ON24 Next Recap: Harnessing AI and First-Party Data for Smarter Marketing

This is an AI-generated blog based on the ON24 Next event, automatically created through the ON24 Intelligent Engagement Platform’s AI-powered ACE. 

In today’s rapidly evolving marketing landscape, staying ahead is crucial for driving meaningful audience engagement and achieving measurable business outcomes. The integration of artificial intelligence (AI) with first-party data is reshaping how businesses connect with their audiences, making it essential for marketers to adapt and leverage these innovations effectively.

That’s why ON24 has launched ON24 Lumina, a new design system that elevates digital engagement. Alongside enhancements to first-party data capabilities and personalization tools, ON24 is redefining how marketers create, scale, and optimize audience interactions. These advancements empower businesses to drive more meaningful connections, maximize engagement and turn insights into measurable outcomes.

This blog explores key trends shaping the future of marketing and how businesses can harness these advancements to create impactful, data-driven experiences. By embracing AI, marketers can deliver more targeted and effective campaigns, optimize marketing budgets and foster deeper customer connections, ultimately driving better results and higher ROI.

Introducing the ON24 Lumina Design System: A New Standard for Digital Engagement

As audience expectations continue to evolve, marketers need solutions that drive deeper engagement and provide actionable insights. ON24 Lumina is designed to do just that.

The ON24 Lumina Design System enhances digital engagement by integrating AI-driven analytics, personalization and first-party data insights into a unified platform. With ON24 Lumina, businesses can:

• Gain deeper audience insights with AI-powered analytics that illuminate engagement trends and intent signals
• Personalize every interaction with dynamic content tailored to individual audience preferences
• Streamline workflows by integrating marketing and sales data, ensuring teams can act on insights in real time

Beyond the ON24 Lumina Design System, ON24 has introduced additional enhancements to its platform, further enabling marketers to create, scale and optimize engagement. These advancements reinforce the power of first-party data, automation, and AI-driven content strategies to drive measurable impact at every stage of the customer journey.

AI and Data Insights Revolutionizing Business Strategies

With ON24 Lumina and our latest platform enhancements, marketers can now leverage first-party data and AI to deliver more personalized, measurable engagement. Here’s how these innovations are reshaping marketing strategies.

Artificial intelligence is transforming business operations, with investments in generative AI skyrocketing to $25.2 billion last year, nearly eight times more than the year before. Companies using AI report significant benefits, with AI adopters seven times more likely to exceed their organizational goals. AI-powered content generation allows marketers to scale content efficiently, repurpose top-performing material into new formats and expand reach across channels without additional effort. 

For example, Flexential reduced content creation time by 75% by integrating AI into their workflow. Similarly, Plante Moran leveraged AI to generate eBooks, transcripts, white papers, and key moment videos, transforming a single webinar into a comprehensive multichannel campaign.

The importance of first-party data has become more critical, especially with increasing privacy regulations and the decline of third-party cookies. The challenge isn’t just collecting data, it’s capturing the right insights and making them actionable. With deep first-party data capabilities, businesses can track audience engagement at every touchpoint, equipping go-to-market teams with the intelligence needed to drive pipeline impact. 

For instance, NRC leveraged seamless integrations with Salesforce and Pardot to reduce marketing operation setup time by 70%, ensuring that critical first-party insights were instantly available to sales and marketing teams for faster, more precise actions.

Personalization: The Key to Audience Engagement

Personalization plays a crucial role in enhancing audience engagement. People want to interact, feel connected, and stay engaged, and businesses that meet these expectations see significant results. According to ON24’s 2025 Digital Engagement Benchmarks Report, customers with personalization enabled experience a 48% higher call-to-action conversion rate and a 61% increase in resource downloads. Personalization ensures that every touchpoint, from registration pages to post-event content, is tailored to each audience member. Thermo Fisher, for example, achieved a 2.5x increase in webinar-influenced revenue by delivering experiences designed around their audience’s needs, proving that relevant engagement drives results.

The ON24 Lumina Design System is redefining digital engagement by enhancing every interaction and delivering seamless, impactful digital experiences. ON24 Lumina provides insights into audience intent, helping go-to-market teams take meaningful action. By capturing first-party data, businesses can identify engaged users, uncover their interests, and tailor strategies accordingly. AI-driven solutions extend audience journeys, automate nurture campaigns, and maintain engagement long after an event ends, ensuring that every interaction is optimized for success.

AI’s Impact on Marketing Efficiency and Personalization

AI in marketing delivers substantial benefits, including deep insights into audience behavior and preferences. By analyzing data across multiple touchpoints, AI helps marketers identify high-performing content, effective channels, and optimal campaign strategies. This precise targeting and personalization make interactions more relevant, fostering stronger customer relationships and driving higher engagement and conversion rates.

AI also streamlines and automates marketing tasks. From content creation to lead scoring, AI handles time-consuming activities, allowing marketers to focus on strategic initiatives. AI-powered tools can generate personalized content, optimize ad placements, and predict trends based on both real-time and historical data, improving campaign efficiency and effectiveness.

Enhancing customer experience is another key role of AI. By leveraging AI-driven analytics and content engines, businesses can deliver highly personalized digital experiences tailored to audience needs and preferences across multiple channels, including email marketing and social media. AI can create customized landing pages, tailored content recommendations, and dynamic user interfaces, improving the overall customer experience and boosting conversion rates.

AI also helps marketers maximize resources and achieve better results, especially when budgets are tight. By automating tasks and optimizing campaigns, AI stretches marketing budgets and delivers higher ROI. Additionally, AI provides insights into effective strategies, enabling businesses to make informed decisions and allocate resources efficiently. In today’s competitive landscape, agility and responsiveness to market changes are essential, and AI helps businesses stay ahead.

Driving Business Success with AI-Powered Innovation

The integration of AI, first-party data, and personalization is significantly transforming the marketing landscape. These advancements enable businesses to create more effective programs, strengthen audience connections, and achieve measurable results throughout the customer journey. With AI-powered analytics and ON24 Lumina, businesses can continuously refine engagement strategies, ensuring every interaction is optimized for impact. 

As digital engagement evolves, staying ahead of these trends is crucial for long-term success. The ON24’s platform’s latest innovations provide essential tools businesses need to scale, personalize and maximize audience engagement—turning insights into real business outcomes.