CMO and Former Meta AI Marketer on AI's Reality Check

Introduction

Noha Rizk, CMO of Incorta and former Global Head of Marketing at Meta AI, brings a unique perspective on the gap between AI hype and reality in marketing operations. With 25+ years of experience spa ing brand strategy and large-scale initiatives at companies like Meta, Rizk understands both the promise and pitfalls of implementing AI-powered systems. Her insights reveal why 54% of companies increased their data analytics investments last year, yet most still rely on outdated dashboards that limit their competitive advantage.

The Legacy System Trap

The core challenge facing marketing organizations isn't technological—it's human. Companies remain committed to legacy systems they've invested millions in, even when those systems actively hinder growth. As Rizk explains, "The modern data stack ultimately is actually quite broken. It's fragmented, it's slow, and it's costly." This creates a dangerous scenario where businesses attempt to layer AI capabilities on top of fundamentally flawed infrastructure, similar to how early websites simply replicated printed brochures rather than leveraging the internet's interactive potential.

Breaking Free from Static Thinking

The solution requires more than technical upgrades—it demands a fundamental rethinking of how data flows through an organization. Instead of automating existing processes with AI, companies need to identify where real-time insights create incremental value. This means conducting thorough assessments of which business functions would benefit most from live data access, rather than pursuing wholesale infrastructure replacement without clear ROI targets.

Real-World Impact of Live Data

Live data capabilities deliver measurable results in specific verticals where timing directly impacts revenue. In retail, one of Incorta's food retail customers with 3,000 physical branches uses real-time inventory data to optimize waste reduction. By tracking item movement throughout the day, they push geo-targeted promotions to move perishable inventory before it expires and coordinate inter-branch transfers based on demand patterns. This single application saves hundreds of thousands of dollars by converting potential waste into discounted revenue.

Beyond Retail Applications

Manufacturing companies leverage live data to monitor production across multiple facilities, identifying inefficiencies that impact margins by cents per unit—which translates to significant savings at scale. Financial services firms use real-time analytics for trading decisions and risk management. Even unexpected sectors like education are discovering applications, with universities using live data to track student outcomes and adjust curriculum delivery in real-time based on engagement metrics.

Balancing Creativity with Control

The power to ask unlimited questions of your data creates both opportunities and risks. While North Star metrics and KPIs remain essential for business alignment, the ability to explore data freely enables breakthrough discoveries. Rizk shares how this approach transformed Facebook Marketplace during COVID-19: "If we didn't have the curiosity to dig into behaviors and start to see signals that people were trying to find alternate ways to exchange goods, we wouldn't have said, 'Okay, let's provide C2C shipping.'" This data-driven pivot transformed a stalling product into one of Facebook's largest drivers of daily active users.

Key Takeaways for Marketing Leaders

The path to effective AI implementation starts with honest assessment of your current data infrastructure. Focus migration efforts on business areas where real-time insights drive immediate value—whether that's inventory optimization, customer experience improvements, or operational efficiency. Remember that successful AI deployment isn't about applying new technology to old processes, but fundamentally rethinking how your organization creates and captures value. Most importantly, maintain balance between structured KPI tracking and creative exploration of your data to uncover unexpected growth opportunities.