Data access vendor Hightouch has released Personalization API, which provides real-time access to cloud databases.  Don’t get too excited: the data will only be as current as the underlying data warehouse, which is rarely itself updated in real time.  And, as the company notes in a very interesting accompanying blog post, the data is actually loaded into an intermediate “distributed, multi-region data store”, not read from the warehouse directly.

I no longer use Twitter, but apparently it has become the “free-for-all hellscape” that Elon Musk promised to avoid.  Advertisers who support this can limit the damage to their brands with new services from Double Verify and Integral Ad Science.  Both measure the content that’s adjacent to brand ads, although they’re only reporting after the damage is done.

CX management platform Sprinklr is introducing “digital twins.” Not your average chatbot, a Sprinklr digital twin is more like an AI-powered employee, able to plan actions, create workflows and make decisions, but at speed and at scale. They are said to be more easily trained than chatbots and can operate within brand policies and guardrails.