People are readily using generative AI to optimise marketing, automate repetitive tasks, and accelerate A/B testing. However, "none of the tools have yet transformed company performance", he said. "A lot of companies spend massively on martech (marketing technology) tools but get only one-third of the value out of it," he said, emphasising that the next few years will see many of them pick a few core tools to extract maximum value out of them as pressure for measurement mounts on them.