Bored with agents? Looking for the Next Big Thing? This Winterberry Group reports says it’s “contextual commerce”, which “enables transactions directly within content, apps and platforms that users already engage with.” This (very long) David Raab blog post argues for something similar.

Call tracking and conversation analytics platform Invoca has acquired Symbl.ai, an LLM trained on human conversations. Using Symbl technology, Invoca plans to capture the real-time flow of conversational interactions, surfacing emotional and contextual insights for the immediate use of human agents. Symbl will also be able to perform tasks like booking an appointment in the absence of human agents and when contact centers are closed.

Composable CDP Hightouch is introducing same-session personalization, providing the ability to combine warehouse data and real-time signals during real-time interactions. It requires caching audience data outside of the data warehouse, bending the company’s “no copy” rule. This blog post explains how they do it.