News - CDP Institute - Page 66

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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.

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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.

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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.

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At a pre-holiday strategy meeting, Google CEO Sundar Pichai told employees that ChatGPT “is becoming synonymous to AI the same way Google is to search.” Google is not giving up, however, planning heavy investment in its own Gemini technology. It is also facing challenges in the search space from OpenAI and Perplexity.

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Adtech platform Digital Remedy has announced the launch of a new reporting and performance platform. The platform provides performance reporting across CTV/OTT and programmatic media. Cross-channel metrics offer the opportunity for real-time campaign optimization.

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The Customer Data Platform industry is shifting to new users, industries, and regions for a second wave of growth, according to the latest member survey from the Customer Data Platform Institute. Great progress has been made towards customer data unification in recent years, with more than half of survey respondents (57%) reporting for the first time that they have a unified customer database and 68% reporting a deployed CDP.

Press Releases & Coverage

Google goes head-to-head with SearchGPT, planning to add an AI Mode tab to existing search tabs like All, News and Images. AI Mode will send users to a Gemini-like interface where they can interact and ask follow-up questions. Some reports suggest voice interaction may also be available, but Google’s not talking.

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Forget those rumors of stack consolidation: Ascend2 reports that 63% of marketing decision-makers plan to spend more than 20% of their 2025 budget on martech, more than double the share in 2024. Over 50% rate social media as the top area for investment in 2025, with CRM running next at 43%. Sadly, CDPs rank last at 20%.

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Let’s end the year on a positive note: 75% of marketing executives told 10Fold they’re optimistic about having bigger budgets in 2025. Over 450 marketing executives in (primarily B2B) technology organizations revealed that they prioritized spending in digital channels including websites, digital advertising, social influencers, webinars and virtual events. Print advertising (remember that?) was bottom of the priority list.

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The federal Cybersecurity and Infrastructure Security Agency (CISA) has warned against using SMS as a second factor in two-factor authentication. SMS messages are not encrypted and can be read by bad actors accessing the telecomms network. This follows reports in October of a major breach by hackers aligned with the Chinese government.

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There were few surprises in the five trends highlighted by a new Google report. Multimodal AI, the evolution of multi-agent AI systems, assistive search, AI powered CX and AI-improved security were all highlighted. The surprise might have been that the work for the report was done by Notebook LLM; then again, perhaps not.

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The martech space saw some recovery during H2 2024 with some major M&A announcements and several IPOs according to research by Founders Advisors. They highlight the huge acquisition of IPG by Omnicom this month as well as Innovid’s acquisition by Mediaocean. An active 2025 is anticipated with entrepreneurs and private equity firms considering exit strategies.

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