Gartner defines account-based marketing (ABM) platforms as software that enables B2B marketing and sales teams to run ABM programs at scale, including account discovery and selection, planning, engagement and reporting. ABM platforms enable the creation of target account lists by unifying first- and third-party data. In addition, they may engage audiences by activating channels such as display advertising, social advertising, email and sales engagement using a mix of native capabilities and integrations.
Artificial Intelligence (AI) refers to products and services that enable machines to perform tasks typically requiring human intelligence—such as learning, reasoning, problem-solving, perception, and language understanding. This category includes markets that focus on helping organizations build, deploy, and scale intelligent systems, utilizing AI across multiple industries through technologies like machine learning, natural language processing, computer vision, and generative AI.