Game developers once feared that players would resent seeing ads, but, well, money. Leading game engine Unity, which released its first ad platform in 2021, just replaced it with a new version that will ingest gamer data from across the Unity eco-system. The new system uses an adaptive model to teach itself how to make ads more effective for certain audiences.
Today’s frontier in AI-land is agents reading external data (MCP) and cooperating with other agents (A2A). So it’s almost charmingly retro to see digital experience vendor Optimizely proudly announce that its upgraded Opal AI tool lets users create embedded agents with access to data across the Optimizely One platform. Users also get a new interface, prebuilt tool library to tackle tasks like creating presentations and analyzing web pages, and agents that specialize in specific marketing tasks.
Israel-based Sett has raised $15 million in Series A funding to further develop its game-related agentic AI platform. The platform machine-learns from live campaign data and competitor behavior to generate high-performing marketing content for retention and acquisition. Near as we can tell, it doesn’t produce the games themselves…yet.
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.