For better or worse (almost surely, worse), AI will increasingly generate content posted by influencers. Adauris does its bit by converting marketing materials into an audio program script, recording it with AI voices, and distributing the result to podcast channels. They’ve just been bought by Landbase, which uses AI agents to build and execute B2B lead generation campaigns. Landbase announced a $30 million Series A last month.
Influencers are important in B2B, although you’re unlikely to buy a CDP through a social media post. This LinkedIn study offers insights into the kinds of B2B influencers that are most effective (spoiler alert: thought leaders, not company employees) and, less obviously, finds that short-form social video has the highest ROI, beating even brand storytelling and testimonials and demonstrations.
Match Group has been fined $14 million after the US Federal Trade Commission found their sites, including Match.com, OkCupid, and PlentyOfFish, were not meeting consumer obligations particularly regarding guarantees, cancellation requests, and honoring ads that touted a free subscription if users didn’t “meet someone special.”
It barely feels like news when industry giants add AI features, since that’s what they’re expected to do. But lots of people use their products, so their announcements are probably of higher interest than most. With that in mind, let’s note that Adobe has just announced general availability of agents for audience creation, journey orchestration, experimentation, journey insights, website optimization and agent support.