not just the speed to adopt new technologies like AI, but the wisdom to discern where they create genuine value versus where they simply add complexity. It’s about constantly testing, learning, and refining your approach to serve the customer, not just the algorithm.

Today, we are here at eTail Palm Springs hearing about all the latest in e-commerce and retail, and we're going to talk about moving past the hype cycle of AI and getting down to the practical realities of how it's actually changing consumer behavior, and what that means for marketing leaders trying to make smart investments. We’ll get into the nuance of what to automate versus what to keep human, and how to use these powerful tools to build customer relationships, not just transactional efficiency.
To help me discuss this, I'd like to welcome Keri McGhee, CMO at Attentive.

About Keri McGhee

Keri McGhee is the Chief Marketing Officer at Attentive, the AI-powered SMS and email marketing platform helping leading
brands deliver 1:1 personalized, real-time messaging experiences at scale.
As CMO, Keri leads strategic global marketing to elevate the Attentive brand and drive growth across every stage of the
customer journey. She oversees product marketing, revenue marketing, brand and content strategy, events, and partner marketing, ensuring Attentive’s story connects deeply with marketers around the world. With a focus on creativity, innovation, and measurable
impact, Keri champions marketing that blends data-driven insights with storytelling to inspire and empower brands to build more personal, lasting customer relationships.

Keri McGhee on LinkedIn: https://www.linkedin.com/in/keri-mcghee/

Resources

Attentive: https://www.attentive.com

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