You're swimming in data and AI tools. Is any of it really helping you better understand your customers?

By ,

Head of Content & Media

Published on October 28, 2026 • Last updated on October 28, 2026 • 3 minutes read

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With AI tools being introduced at a furious pace by martech vendors and advertising platforms alike, it’s time to stop and ask a crucual question: is AI making marketing easier?

In this episode of Conversations with MarTech, Malinda Sandman, global VP of marketing at Typeform, discusses how AI is reshaping the landscape for B2B and B2C marketers.

This conversation dives deep into why AI might actually be making marketing harder in the short term due to the shift toward a “clickless” environment, how marketing teams can avoid the “garbage in, garbage out” trap of AI tools, and why having more data doesn’t necessarily mean you know your customer.

Malinda also shares how Typeform uses AI to conduct scalable customer interviews and bridge the gap between…