Automated marketing platform HCL Unica’s V12.1.10 release presents new AI features including AI-based predictive models. These will identify high-value prospects, products to recommend, next-best-channel for the recommendations and optimized send times. AI will also refine customer segmentation based on multiple data sources.

Based on multiple sources, including surveys of 1,500 B2B buyers and 1,500 B2B marketers, Digitalzone found that 32% of AI purchasers reside in IT. That doesn’t mean AI purchasing is confined to tech; it stretches across many departments including finance (12%) and procurement (11%). Marketing, however, is low on the ladder with just 7% of AI buyers.

Databricks is highlighting its interest in marketers through out-of-the-box integrations with partners including Adobe, Braze, Salesforce, MessageGears, and Tealium. All will be able to run campaigns using information in the Databricks data intelligence platform without data syncing or copying.