CDP Institute

Mobile marketing analytics platform AppsFlyer has adopted a model context protocol, the solution developed by Anthropic that helps AI communicate with external tools and systems. The MCP allows a user’s LLM of choice (ChatGPT, Claude, etc) to query AppsFlyer data, including attribution, analytics and audiences. The aim is to make those data insights available through natural language conversations.

In the spirit of keeping tabs on AI, fake account and disinformation detector Cyabra is now on the track of deepfakes — convincing, AI-powered media manipulations. Its two proprietary AI models, PixelProof for images and MotionProof for video, aim to detect tiny pixel, motion and lip-sync inconsistencies. Cyabra expects the solutions to be of interest to governments as well as brands.

Has AI entered the “trough of disillusionment”? Apparently not: of 600 B2C marketers surveyed by Invoca, 94% report AI-powered revenue growth and 80% were delighted with ROI (only 3% were unhappy with it). They’re pretty pleased with themselves as well: 92% say they’re AI experts or advanced users.

If a TV manufacturer like Roku can sell ads, why not a brand that makes personal computers? Hewlett Packard has been courting advertisers with the concept of the HP Media Network, according to reports. Given the distribution of HP PCs, the network might reach 830 million people globally across more than 100 million devices. The network would primarily offer laptop-targeted ads and streaming services.

OpenAI sees a new source of revenue from ChatGPT, say people familiar with the proposal. Currently, it displays products with links to the sellers’ websites, but a payment checkout system would allow it to earn a commission on sales. Along with partner Shopify, it has been showing versions of the system to brands.

Ecommerce marketing automation platform Klaviyo is looking to make agentic AI shopping available beyond the enterprise. Klaviyo’s Conversational AI Agent will interact with customers using real-time session data, storefront knowledge and the marketing savvy of the Klaviyo Data Platform. Trained on the brand’s own product catalog and FAQs, it will offer answers to common questions and product recommendations.

Customer service provider Zendesk has acquired AI-native analytics platform HyperArc. Zendesk users should experience enhanced reporting with genAI-powered insights. HyperArc’s technology will build on the existing foundation of Zendesk’s Explore analytics solution.

Cyara is announcing the general availability of an enhanced customer experience assurance platform. It features AI-powered monitoring and validation of customer experience performance including monitoring increasingly important conversational and agentic AI-driven CX. This represents an evolution from Cyara’s roots in CX testing.

Seventy-five percent of B2B marketers feel that 10% of their leads are inaccurate, stale or non-compliant, according to a new report from Integrate. More than 60% say that bad data disrupts lead handoffs to sales and has a negative effect on sales productivity. As for a solution, over 90% of respondents say they are investing in automated governance for lead data.