Let’s start with your journey—how did EX.CO come to life, and how has your mission evolved over the years? EX.CO is a video technology platform purpose-built for publishers, and we’ve been on this journey for over 11 years. When we started, our focus was on creating interactive content experiences that would help publishers engage their digital audiences. Over time, we realized that video was not just the most engaging format, but also the most lucrative when it comes to monetization. With the rise of platforms like TikTok and Instagram, and the growing complexities in programmatic advertising, our mission has become even more vital. We aim to be true partners to media companies—allowing them to focus on storytelling while we handle the technology that helps expand their revenue, without compromising the user experience. Today, we’re proud to be the top revenue generator for many of the world’s leading media groups. As a digital storyteller, what are five core fundamentals that should guide every B2B marketing plan? There are five fundamentals I always return to: Especially in B2B tech and media, adaptability is everything. You don’t just create a plan—you build it knowing you’ll likely need to evolve it. AI is reshaping the content landscape. How do you see it impacting content monetization and automation today—and in the near future? AI is already making waves across the media industry—enhancing ad targeting, automating auction processes, improving fraud detection, and ensuring brand safety. One of the biggest values it brings is efficiency—helping teams scale previously manual processes, from translations and editorial workflows to video content generation. At EX.CO, we acquired a company in 2022 that had developed an AI-driven recommendation engine. It’s now integrated into our video platform, helping match the most relevant video to every piece of written content. This reduces manual effort and boosts page engagement and yield. We’re also constantly exploring how AI can support video creation—making it scalable without the usual high production costs. Importantly, our goal is to support AI that enhances journalism, not replaces it, and to advocate for proper attribution when publisher content is involved in training AI models. What common mistakes are you seeing marketers make with AI-powered content and engagement strategies? The biggest misstep? Lack of authenticity. AI-generated content is everywhere now—and audiences are getting better at spotting it. You can often tell when something was written by a machine: the phrasing feels off, the tone is generic, and the human touch is missing. Ironically, imperfections often make content more engaging. So in B2B marketing, where connection and clarity matter, staying human—even with AI support—is essential. What are some standout ways you’ve seen brands successfully use AI in creative or meaningful ways? Some of my favorites have come from the food and beverage space: While these are fun and eye-catching, the deeper value will come from brands using AI to solve real problems. One standout example is Asics, who used AI to create a more inclusive vision of fitness by inviting people to upload their own workout photos. This helped teach the AI to recognize and represent a more diverse range of healthy bodies. Looking ahead 10 years, what are your top five predictions for AI in marketing technology? Great question—and if I’m being honest, in 10 years I might be letting a very advanced version of ChatGPT answer it for me! (Though today’s version still lacks a bit of creativity.) That said, here are my five thoughts: MartechHeads Takeaway:Shachar Orren’s insights underscore a critical shift: the future of content monetization and MarTech lies not just in automation, but in authenticity, strategy, and responsible innovation. As AI continues to mature, it will become a co-pilot—not a replacement—for marketers aiming to build meaningful engagement and measurable results.
Shachar Orren, CMO & Co-Founder at EX.CO, on Video, AI, and the Evolving Future of Content Monetization
