Amy Lanzi, CEO of Digitas North America, discusses the upcoming shift to CRM 3.0 at the Possible conference, emphasizing the role of data, AI, and storytelling in creating hyper-personalized customer experiences and enhancing loyalty. She highlights the rapid growth of retail media, the need for effective measurement, and the importance of first-party data in a cookieless world, ultimately advocating for a convergence of CRM, commerce, media, and creativity.

Marketers are facing a rapidly evolving martech landscape projected to reach $215 billion by 2027, but adding more tools can complicate their tech stacks rather than enhance performance. The article emphasizes the importance of integration, simplicity, and strategic decision-making over merely accumulating shiny new tools, while highlighting the convergence of CRM, creative, and commerce as key trends in the industry.