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Enterprises love the activation dream. Real-time personalization, omnichannel orchestration, journeys that actually feel one-to-one. They buy all the technology, thinking it will make the dream real, only to find it is still out of reach. The reason is usually isn’t the activation layer. It’s the missing layer underneath it. Customer data platforms excel at the […]

A few weeks ago, researching software for a project, I did what millions of people are doing these days and opened ChatGPT instead of Google. It quickly recommended four vendors, explaining how they differed, and suggesting one as the best fit for my use case. It wasn’t until I was done that I realized all

AI-referred traffic to brand websites increased 632% in roughly 10 months, according to data from Contentsquare, an experience analytics platform. The move away from organic traffic is happening faster than the mobile revolution a decade ago, and most brand websites weren’t built for it. But here’s the twist. A drop in referrals doesn’t necessarily mean

Your DAM is working. Assets are centralized. Metadata is applied. Roles and permissions are in place. By every standard measure of a digital asset management (DAM) implementation, you succeeded. And yet, campaigns still launch late. Engineering is still fielding requests to resize hero images. The regional team in APAC is re-uploading files into the local

I sit through a lot of vendor pitches and conference keynotes. After enough of them, the slides blur. AI-powered routing. AI-powered insights. AI-powered content. By the third talk, you can’t tell whether you’re being sold the same product four times or four products once. The term is broad enough to cover anything, which is the

AI is forcing marketers to question decades of accepted best practices because the assumptions those practices were built on are changing, according to new research. A paper by Prof. Rajan Varadarajan of the Mays Business School at Texas A&M University, published in “Marketing Strategy Journal,” says AI is changing how decisions are made on both

According to a June 2026 McKinsey article, 96% of CMOs surveyed agreed with the statement, “I feel excited about the possibilities of AI at work.” Is that excitement translating to action? That’s the question CMOs need to address right now. The survey also found, “only 28% of marketers from our survey view their companies as

Ask a performance marketer which numbers they check every morning and you’ll get the same list: CPM, CTR, CVR, ROAS. Ask them their match rate on Meta or Google, the share of an audience they uploaded that the platform could actually recognize and target, and you’ll usually get a pause. Most teams don’t track it.

Most connected TV (CTV) incrementality tests fail before a single ad runs. They don’t fail because the media underperformed, but because the test produced a number that looks convincing without proving anything. This failure matters more every quarter because the people who control the budget increasingly want more proof that CTV works. Coming into this