CDP Institute

Twilio Segment has added AI-assisted audience creation features.  CustomerAI Recommendations will select customers most likely to purchase a specific product, brand, or category, while CustomerAI Generative Audiences builds complex audiences based on a simple text prompt.  The announcements were made at the company’s SIGNAL São Paulo event.

CDP Reltio is expanding its partnership with workflow automation platform Workato to power the newly launched Workato Data Hub. The Hub will pair Reltio’s Customer 360 product and data management offering with Workato’s own data orchestration capabilities. The aim is to activate data in real time around business processes, applications and decision-making.

Meta and Universal Music Group (UMG) are expanding their partnership to support global creative and commercial opportunities for artists and songwriters across Meta’s platforms. Although details are unclear, there will be monetization opportunities around short-form video for UMG artists and the companies will work together to combat unauthorized AI content. Fair compensation for artists and songwriters is another goal.

Open AI shared its safety scorecard for recently released LLM GPT-4o, revealing that it scored “low” in preparedness categories such as defending against cybersecurity threats. OpenAI is also moving to mitigate risks associated with generation of copyright content and “disallowed” (erotic/violent) content as well as unauthorized voice generation. More broadly, the scorecard illustrates how risky advanced LLMs can be without adequate governance and guardrails.

Distinguishing humans from bots has become a pressing problem, especially when it comes to fraud. Experian has acquired NeuroID planning to leverage its behavioral analytics in support of the Experian fraud risk suite. In particular, NeuroID is seen as helping combat AI-powered fraud through its detailed analysis of user behaviors as simple as form-filling.

IP addresses are not stable identifiers for households. Through its new Performance Suite, FreeWheel will combine buyer’s first-party IDs, permissioned IDs from a network of premium publishers and leading identity graphs to improve targeting without sacrificing reach. The Performance Suite solutions are designed for activation through Beeswax, FreeWheel’s DSP.

“Distraction Control” is a feature Apple is rolling out for the iOS 18 Safari browser with no fanfare at all. Now available in iOS 18 developer beta, it will allow users to selectively and persistently block website features they find, well, distracting. That includes pop-up forms, banners, sign-in windows and, the one that’s sparking concern, ads.

Amazon has extended its social commerce tentacles to TikTok and Pinterest ads, enabling users to make Amazon purchases without leaving the apps. Users have to link their Amazon account to their app profile and Amazon keeps all the resulting data. Walmart already partners with TikTok on shoppable live streams.

Only 13% of companies restrict the corporate data that can be used in AI models and over 30% have no restrictions at all on users, apps or data, according to this Komprise survey of 300 global enterprise IT leaders. Nearly one-third (32%) are building proprietary learning models. In part it’s a staffing problem: 60% say they need more staff skilled in security, compliance and sensitive data.

Zeotap, a CDP focused on EMEA markets, has partnered with MetaRouter to help the secure and efficient management of customer data. MetaRouter offers server-side tag management and real-time event routing. It will collect and feed enriched behavioral data into Zeotap for segmentation and activation.

Brands that get personalization right are 71% more likely to report improved customer loyalty and 48% more likely to exceed their revenue goals, according to a report from Deloitte. Deloitte published its previous personalization report in 2022, since when the number of brands putting personalization at the center of customer experience has risen 50%. Disappointingly, although brands personalize over 60% of customer experiences, the customer only notices 43% of the time.

The most popular use case for AI among marketers (80%) is reducing time on repetitive tasks, according to a sample of some 1,800 surveyed by the Marketing AI Institute. Most (68%) feel positive about AI’s impact, even though 47% think it will eliminate more jobs than it will create. Interestingly, rather than boosting AI’s creative capabilities, respondents repeatedly refer to AI freeing humans up to do creative work.