The Role of AI-Powered Performance Marketing Platforms in Brand Storytelling and Success: Building Trust and Breaking Barriers

Over the last 10 years marketers have had to adapt to the quicksilver changes of automation and AI. Enter Composable MarTech, a technology stack that integrates automation with creative and budget focused tools, accompanied by reporting and predictive analytics. This paper aims to explore the potential of Composable MarTech in improving storytelling and increasing efficiency. Aside from these benefits, this analysis also seeks to construct a balanced assessment of the excitement and hesitation surrounding it through four main theoretical perspectives; tool use and AI-human relationships through Activity Theory, the remediation of written copy and tools prior, the hypermediacy of Alvie’s structure and convergence of different channels through Alvie connectors, and Holistic AI-Enhanced Marketing Framework being used to further an understanding of the traits employees and brand leaders require of their AI tools in order to trust them. A theoretical foundation will be followed by a historical overview of which events and products then led to the advent of Composable MarTech. Subsequently, this overview will stem from a foundation in the from the early 2000s, to the genesis of Salesforce Einstein, to present day tools such as Alvie by Precis. After which, there is to be a breakdown of Alvie features accompanied including attribution, bidding signals, budget optimizer, and creative insights for brand storytelling, which will then give way to discussions about remediation of market research and the convergence brought forth by connectors in omnichannel marketing. Given this context for Alvie, a Composable MarTech tool, a case study of Polarn O. Pyret’s growth with Alvie will be examined through the aforementioned theoretical lenses, as will other Precis clients, Gant, Amazon, and Fjallraven. Having set a theoretical foundation along with historical and technical context to support the case studies, this paper strives to underscore the utility of Composable MarTech, and offer a balanced yet optimistic outlook on future research regarding human-AI collaboration in brand storytelling and applications of the concept of composability going forward.