Ahead of the upcoming Martech Festival, MTA sat down with Scott Brinker for an exclusive on his session at the event. He explains why prioritization of goals is important before zeroing in on the right tool; and shares his thoughts on the separating the hype from reality for AI in marketing technology, while elaborating on the age-old triangle of technology, people and process. A man with many hats, between ion interactive, chiefmartec.com, and the MarTech conference, he doesn’t have much time for other interests! “Luckily, I’m still as fascinated by the martech space as I have been for the past 10 years. It’s an amazing and dynamic industry,” he says.