Three good tools, and a marketer left doing the joining

The martech space is evolving so fast that it's difficult to keep track of all the new tools popping up, but the ones I'm interested in are analytics, CRM, and gen-AI related.

The analytics tools (capturing raw behavioural events) are evolving to turn those raw signals into something a bit more readable for the marketer. Shopify's dashboards, GA4, Triple Whale will all tell you useful stats, and are starting to surface insights automatically.

The CRM/marketing automation players are incorporating agents that build workflows for you. Klaviyo has integrated with Claude so you can chat about your store's data, and Braze's Operator can build you an agent on request.

Then there's the creative AI tools like Jasper and Typeface, plus a dozen others designed to write you an email, design a banner ad, or write an article from a prompt.

Nothing I've seen has seamlessly incorporated all three of these layers. It's the marketer that still has to read the insight from one, pull an audience, create that audience in CRM, create the creative for that audience in another, host that creative, update their campaigns, etc. Then you have to do that for all your audiences.

Nobody has time to do all that at scale, or even knows if it is WORTH doing at scale yet.

I'm looking for the system that executes that loop continuously. I'm not sure if it's an external orchestrator that APIs into the three other systems (the best-of-breed approach favoured by Enterprise), or if there's one that does it all (the all-in-one approach favoured by lower and mid-market).

With Hyp I'm going for the all-in-one approach, although I suspect in the future other vendors will be able to create unique capabilities I'll have to incorporate via API. For example, should I really build a system that takes a prompt and builds a full email, or should I just build the system that writes the prompt, calls an external API, and saves the result.

I'm not sure I'll know the answer until clients start using the platform, and the market evolves.

Right now I have to push on with the core functionality of making the system intelligent enough to create those prompts (the brain) and then I can decide who builds the legs.