How CMOs at Strava, Vimeo and GitLab Use AI to Grow Revenue – Adweek

Increasingly, community-driven companies like GitLab, Strava and Vimeo are finding more opportunities with artificial intelligence to drive revenue growth, according to CMOs at the Activate Summit in San Francisco this week, hosted by cross-channel marketing platform Iterable.“Companies that leverage AI the fastest will see revenue growth,” said GitLab’s chief marketing officer Ashley Kramer in an interview with Adweek. “And companies that are building it into their products are going to be the products that win in the end.”While AI is touching multiple tiers of companies’ businesses, from content generation to customer modeling and customizing user journeys, making workflows more efficient and saving time and costs, there remain concerns around data privacy and content ownership. For development operations companies like GitLab, whose clients include Airbus, Nasdaq, UBS and Goldman Sachs, AI models are built into its marketing tech stack and sales data to enhance productivity and save time, according to Kramer.For instance, AI models helped GitLab segment customers into cohorts like small to medium-sized businesses and enterprise companies. It’s for productivity gains, which then translates into dollars for our customers. Ashley Kramer, CMO, GitLab“For a long time, it’s been hard for us to determine what’s really driving the most efficient and
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