AI News

SAP today announced it is renaming its SAP Emarsys solution to SAP Engagement Cloud. The rebrand is part of a larger SAP strategy to make engagement a core enterprise capability across the company’s portfolio.  But it’s not just a name change, Joanna Milliken, head of SAP Engagement Cloud, told MarTech.  “With Engagement Cloud, we really […]

Google is rolling out Scenario Planner, a no-code tool designed to make its Meridian marketing mix model accessible to marketers who do not have a data science team on speed dial. Marketing mix modeling has long promised rigorous, data-driven budget optimization. The problem has always been usability. Scenario Planner aims to change that by turning

Are you destined to lead a brand that can no longer be found by the systems your customers trust most? The traditional digital discovery landscape has shifted so fundamentally that many established marketing playbooks now read like ancient history. As consumers continue to adopt AI-based search tools over traditional search methods, the risk of losing

The latest GTM Effectiveness Report from Proof Causal.ai and Fiduciari makes the numbers difficult to ignore. Across enterprise B2B go-to-market functions, roughly 53% of GTM spend was ineffective across a basket of approximately 500 public companies. Among private startups and scaleups to which Proof had access, the inefficiency rate climbed above 70% before causal relationships

Your best performers in sales will almost always succeed. The poor performers will always struggle. But there’s a middle ground that contains more than half of the sellers in any given organization, and today’s CRM applications aren’t helping them improve. That’s the opinion of David Roberts, CEO of SugarCRM. But Roberts has hope.  AI has

Traffic from AI chatbots converts at a higher rate than traffic from Google. That’s according to Airbnb CEO Brian Chesky, who dropped the data point during the company’s Q4 2025 earnings call. “And what we see is that traffic that comes from chatbots convert at a higher rate than traffic that comes from Google,” Chesky

When I talk to B2B brands about potential CTV campaigns, one question comes up over and over: How do you show your ads to the right audiences? It’s a great question. Unlike broad-appeal ecommerce or B2C brands, B2B companies usually have much smaller groups of people in their ideal customer profile (ICP), and there’s a

People may debate which Super Bowl ad was the best, but there’s no question which was the most consequential — and not in a way the brand wanted. The Ring ad “Search Party” ran in the third quarter of the game, and it’s easy to understand why someone thought it was a good idea: It’s

Every year, marketers analyze performance data from the holiday shopping period to understand how consumers are buying and where marketing strategies are working. While topline growth always draws attention, the most valuable insights often come from how purchases happen rather than how much was spent — defying last year’s pessimistic forecasts. Despite ongoing concerns around

There’s an old urban planning legend about paving the cow path. The story goes that when the city of Boston was being laid out, the planners didn’t design new roads, but paved over the wandering, meandering trails that cattle had worn into the dirt over centuries. The resulting network goes in nonsensical circles, takes twice