BlogIn conversation with Ometria's founders: How to build a marketing tech stack fit for the future
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In this episode of Retail Intelligence in Action, we sat down with Ometria founders Ivan Mazour and Djalal Lougouev to unpack what a next-generation marketing technology stack should look like - and how brands can practically build it in the age of AI.
From the risks of fragmented technology to the urgency of building a data foundation, the conversation offered a clear roadmap for retailers looking to thrive in an AI-driven world.
Keep reading for the key takeaways.
"Many brands will struggle to adapt AI quickly, but the biggest risk is doing nothing."
— Djalal Lougouev, CSO and Co-Founder, Ometria
Despite a decade of progress, the reality is that most retail brands are still playing catch-up with consumer expectations.
Platforms like Ometria’s CDXP have helped marketers close the gap, but as Ivan Mazour notes, many still struggle to deliver that “warm, fuzzy feeling” - the hallmark of a truly standout customer experience - with their current tech.
AI promises to change that. For the first time, brands will be able to deliver true 1:1 personalization at scale, creating meaningful, emotionally resonant experiences on every channel, all the time. The leaders who act now will pull ahead; the laggards risk being left behind.
Advice for marketing leaders: Don’t wait for perfect readiness - start experimenting with AI now. Pilot small, measurable initiatives that enhance the customer experience, and learn as you go.
“Over the last five years or so, brands have been prioritizing best-of-breed point solutions. And the result has been a Frankenstein enterprise solution which you can’t actually leverage because it's not connected.”
— Djalal Lougouev, CSO and Founder, Ometria
In recent years, the focus for many retail brands has been on building a tech stack composed of ‘best-of-breed’ point solutions, whether they be for email, SMS, loyalty, personalization, or beyond. Each tool delivers value in isolation, but together, they often create a tangled web of disconnected systems.
The result is a “Frankenstack”: multiple platforms that don’t communicate effectively, leaving marketers with fragmented data and inconsistent customer journeys. And this fragmentation becomes a serious barrier when it comes to AI. Machine learning models require full visibility into the customer journey to generate meaningful insights. Without unified data, AI is effectively working blind.
Advice for marketing leaders: Audit your tech stack. Identify overlapping or disconnected tools, and focus on consolidating around a unified platform that can power cross-channel orchestration and AI insights.
"If you take the time to build a solid data foundation now, your business won’t fall behind, but without it, every year you start falling behind, and eventually it’ll be too late."
— Ivan Mazour, CEO and Founder, Ometria
AI’s effectiveness depends on one thing above all: data quality. Without clean, complete, and consolidated data, even the most advanced models can’t deliver reliable results.
Mazour urges brands to treat their data foundation as a strategic priority - not an afterthought. That means focusing on:
Advice for marketing leaders: Dedicate the next 12 months to data hygiene and governance. It’s not a sunk cost - it’s the foundation upon which future competitiveness depends.
"To succeed with AI, you need buy-in across the C-suite: CEO, CMO and CTO with clearly defined goals. Otherwise, even the best tech can fail."
— Djalal Lougouev, CSO and Founder, Ometria
AI success doesn’t start with technology, it starts with leadership alignment.
At many organizations, AI initiatives emerge from fragmented efforts: board members pushing to “do AI,” marketing teams chasing trends, and IT departments experimenting in isolation. This approach almost always leads to disjointed results and stalled progress.
Instead, Lougouev argues for alignment from the top down. The CEO must define the strategic intent, the CMO should lead execution and ensure customer focus, and the CTO/CIO must handle governance, security, and scalability.
Advice for marketing leaders: Before investing in AI tools, align on the “why.” Ensure every stakeholder, from CEO to CMO to CTO, shares a clear vision, measurable goals, and accountability for results.
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If you’re curious to see how AI can help your team build more authentic, meaningful connections at scale, explore Architect AI from Ometria.
Want more insights like this? Explore the full Retail Intelligence in Action series, every episode offers a fresh perspective on how AI is reshaping retail.
“It was really important for us to find not just a platform but a partner that emulated our culture, enabling us to get our campaigns to market with speed and efficiency, while also remaining true to our brand. We can’t wait to move with agility in the coming months while working with true retail experts.”
