Gartner analysts Alan Antin and Isoke Mitchell focus on what tech marketing leaders need to know about generative AI. As GenAI gains in popularity and use cases expand, tech marketing leaders are realizing both benefits and risks. This episode features a discussion about what technology and service providers are doing well and where they are struggling.

Alan Antin is a senior research director on Gartner’s Technology and Service Provider (TSP) Product Marketer team. He provides go-to-market advice to help clients improve their marketing effectiveness with an emphasis on positioning, messaging and demand generation strategy.

Alan has more than 20 years of high-tech marketing and product management experience. He held senior marketing leadership positions at Polar and Coty, and he led the marketing function for a number of technology startups. As head of marketing, he has led positioning and messaging, demand generation (field marketing, events and digital), content development, partner marketing, sales enablement, customer education and e-commerce development.

Isoke Mitchell is a director analyst within Gartner’s Tech Marketing team. She focuses on demand generation with an emphasis on strategic content marketing. Isoke is a content marketing leader with over 10 years of experience overseeing strategic internal and external content marketing initiatives that help clients drive new and existing business, brand awareness, engagement, retention, leads, and positive customer behavior. She also provides actionable insights on how to develop and improve multichannel marketing strategies.