MarTech Podcast ™: "CMO and Former Meta AI Marketer on AI’s Reality Check"

Date: November 3, 2025
Host: Benjamin Shapiro
Guest: Noha Rizk, CMO of Incorta (formerly Meta AI marketer)

Episode Overview

This episode explores the tangible realities behind AI-driven business transformation, focusing on the importance of live data and real-time analytics in the modern data stack. Benjamin Shapiro discusses with Noha Rizk the obstacles companies face in moving beyond legacy systems, how to identify real ROI in AI and data migrations, and which industries benefit most from real-time data. They candidly debate the balance between creativity and structure in data use and decision-making, offering nuanced perspectives based on Noha’s experience at Meta and Incorta.

Key Discussion Points & Insights

1. Why Companies Still Rely on Legacy Data Dashboards

[02:15-04:16]

• Legacy lock-in: Many organizations remain tied to outdated, fragmented, and costly systems due to previous investments and reluctance to change.
• Human behavior: Change is hard, and people are often comfortable with the systems they know.
• Current state of the modern data stack: It’s broken, requiring staging and conforming data to outdated models for backward-looking reports.
• AI on old infrastructure: Many are attempting to use AI as a quick fix without addressing foundational data issues.
  • Quote: “People are just committed to legacy systems...changing those systems is difficult. Sometimes it's also hard to change user behavior.” — Noha Rizk [02:47]

2. The Real Challenge: Migration & Strategy

[04:16-07:47]

• AI is forcing a re-examination of core data practices, not just surface-level migrations.
• Migration to real-time infrastructure is both a human and technical problem.
• The temptation is to use AI to automate existing (but flawed) templates/processes rather than rethink the core problem.
  • Quote: “Instead of duplicating and automating, it is fundamentally rethinking that requires so much brain power. It is, it is exhausting.” — Benjamin Shapiro [07:09]

3. How to Approach Migration to Real-Time Data

[07:47-10:57]

• Cost and complexity: Real-time systems are expensive and risky (fear of data loss, complexity in live querying).
• ROI focus: Identify where real-time insights yield true incremental business value—don't try to overhaul everything.
• Incrementality mindset: Brought from Meta, focus on which changes bring incremental value worth the migration pain.
  • Quote: “You have to really think through where in your organization there will be incremental value.” — Noha Rizk [08:34]
  • Quote: “The right way to do it is ... see, what are the pockets within my company where this will actually give me incremental value so that this ROI starts to compute, so that that pain of migration starts to become worthwhile?” — Noha Rizk [09:11]

4. Industry Examples: Where Live Data Matters Most

[10:57-16:13]

• Retail & food: Live data reduces waste (dynamic inventory management and promotions).
• Supply chain & manufacturing: Real-time factory floor insights drive efficiency and cost savings.
• Finance: Rapid reaction to market signals is mission-critical.
• Use case: Customer with 3,000 stores using real-time data to move products, drive promotions, and maximize revenue.
  • Quote: “In the food retail business, just figuring out what items are moving in their store at what times of day and being able to optimize for waste...live data helps them optimize that waste.” — Noha Rizk [11:28]
• Real-time messaging: Not just generic—e.g., flu surges at CVS can prompt targeted vaccination notifications.

5. Where Doesn’t Live Data Matter?

[16:13-18:47]

• Hard to declare any sector immune; even education (previously thought to be unlikely) now needs real-time insights as curricula move online.
• Key idea: There are always “low-hanging fruit” applications; elsewhere, ROI is less direct but still impactful in creative ways.
  • Quote: “Technology is just becoming so pervasive in so many different fields that I, sitting on the fence would not have imagined. And I think this is the real unlock for me—live data unlocks creativity.” — Noha Rizk [17:41]

6. The Debate: Unlimited Data Access vs. Analysis Paralysis

[18:47-25:25]

• Ben’s concern: Too much data, or too easy access, can lead to “analysis paralysis.”
• Noha’s counterpoint: Creativity and “aha moments” come from being able to ask unlimited questions and follow data rabbit holes.
  • Meta case study: Marketplace’s pivot from C2C to C2C shipping during COVID came from querying user patterns and being open to new insights.
    • Memorable story: “If we didn’t have the curiosity to dig into behaviors and start to see signals that people were trying to find alternate ways to exchange … we wouldn’t have said, okay, let’s provide C2C shipping ... which allowed this product to go from good growth cycles into hockey stick growth.” — Noha Rizk [22:17]
• Balance needed: Businesses need clear KPIs/North Star metrics AND the ability to dig deeper as trends change.
  • Quote: “Creativity is helpful. Sure, it can be a waste of time 80, 90% of the time, but you can't design for the aha moments. You can't put rigid rails around the aha moments.” — Noha Rizk [23:44]
  • Quote: “I actually believe you need both. ... You still need your KPIs. The live data helps you understand why, and that's an incredibly powerful tool.” — Benjamin Shapiro [25:09]

Notable Quotes & Memorable Moments

• “People are just committed to legacy systems...changing those systems is difficult.” — Noha Rizk [02:47]
• “Instead of duplicating and automating, it is fundamentally rethinking that requires so much brain power. It is, it is exhausting.” — Benjamin Shapiro [07:09]
• “You have to really think through where in your organization there will be incremental value.” — Noha Rizk [08:34]
• Real-time creativity unlock: “Live data unlocks creativity...Business users need to have the ability to ask unlimited questions.” — Noha Rizk [17:41]
• Meta Marketplace story: “We wouldn’t have had an aha moment...let's provide C2C shipping, which allowed this product to go from good growth cycles into hockey stick growth.” — Noha Rizk [22:17]
• On the need for balance: “You can't design for the aha moments. You can't put rigid rails around the aha moments.” — Noha Rizk [23:44]
• Summary of balance: “You still need your KPIs. The live data helps you understand why, and that's an incredibly powerful tool.” — Benjamin Shapiro [25:09]

Timestamps for Key Segments

• [02:15] – Why organizations struggle to move from legacy dashboards to real-time data
• [04:16] – Human factors in tech migration and the exhaustion of true innovation vs. automation
• [07:47] – Calculating ROI and where to prioritize real-time data migration
• [10:57] – Industry examples and success stories in retail/supply chain/finance
• [16:13] – Sectors where live data initially seems less relevant—and why that’s often a false assumption
• [18:47] – The analysis paralysis debate; Meta Marketplace during COVID as a case study
• [24:57] – The synthesis: combine clear KPIs with the freedom to query and explore

Takeaway

The conversation emphasizes that the future of business intelligence lies in a thoughtful adoption of live data and AI—not as “magic” overlays, but through strategic, incremental improvements. Organizations should focus on high-ROI pockets, embracing both structured metrics and the power of creativity unlocked by live analytics. As Noha Rizk puts it, the real value of live data is in “unlocking human creativity”—but only if guided by clear business goals.

Guest & Resources

• Noha Rizk on LinkedIn (see show notes)
• Incorta — incorda.com

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