AI agents will combine with iPaaS (integration-platform-as-a-service) products to become the central orchestration point for apps in the martech stack. According to Chief Martec Scott Brinker, AI agents can communicate with other software through APIs or by mimicking human interaction (keystrokes, etc.). Vendors such as Salesforce are rushing to promote their own agents for this purpose.
Marketers integrating genAI into their content creation process save 114 minutes weekly (98 hours per year) according to a study by Adobe. They use the time saved to improve work quality (61%), improve work-life balance (49%), and learn new skills (45%). Naturally, Adobe nominates Adobe GenStudio as tool of choice.
Growth in the CDP space is being powered by a shift to new users, industries and regions, according to the latest membership survey by the CDP Institute. Deployments are increasing for B2B firms, mid-size businesses, and companies outside the Americas. Download the report free here.
Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever. Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”. Kantar Media accounts for 4,500 of Kantar Group’s 25,000 employees.