How can modern marketers optimize how they set up their AI powered martech stacks for better marketing output? Misha Williams, Chief Operating Officer at GWI weighs in with some thoughts and best practices:
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Hi Misha, tell us about yourself and your role at GWI?
I’m Chief Operating Officer at GWI, where I focus on scaling the business at the intersection of insights and AI. My role spans product, revenue, marketing, partnerships, and operations – but the common thread is impact. We’re building systems that help organizations move faster without losing sight of their customers. At its core, my job is making sure human truth actually shows up in everyday business decisions.
We’d love to hear more about GWI’s latest launch – Agent Spark, how does it benefit end users?
Agent Spark is built for a world where AI is the default interface for work. It brings trusted, analyst-grade human insights directly into tools like ChatGPT, Claude, and Copilot – no scraping or guesswork. For users, that means faster decisions that are grounded in real people, and what we describe as human truth, not averages or assumptions. It’s AI that knows people, not just patterns.
What should modern marketers keep in mind when deploying and setting up AI powered systems to analyze and support marketing workflows?
The biggest mistake is treating AI outputs as fact without interrogating the inputs. If your system isn’t grounded in real, representative human data, you’re just automating bias and noise at scale. Marketers that design AI workflows with transparency, provenance, and a clear human-in-the-loop model are setting themselves up to win – AI should accelerate judgment, not replace it.
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As AI powered tools become more mainstream in martech and marketing: how do you feel the scope of a marketing role will change down the line?
Marketers won’t disappear, but their work will shift dramatically. Execution gets automated; interpretation, strategy, and cultural judgment become the differentiators. The best marketers will act more like editors-in-chief of intelligent systems – guiding, challenging, and refining AI outputs using real audience understanding. Human insight becomes the competitive edge.
Five of the best AI powered martech features that most marketers haven’t fully unlocked the power of yet?
GWI unlocks the following for marketers:
- AI agents are grounded in real human data, not synthetic personas.
- Natural-language insight querying that replaces static dashboards.
- Embedded insights directly inside creative, media, and planning tools.
- Dynamic audience insight that updates as culture shifts.
- Explainability, meaning AI that shows why an insight matters, not just what it found.
A few thoughts surrounding the future of martech before we wrap up?
Martech is moving from stacks to systems, and from tools to intelligence. The winners will be platforms that embed human understanding directly into workflows, products, and agents. As AI scales, relevance becomes scarcer, not easier. The future belongs to brands and platforms that build with human truth at their core, not as an afterthought.
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GWI, is the human insights company powering faster, smarter strategic decisions in an AI-driven world
About Misha Williams
Misha Williams is Chief Operating Officer at GWI, he leads GWI’s global operating model across product, revenue, marketing, partnerships, and business operations, translating the world’s most globally representative proprietary human dataset into scalable AI-powered insight systems embedded directly into modern decision-making.
