{"id":4128,"date":"2026-06-18T11:13:40","date_gmt":"2026-06-18T15:13:40","guid":{"rendered":"https:\/\/imagino.com\/us\/?post_type=resources&#038;p=4128"},"modified":"2026-06-25T11:39:02","modified_gmt":"2026-06-25T15:39:02","slug":"artificial-intelligence-and-marketing-how-to-make-your-customer-data-actionable-with-ai","status":"publish","type":"resources","link":"https:\/\/imagino.com\/us\/resource\/artificial-intelligence-and-marketing-how-to-make-your-customer-data-actionable-with-ai\/","title":{"rendered":"Artificial Intelligence and Marketing: How to Make Your Customer Data Actionable with AI?"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-6a660030a63b7\" class=\"hero-legal-section u-gradient--pink-purple u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-4.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-4.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/us\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>Artificial Intelligence and Marketing: How to Make Your Customer Data Actionable with AI? <\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Interview with Arthur Lacroix, Head of Product Marketing at imagino                     <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a660030a9274\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p><span class=\"TextRun SCXW145554875 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"none\"><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">Forrester&#8217;s<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">recent<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">\u00a0report<\/span><\/span><span class=\"TextRun MacChromeBold SCXW145554875 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW145554875 BCX0\">, <a href=\"https:\/\/imagino.com\/us\/resource\/forrester-cdp-landscape-2026\/\">The Customer Data Platforms\u00a0<\/a><\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">Landscape<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">, Q1 2026, shows that AI is disrupting the CDP market by redefining the way brands interact with their audiences. <\/span><\/span><span class=\"TextRun MacChromeBold SCXW145554875 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW145554875 BCX0\">Forrester\u00a0<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">identifies<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\"> AI as the main disruptor<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">\u00a0in\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">this<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">market<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">,\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">marking<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">\u00a0a major shift\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">from<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">\u00a0simple data management to an\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">era<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">\u00a0of orchestration and\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">augmented<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">decision-making<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">.<\/span><\/span><span class=\"TextRun SCXW145554875 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW145554875 BCX0\">\u00a0This change\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">is<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">all the more<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">\u00a0radical as 72% of marketing\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">decision-makers consider<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">\u00a0the\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">implementation<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\"> of a CDP to be expensive to maintain, making immediate value creation essential. <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">However<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">,\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">while<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">\u00a0the promises of AI (content\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">generation<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">,\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">prediction<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">, hyper-<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">personaliz<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW145554875 BCX0\">ation<\/span><span class=\"NormalTextRun SCXW145554875 BCX0\">) are immense, many companies are coming up against a technological wall &#8211; their data is not ready. Because for AI to truly work its magic, it needs clean raw material &#8211; &#8220;AI-ready&#8221; data.<\/span><\/span><\/p>\n<p><b><span data-contrast=\"auto\">What data does AI need? How\u00a0is it\u00a0become\u00a0possible to switch from simple manual execution to true intelligent orchestration?\u00a0<\/span><\/b><\/p>\n<p><span data-contrast=\"auto\">To understand these issues, Arthur Lacroix,\u00a0<\/span><span data-contrast=\"none\">Head of Product Marketing at\u00a0imagino,\u00a0<\/span><span data-contrast=\"auto\">explains how to modernize your approach to data to feed the engagement loop of tomorrow. <\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">The strategic shift of AI agents and conversational interfaces<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">The massive arrival of AI agents and conversational interfaces in 2026 is completely redefining our relationship with marketing tools. Until now, marketing teams had to navigate between several tools to segment,\u00a0analyse\u00a0or launch campaigns. Now, they can simply express a business intent.\u00a0<\/span><b><span data-contrast=\"auto\">But for this promise to become a reality, AI agents must be able to access reliable, governed and usable data in real time.<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">It is precisely to meet this challenge that our\u00a0<\/span><a href=\"https:\/\/imagino.com\/us\/our-solutions\/customer-engagement-platform\/\"><b><span data-contrast=\"none\">Customer Engagement Platform <\/span><\/b><\/a><span data-contrast=\"auto\">welcomes <\/span><b><span data-contrast=\"none\"><a href=\"https:\/\/imagino.com\/us\/our-solutions\/ask-imogen\/\">Imogen,<\/a><\/span><\/b><b><span data-contrast=\"auto\">\u00a0our native artificial intelligence<\/span><\/b><span data-contrast=\"auto\">. Able to understand your intent in natural language, it helps you to analyse your data, generate audiences and journeys, make better decisions, and continuously optimize customer engagement. <\/span><b><span data-contrast=\"auto\">Leveraging our foundation of unified, live data, our AI agent accompanies marketers in a conversational way at every stage of the engagement loop.<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a660030a9ab6\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2><b><span data-contrast=\"none\">What is the difference between &#8220;classic&#8221; customer data and truly &#8220;AI-ready&#8221; data?<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">For years, companies have built platforms that can collect and centralize information. It was the era of the Customer Data Platform. <\/span><b><span data-contrast=\"auto\">But for Artificial Intelligence, this approach is no longer enough.<\/span><\/b><span data-contrast=\"auto\"> &#8220;Classic&#8221; data is often stored in silos, duplicated between several tools or updated in batches. It is impossible \u00a0to exploit by modern algorithmic models. <\/span><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">&#8220;AI-ready&#8221; data is based on three fundamental pillars:<\/span><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">Unified<\/span><\/b><span data-contrast=\"auto\">: AI must have access to a single,\u00a0perfectly reconciled customer view, bringing together web history, e-commerce, CRM,\u00a0loyalty\u00a0and customer service. If a customer changes their last name and the system creates a new entry, the AI will send redundant communications.\u00a0<\/span><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Fresh<\/span><\/b><span data-contrast=\"auto\">: AI must be able to read and act on &#8220;living&#8221; data, updated in near\u00a0<\/span><b><span data-contrast=\"none\">real-time.\u00a0<\/span><\/b><span data-contrast=\"auto\">Using copied or obsolete data significantly limits performance compared to a streamed\u00a0approach.<\/span><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Governed<\/span><\/b><span data-contrast=\"auto\">: Data must be structured and regulated (consents, GDPR, access rights) to allow legal and secure\u00a0access and use\u00a0by AI models.<\/span><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:0,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><i><span data-contrast=\"auto\">&#8220;The future of AI in marketing lies in the ability to operate directly on living data, where it resides, and not on yet another copy. This is what will make the difference between those who achieve average results and those who continuously optimize their direction.&#8221;<\/span><\/i><\/b><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">How does AI-usable data enable intelligent orchestration? <\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Faced with AI&#8217;s ability to generate thousands of campaigns and content in a few clicks, the major risk is<\/span><b><span data-contrast=\"none\">\u00a0<a href=\"https:\/\/imagino.com\/us\/resource\/marketing-fatigue-why-a-customer-engagement-solution-is-your-best-medicine\/\">marketing fatigue<\/a>.\u00a0<\/span><\/b><span data-contrast=\"auto\">Inboxes are saturated and customer attention is more\u00a0difficult to hold\u00a0than ever.\u00a0<\/span><b><span data-contrast=\"auto\">Intelligent orchestration, fed by AI-ready data, makes it possible to change the paradigm: it is a question of doing less, but doing\u00a0it\u00a0better.\u00a0<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">AI decision intelligence is not just about\u00a0determining\u00a0the best channel (email, SMS, push) or the best message. It excels in its ability to\u00a0analyse\u00a0the context in real time to know\u00a0what\u2019s\u00a0the best way to trigger an action,\u00a0including\u00a0when it is better not to send anything.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><br \/>\n<b><i><span data-contrast=\"auto\">&#8220;One of the biggest misconceptions about AI is that it&#8217;s only for generating more interactions. In reality, a truly successful system knows when nothing should be done. Doing nothing is a choice. It means preserving the customer relationship and avoiding over-solicitation.&#8221;<\/span><\/i><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a660030aa501\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2><b><span data-contrast=\"none\">With AI, how does each past interaction make the next one more effective?<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Customer engagement is no longer a linear process, but a continuous AI-driven loop:\u00a0<\/span><i><span data-contrast=\"auto\">Understand &gt; Imagine &gt; Activate &gt; Optimize<\/span><\/i><span data-contrast=\"auto\">, all around a central foundation:\u00a0<\/span><i><span data-contrast=\"auto\">Govern<\/span><\/i><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">In this model, every interaction generated (a click, a purchase, a cart abandonment, or even a lack of reaction) is instantly fed back into the unified customer profile.\u00a0<\/span><\/b><span data-contrast=\"auto\">AI (like Imogen, the AI developed by\u00a0imagino)\u00a0analyses\u00a0these new signals on the fly. For example, it detects a drop in engagement and predicts a risk of churn. Armed with this\u00a0<\/span><i><span data-contrast=\"auto\">insight<\/span><\/i><span data-contrast=\"auto\">, the AI will recommend the most relevant &#8220;Next Best Action&#8221; or &#8220;Next Best Offer&#8221;, automatically activate it on the\u00a0appropriate channel, and\u00a0analyse\u00a0the result to refine the next interaction.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">But this virtuous loop has\u00a0an Achilles heel\u00a0&#8211;\u00a0the quality of the incoming data.<\/span><\/b><span data-contrast=\"auto\">\u00a0If you leave an autonomous system running on\u00a0erroneous, outdated, or siloed data, AI will make bad decisions at high speed.\u00a0<\/span><b><span data-contrast=\"auto\">This is why AI-ready data (fresh and unified) is the essential fuel for this continuous improvement.<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"none\">How is AI transforming the marketer&#8217;s job?<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">For years, marketing teams have spent much of their time setting up campaigns and\u00a0analysing\u00a0reports.\u00a0<\/span><b><span data-contrast=\"auto\">AI does not replace\u00a0this, but it profoundly changes\u00a0how\u00a0it\u2019s\u00a0done.<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">With the current AI Assistance model, the marketer asks the machine to perform specific actions: &#8220;<\/span><i><span data-contrast=\"auto\">Write an email subject<\/span><\/i><span data-contrast=\"auto\">&#8220;, &#8220;<\/span><i><span data-contrast=\"auto\">Create a landing page<\/span><\/i><span data-contrast=\"auto\">&#8220;, or &#8220;<\/span><i><span data-contrast=\"auto\">Translate this message<\/span><\/i><span data-contrast=\"auto\">&#8220;. Tomorrow, with AI Decisioning, the marketer will express a strategic intention: &#8220;<\/span><i><span data-contrast=\"auto\">How is it possible to reconnect with loyalty program members who have not interacted in the last 90 days?<\/span><\/i><span data-contrast=\"auto\">&#8220;. AI will then take over to\u00a0analyse\u00a0the data,\u00a0recommend\u00a0and launch a multichannel journey tailored to each user&#8217;s profile.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"none\">Rather than doing everything themselves, the AI-Powered Marketer\u00a0approves\u00a0the recommendations suggested by the tool, oversees the action of the intelligent agents, and focuses on continuous optimisation of the strategy.\u00a0<\/span><\/b><span data-contrast=\"none\">This new model allows the marketer to orchestrate millions of personalized interactions while maintaining control of the brand, customer experience, and business objectives.<\/span><span data-ccp-props=\"{&quot;134245417&quot;:false,&quot;201341983&quot;:0,&quot;335559739&quot;:187,&quot;335559740&quot;:275}\">\u00a0<\/span><\/p>\n<p>&nbsp;<br \/>\n<b><i><span data-contrast=\"auto\">&#8220;The future will not see AI replace the marketer, but a marketer augmented by AI. The most successful teams will be those that combine human creativity, governance and artificial intelligence to drive ever more relevant customer experiences.&#8221;<\/span><\/i><\/b><span data-ccp-props=\"{&quot;335559737&quot;:600,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><br \/>\n<span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">For a marketing team, what is the very first step to take to make their data actionable by AI?<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">The answer may come as a surprise, but the very first step is not to frantically attack the quality of the data.\u00a0<\/span><b><span data-contrast=\"auto\">The absolute priority is architecture. This is the &#8220;<\/span><\/b><b><i><span data-contrast=\"auto\">Architecture\u00a0First&#8221; principle<\/span><\/i><\/b><b><span data-contrast=\"auto\">.<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Before a company can fully exploit AI, it must choose and deploy\u00a0a modern\u00a0<\/span><i><span data-contrast=\"auto\">data lake<\/span><\/i><span data-contrast=\"auto\">\u00a0(such as <a href=\"https:\/\/imagino.com\/our-ecosystem\/snowflake-native-app\/\">Snowflake<\/a><\/span><span data-contrast=\"auto\">,\u00a0who\u00a0is\u00a0an\u00a0imagino\u00a0partner, Databricks, or OVH Cloud).\u00a0<\/span><b><span data-contrast=\"auto\">This infrastructure must become the\u00a0<\/span><\/b><b><i><span data-contrast=\"auto\">single source\u00a0of truth<\/span><\/i><\/b><b><span data-contrast=\"auto\">\u00a0validated\u00a0by the entire company, not just the IT\u00a0or Marketing teams.<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">All interactions (inbound, e-commerce, stores, CRM) as well as the insights generated and data from third-parties must then converge on this centralized architecture. Secondly, it is necessary to rely on open platforms, capable of communicating via modern protocols (such as the MCP &#8211; Model Context Protocol), allowing external AIs (Claude, Gemini) to come and query, read and orchestrate this living data without friction, in complete security.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<br \/>\n<b><i><span data-contrast=\"auto\">&#8220;You can have the best possible data quality. But if your company is not aligned with a single centralized architecture, it will not work. To successfully integrate AI, you have to think Architecture First.&#8221;<\/span><\/i><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"cta-panel-6a660030ab571\" class=\"speak-expert-section section-padding\">\r\n    <div class=\"container-large\">\r\n        <div class=\"speak-expert-container u-gradient--pink-purple gradient-vertical swirl-yellow-orange\">\r\n            <div class=\"speak-expert-container__img\">\r\n                <div class=\"video-line video-blue-purple-thick\">\r\n                    <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\r\n                        <source type=\"video\/mp4; codecs=hvc1\"\r\n                            src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-4.mp4\">\r\n                        <source type=\"video\/webm\"\r\n                            src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-4.webm\">\r\n                    <\/video>\r\n                <\/div>\r\n            <\/div>\r\n\r\n            \r\n            <div class=\"speak-expert-container__text\">\r\n                                    <h2 class=\"tl js-animate animate__fadeIn\">Learn how imagino and its Imogen AI help you create a real-time customer engagement loop. <\/h2>\r\n                \r\n                <!-- button -->\r\n                                        <div class=\"control js-animate animate__fadeInUp\">\r\n                                    <a href=\"https:\/\/imagino.com\/us\/our-solutions\/ask-imogen\/\" target=\"\" class=\"btn--icon-left btn btn--gradient-blue-light\">\n            <span class=\"image\"><img decoding=\"async\" src=\"https:\/\/imagino.com\/us\/wp-content\/uploads\/sites\/8\/2026\/06\/imogen-gradient-e1781283989424.png\" alt=\"\"><\/span>            Ask Imogen        <\/a>\n                        <\/div>\r\n                        \r\n                <!--  dropdown -->\r\n                \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">","protected":false},"excerpt":{"rendered":"<p>Interview. 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