AI models in isolation have limited utility. They need to connect to your data, tools, and services. MCP standardizes how these connections work.

Why MCP Matters

Before MCP, every AI integration was custom. Connecting AI to your CRM meant building proprietary integration. Connecting to a different tool meant building another. MCP provides a standard protocol so tools built once work across compatible systems.

How MCP Works

MCP defines how AI models request context, how external systems provide it, and how responses flow back. It covers authentication, data formats, capability discovery, and error handling. Think of it like HTTP for AI integrations.

MCP in Marketing Technology

For marketing platforms, MCP enables AI to connect to CRMs, analytics tools, DAMs, and other systems through standard interfaces. This reduces integration complexity and enables richer AI capabilities that span your entire technology stack.