Attentive VP Jema Birkmeyer on AI‑driven Lifecycle Marketing — Shifting from rule‑setting to direction‑setting

Context

Attentive’s VP of Strategic Accounts, Jema Birkmeyer, explained how AI is moving lifecycle marketing from rule‑based automation to agentic decision‑making, where AI sets the direction rather than the rules. This shift could reshape how brands allocate resources and measure success in customer journeys, making it a key topic for growth and account‑based marketing leaders. Watch for how other MarTech firms adapt their platforms to this new paradigm.