Certinia, the leading global provider of AI-powered Professional Services Automation (PSA), announced the acquisition of Moonnox, an AI-native services delivery platform purpose-built for the professional services sector. The acquisition accelerates Certinia’s expansion into AI-native services delivery, giving customers day-one access to a new suite of AI agents that automate administration, project management, and project deliverables, and free up delivery teams to focus on higher-value work. The acquisition extends Veda, Certinia’s AI System of Action, to help customers operate their business and accelerate project delivery.

Today’s service organizations are trapped by manual coordination. According to the 2026 SPI Research Professional Services Maturity Benchmark, employee billable utilization hit a historic low of 66.4% as teams spend time chasing notes, assembling SOWs, and creating status updates from scratch. Generic AI tools only compound this burden, as teams still spend as much time verifying and correcting AI output as they save on generating it. Although standalone AI add-ons can automate isolated tasks, scaling these capabilities securely across an enterprise is a complex challenge. Organizations require context-aware AI that instantly and securely transforms scattered, unstructured data into trusted, actionable insights.

By acquiring Moonnox, Certinia bridges the critical gap between its trusted systems of record and the unstructured, daily interactions where work actually happens, unlocking the collective intelligence of the entire organization across every stage of the delivery process. Backed by Certinia’s scalability, security, and governance, organizations can now win projects with complete confidence that they will achieve the highest margin potential, deliver with quality and precision, and grow customer value.

Also Read: CMOs Shift Budgets Toward Digital Growth: Gartner

Trusted, Real-Time Context Your Services Teams Can Act On

Moonnox strengthens the deep, trusted context from Certinia’s Professional Services, Customer Success, and Financial Management systems—along with 17+ years of services domain expertise—by adding real-time, native context capture across apps such as Salesforce, G Suite, Microsoft 365, Jira, Confluence, Zoom, and more. Unlike point agents bolted onto a single workflow, this context spans the full arc from proposal to delivery to renewal—so nothing has to be rebuilt, re-mapped, or re-trusted as work moves from sales to delivery to customer success. By synthesizing siloed employee knowledge with Certinia’s data-rich systems of record, teams can now confidently act on a continuous, complete picture—delivering real-time project intelligence that frees consultants to spend less time documenting and more time delivering.

Veda’s new capabilities to accelerate service delivery are powered by a set of foundational master agents and out-of-the-box agents that immediately and securely unlock real-time context and collective intelligence for your organization. Capabilities include:  

Seamless Sales, Handoff & Alignment 

Accelerates deal wins and streamlines the critical handoff from opportunity to execution by automatically crafting tailored proposal responses, generating polished Statements of Work directly from sales context, and orchestrating a seamless kickoff. This ensures delivery teams start with perfect alignment, an actionable deal strategy, and no information loss.

Precision Scoping & Planning 

Converts complex customer requirements into actionable blueprints. By automatically translating high-level business needs into practical solution architectures and structured, phased implementation roadmaps, this capability slashes planning time and ensures immediate alignment on project scope.

Frictionless Operations & Delivery 

Drives day-to-day delivery velocity by keeping project teams unblocked and on track. It provides an on-demand universal assistant that manages daily tasks, instantly transforms meeting conversations into clear summaries, and continuously analyzes communication to elevate team performance.

Margin Protection & Risk Management

Protects project margins and portfolio health by providing proactive, executive-level visibility. It executes automated scope scans, generates real-time sentiment scoring, and instantly translates complex system assessments into actionable roadmaps, allowing PMO leaders to steer projects before risks become realities.

Value Capture & Knowledge Transfer 

Captures the total value of every engagement by automatically drafting comprehensive retrospectives and shaping project outcomes into compelling customer success stories. It seamlessly organizes delivery data and lessons learned into a searchable, firm-wide knowledge base, scaling your best practices for future wins.

Also Read: AI Ads Will Win Only If They Earn Consumer Trust

Customers Are Already Unlocking Proven Value

Customers are already seeing measurable results that drive both revenue growth and delivery efficiency across the services lifecycle. “As a customer of both Certinia and Moonnox, we’re excited by this acquisition and the immense value it holds. We’ve seen the results firsthand: with Moonnox, we deployed an agent that made drafting solution architecture documents four times faster, reducing the process from approximately 80 hours to under 20 hours,” said Jay Laabs, Executive Chair and Founder, Spaulding Ridge, a global cloud advisory and implementation firm. “Together, Certinia and Moonnox will allow us to automate manual orchestration, accelerate delivery, and free our consultants to focus on high-value work—helping us seize new opportunities in this changing market.” 

“Professional services firms are at a critical inflection point. They must leverage AI to transform productivity, but that only works if teams can trust the output without manual rework,” said DJ Paoni, Chief Executive Officer, Certinia. “Acquiring Moonnox empowers services teams with the exact context they need, right when they need it. With compounding AI that captures organizational intelligence and improves with every project, we are giving our customers the definitive edge to win today and the foundation to lead tomorrow.

“Services firms are sitting on billions of dollars in unclaimed value tied up in the manual work across winning a deal and delivering it,” said Robert Ong, Co-Founder and CEO of Moonnox, now part of Certinia. “What excites me most is the combination: Moonnox’s ability to capture what happens in the room, paired with Certinia’s system of record and Agentic capabilities for services operations, closes a gap neither of us could close alone. Together, we give services firms the foundation to capture that value, deliver with confidence, and evolve their operating models for the future.” 

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Burger King is launching the next chapter in its brand transformation, acting on feedback shared by thousands of Guests across the U.S. Just four months after inviting Guests to share honest feedback through its Listening Initiative that gave out President Tom Curtis’ phone number, the brand is continuing to make changes inspired by the thousands of calls and texts received. Burger King is introducing two new initiatives designed to improve the moments Guests told the brand matter most – providing a consistent, accurate, and welcoming in-restaurant experience – by introducing Your Way Champions and the Whopper Guarantee*.

One thing Burger King heard consistently from Guests was that they wanted someone in the restaurant who could quickly make things right when needed. In response, the brand is introducing the “Your Way Champion”: a reimagined restaurant manager role designed to empower restaurant leaders and put the Guest experience first. More than overseeing restaurant operations, Your Way Champions serve as dedicated point people, clearly identifiable in a Your Way Champion uniform, who welcome Guests, ensure orders are prepared as requested, and are available to make things right whenever needed.

Also Read: CMOs Shift Budgets Toward Digital Growth: Gartner

To further reinforce the commitment to getting things right, Burger King is also introducing a Whopper Guarantee. The Whopper is the brand’s most beloved item, and Guests expect it to be served hot, exactly the way they ordered it. That’s why if a Whopper doesn’t meet a Guest’s expectations, the brand will not only continue to remake it on the spot, but they’ll offer the Guest’s next Whopper for free*.

“When we asked Guests where we could do better, they gave us a lot of honest feedback, and now it’s our responsibility to act on it,” said Tom Curtis, President of Burger King US&C. “We’re not going to get everything right every single time, but we’re committed to listening intently and improving every day. When Guests choose us, they expect high-quality food, orders made the way they asked, and a team that’s there when they need us. That’s what these changes are about. We’re raising the standard in our restaurants, so every Guest feels like they made the right choice.”

Your Way Champions serve as a clear point of contact for Guests throughout their visit. They help create a welcoming environment, double-check orders, focus on the details of customization, and are available to help with anything Guests may need. As part of the initiative, Burger King is investing in training Team Members and providing more restaurant resources to help Your Way Champions create a more seamless, Guest-first experience.

Also Read: Your Marketing Dashboard Is Lying to Your CFO

And to make redeeming the Whopper Guarantee frictionless, Guests who aren’t satisfied with their Whopper can scan the QR code inside their Whopper box to receive a unique six-digit code redeemable for a free* classic Whopper during their next visit to Burger King.

The Your Way Champion and Whopper Guarantee initiatives mark the next chapter in the Burger King brand’s ongoing elevation journey. Since launching the listening initiative, elevating the Whopper and crowning Guests the King at BK, the brand has continued to gather feedback and turn it into meaningful action. Guests can expect to see additional initiatives tied to their feedback throughout the year, including menu news coming later this summer.

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Brunner, an independent integrated marketing agency announced its acquisition of AdSkate, an AI-powered creative analytics and marketing intelligence platform that helps brands and agencies optimize advertising performance through advanced creative insights.

The acquisition marks a significant step forward in Brunner’s commitment to helping clients navigate the rapidly evolving intersection of creativity, data, media, and artificial intelligence. As marketers face increasing pressure to drive growth, maximize efficiency, and prove return on investment, the addition of AdSkate’s proprietary AI technology and talent will provide clients with deeper insights into advertising effectiveness, creative performance, and audience engagement, transforming marketing decisions into measurable business advantages.

Brunner’s client ecosystem includes national brands such as Aerie, Church’s Texas Chicken, Fred Rogers Institute, and Mitsubishi North America. AdSkate has worked with brands including Infosys, Abbott Labs, and Illinois Lottery, along with other enterprise, healthcare, consumer, and agency-led brand engagements. AdSkate technology will continue to be deployed for its existing clients, will drive enhanced performance for Brunner’s portfolio of brand customers, and will form the core of new AI-enabled offerings to be launched in the near future.

Also Read: CMOs Shift Budgets Toward Digital Growth: Gartner

“Marketing is entering a new era where creative intelligence is becoming just as important as media intelligence,” said Kevin Amos, Partner and Chief Media and Data Officer at Brunner. “Today’s CMOs aren’t asking for more data; they’re asking for better answers. AdSkate has built an innovative platform that helps marketers understand not only what is performing, but why it is performing. By bringing AdSkate into the Brunner family, we will help clients make smarter decisions, move faster, optimize campaigns with greater confidence, and maximize the impact of every marketing dollar.”

Founded in Pittsburgh, AdSkate was created to help marketers unlock the full value of their creative assets through artificial intelligence and machine learning. Emerging from the region’s thriving innovation ecosystem, with leadership and technology roots connected to Carnegie Mellon University, the platform analyzes advertising performance across images, video, messaging, and audience segments to identify the creative elements that drive engagement, conversion, and return on ad spend. By transforming creative optimization from a subjective process into a data-driven discipline, AdSkate helps brands and agencies move beyond reporting what happened to understanding why it happened, and what actions to take next.

As part of the acquisition, AdSkate’s technology, talent, and product expertise will be integrated into Brunner’s growing suite of marketing intelligence solutions. Clients will gain access to enhanced creative testing, predictive performance modeling, audience insights, and AI-powered campaign optimization capabilities designed to improve marketing effectiveness at every stage of the customer journey.

“From the beginning, AdSkate was built around the belief that AI could help marketers make better decisions and create more impactful work,” said Akaash Ramakrishnan, Co-Founder and CEO at AdSkate. “Brunner shares that vision. This partnership allows us to scale our technology, accelerate innovation, and bring powerful new capabilities to brands looking to compete in an increasingly complex marketplace. Together, we can help marketers move faster, learn faster, and achieve stronger business results.”

Also Read: AI Should Remove Friction, Not Human Connection

“AdSkate’s ability to break down ad performance and attributes is truly empowering,” said Albert Thompson, Managing Digital Director, Walton Isaacson. “It provides insights that simply are not available at scale.”

Ramakrishnan will become Senior Director, AI and Innovation at Brunner. Shreyas Venugopalan, Co-Founder and CTO at AdSkate, will join as AI and Technology Consultant at Brunner. Max Rosen, Creative Technology Specialist at AdSkate, will become Creative Technologist at Brunner.

The acquisition brings together two Pittsburgh success stories: Brunner’s more than four decades of marketing leadership and AdSkate’s next-generation AI innovation. Together, the organizations will help brands better understand consumer behavior, optimize creative performance, and improve marketing outcomes through a combination of human expertise and machine intelligence.

Clients will benefit from enhanced capabilities including:

• AI-powered creative intelligence and performance analysis
• Predictive marketing insights and campaign optimization
• Audience engagement and behavioral analytics
• Faster creative testing and decision-making
• Improved marketing efficiency and return on investment
• Deeper visibility into the drivers behind campaign performance

Also Read: HubSpot’s Aja Frost on Marketing in the Age of AI Search

The acquisition reinforces Brunner’s continued investment in innovation while strengthening Pittsburgh’s position as a growing hub for both marketing and artificial intelligence. As integration moves forward, the AdSkate team will continue supporting existing clients while collaborating closely with Brunner to accelerate innovation, expand the platform’s capabilities, and deliver next-generation solutions across media, creative, analytics, and technology.

Together, Brunner and AdSkate are creating a more connected marketing ecosystem—one that helps brands understand what drives performance, optimize investments with greater confidence, and turn intelligence into growth. 

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American Express and ALL Accor, Accor’s booking platform and loyalty program announced a new global partnership rolling out beginning in 2026 across 12 locations, introducing elite status matching and a new Membership Rewards points transfer option for eligible Card Members.

Launching in phases across Australia, Austria, Canada, France, Germany, Hong Kong, Italy, Japan, Mexico, Singapore, the United Kingdom and New Zealand, the partnership is designed to elevate the travel journey, from booking and planning to on-property recognition and rewards, across Accor’s portfolio of more than 45 brands worldwide, including Raffles, Fairmont and Sofitel.

“This collaboration reflects our continued focus on delivering premium travel value and meaningful rewards for our Card Members,” said Suzanne Morel, Senior Vice President, International Products and Partnerships at American Express. “Together with Accor, we’re amplifying the value of two trusted global brands, by pairing meaningful recognition with greater redemption flexibility, to deliver elevated, end-to-end experiences for Card Members across markets.”

Also Read: CMOs Shift Budgets Toward Digital Growth: Gartner

“Bringing the ALL Accor promise to life in new ways, we’re connecting our global hospitality ecosystem with American Express Card Members around the world,” said Mehdi Hemici, Chief Loyalty & E-Commerce Officer at Accor. “American Express’ premium Membership base is perfectly suited for our luxury portfolio. By combining our expansive brands and experiences with the strength of their global reach, we’re creating more seamless, personalized stays and unlocking richer ways for guests to engage with ALL Accor at every stage of their journey.”

Anchored by elite status matching into ALL Accor and complemented by a new Membership Rewards points transfer option to ALL Accor, the partnership expands the power and value of American Express Membership. 

Elite Status Match for Eligible Card Members

Eligible American Express Card Members will be able to match their American Express status to an equivalent tier within ALL Accor, unlocking enhanced travel benefits and meaningful on-property recognition when staying at participating Accor properties around the world, including:

• American Express Consumer, SBS and Corporate Platinum Card Members will be eligible to receive ALL Accor Gold status which includes free Wi-Fi, welcome amenities, late check-out, complimentary room upgrades (subject to availability) and bonus ALL Accor points.  

Also Read: Payment Experience Is the Foundation of B2B Loyalty

Membership Rewards Points Transfer

The partnership expands the flexibility and value of American Express Membership Rewards, giving eligible Card Members a new option to transfer points to the ALL Accor loyalty program. Point conversion ratios will vary by location.

Transferred points may be redeemed within the ALL Accor program across its vast global hotel network of 45 hotel brands, dining, experiences, and more than 110 partners, in accordance with ALL Accor program terms and conditions.

Further country specific details will be made available throughout the year.

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Altudo, a digital experience and customer experience transformation company, announced FastLane, an AI-powered delivery model designed to help organizations launch and modernize Sitecore experiences up to 70% faster while accelerating time-to-value from their digital experience investments.

Today’s marketing and digital teams are expected to deliver engaging customer experiences across websites, portals, and digital channels while managing increasing volumes of content and growing customer expectations. As brands expand their digital presence, speed and agility have become critical to staying competitive.

Sitecore is the system that marketing and digital teams use to run their day-to-day work, creating content, personalizing it, and keeping experiences consistent as customers move across channels. FastLane helps teams reach that state faster, then do more once they are there, combining AI-powered automation with proven delivery expertise to stand up, modernize, and scale Sitecore in less time.

FastLane helps organizations get more from Sitecore sooner, putting more effort into content, personalization, and customer engagement and less into implementation. With FastLane, organizations can:

• Launch new websites, campaigns, and digital experiences up to 70% faster
• Reduce implementation effort by up to 80%
• Improve consistency and quality across digital properties
• Achieve faster time-to-value from Sitecore investments
• Accelerate modernization and migration initiatives
• Enable teams to focus more on innovation and customer experience

Also Read: CMOs Shift Budgets Toward Digital Growth: Gartner

Proven Results at Enterprise Scale

Altudo has already leveraged FastLane to accelerate large-scale Sitecore implementations, including a recent transformation for the American Board of Obstetrics and Gynecology (ABOG), one of the leading physician certification organizations in the United States.

ABOG certifies obstetricians and gynecologists across the United States, and its website is the primary channel for delivering certification information and updates to the physicians and institutions that rely on it. ABOG was modernizing its digital experience platform to better serve physicians and support future digital initiatives. The organization chose Sitecore so its team could manage content and keep experiences consistent without depending on developers for every change. Speed mattered because physicians count on timely, accurate certification information, and a long migration would have meant running on aging technology while that work waited. The project included more than 40 Sitecore components, advanced forms, and integrated search functionality.

By embedding AI throughout the delivery process, Altudo brought ABOG live on Sitecore faster and gave the team a platform it could run and extend on its own. In the process, Altudo reduced implementation effort by more than 1000 hours while improving delivery speed and quality. That efficiency let ABOG put more into the platform, delivering additional scope within the same timeline rather than trading it away to ship on time.

“Altudo helped us reimagine our digital experience to better serve physicians, patients, and the broader women’s health community,” said Sandra Hodgson, Chief Growth Officer at ABOG.

“As an organization committed to advancing the highest standards in women’s healthcare, it was important for us to have a platform that is scalable, intuitive, and ready for the future. Our transition to Sitecore has strengthened our ability to deliver timely, accessible, and reliable information at scale. Altudo’s FastLane approach helped accelerate the transformation while maintaining continuity across our content and operations. Their team brought a strong understanding of both technology and user experience, making the modernization process smooth and efficient. We’re confident this positions us well for the future.”

A Smarter Approach to SitecoreAI Delivery

FastLane applies AI across the software delivery lifecycle to accelerate component creation, content migration, testing, documentation, and implementation activities. Specialized AI agents analyze existing websites, identify reusable patterns, generate foundational code, and support migration efforts, while experienced delivery teams provide governance, oversight, and quality assurance throughout the process.

This approach enables organizations to modernize legacy platforms, launch new digital experiences, and scale SitecoreAI adoption with greater speed, predictability, and consistency.

“FastLane is changing how enterprises think about moving to SitecoreAI, whether from legacy platforms or when building new experiences,” said Rahul Khosla, CEO of Altudo.

“By combining AI-driven automation with proven delivery frameworks, organizations can modernize faster, reduce manual effort, and accelerate business outcomes. That is where the real value comes from.”

For CIOs and technology leaders, FastLane also helps reduce implementation risk by promoting reusable architectures, standardized delivery patterns, and AI-assisted quality controls that improve consistency across projects.

Also Read: E-commerce Doesn’t Have a Data Problem. It Has a Speed One.

Enabling Faster Time to Value with SitecoreAI

As organizations continue investing in digital experience platforms, the challenge is no longer selecting the right technology, but in realizing value quickly.

“Organizations today need a platform that helps them manage content, deliver consistent experiences across channels, and engage customers more effectively.

FastLane demonstrates how organizations can combine the power of Sitecore with AI-driven innovation to accelerate digital initiatives and bring experiences to market faster,” said Dave Tilbury, COO, Sitecore.

FastLane for SitecoreAI is now available globally.

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Marketing leaders are increasing investment in digital media and customer acquisition as they pursue growth in an AI-driven market, highlighting how artificial intelligence is reshaping marketing budgets and channel strategies.

According to Gartner’s 2026 CMO Spend Survey, awareness and conversion activities now account for 62.6% of total media spend, while digital media represents more than two-thirds of overall media investment. Spending on customer acquisition continues to rise, while investment in loyalty and retention has declined by 29% since 2024, accounting for less than 15% of total media budgets.

The findings, presented this week at Gartner Marketing Symposium/Xpo in Denver, suggest marketers are prioritizing scalable, AI-enabled digital channels to drive growth. Gartner attributes the shift to AI’s ability to improve personalization and optimize campaign performance across digital platforms.

However, the research also reveals a notable divide between organizations at different stages of AI maturity. Gartner found that companies with the most advanced AI capabilities typically allocate a larger share of their budgets to customer retention and proportionally less to digital media than their less mature counterparts, signaling a greater focus on long-term customer value over short-term acquisition.

“AI can help marketers optimize faster, but optimization is not the same as strategy,” said Ewan McIntyre, Vice President, Analyst, and Chief of Research at Gartner.

Also Read: Why More Marketing Data Isn’t Delivering Confidence

AI Investment Still Depends on People

The research also challenges the assumption that AI adoption automatically reduces labor costs.

Labor’s share of marketing budgets increased from 21.9% in 2025 to 24.5% in 2026, indicating that organizations continue to invest heavily in talent and operational capabilities alongside AI technologies.

Despite growing investment, many organizations remain unprepared to scale AI effectively. Nearly 70% of CMOs said their marketing processes lack the maturity needed to implement AI at scale, while only 30% described their AI readiness as mature or fully developed.

Internal capability remains a significant hurdle. Thirty-eight percent of marketing leaders identified a lack of in-house AI expertise as the biggest barrier to achieving AI-driven efficiency.

Also Read: Your AI Chatbot Knows More Than Your Marketing Team

Consumers Are Growing More Skeptical of AI Content

While marketers continue to accelerate AI investment, consumer trust appears to be moving in the opposite direction.

A separate Gartner survey found that 49% of U.S. consumers believe generative AI has reduced the quality of online content. Among Gen Z and millennials, that figure rises to 57%, highlighting growing skepticism toward AI-generated experiences.

“AI-generated content is increasing the volume of media that consumers encounter, but not necessarily the value,” said Kate Muhl, Vice President Analyst at Gartner.

Changing media habits are adding another layer of complexity. Nearly six in 10 consumers said they prefer engaging with multiple forms of media or technologies simultaneously rather than focusing on a single activity. As attention becomes increasingly fragmented, brands must not only compete across more channels but also demonstrate authenticity in an environment where consumers are becoming more critical of AI-generated content.

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SurveyMonkey, the platform for surveys and forms, today announced GetFeedback by SurveyMonkey, a newly simplified self-serve experience that makes it easy for marketing, product, and digital customer experience teams to collect customer feedback directly on their websites. 

Website analytics tools can show teams where visitors drop off, but not why they leave.  GetFeedback captures feedback at the exact moment visitors hesitate, encounter friction, or abandon their journey, revealing why visitors behave the way they do.  

The revamped GetFeedback is now available as a do-it-yourself offering that allows teams to sign up, choose a plan, create a form or button, and add it to their website with a single line of code, putting in-the-moment customer feedback within reach of more teams. 

“Every company is looking to improve its website, but most are making decisions based on incomplete information. Analytics can tell you what happened, but not why,” said Eric Johnson, CEO  at SurveyMonkey. “GetFeedback helps teams connect data to the customers behind it by capturing feedback in the moment. That built-in listening is what turns abstract numbers into actionable insights.” 

Also Read: AI Should Remove Friction, Not Human Connection

GetFeedback empowers teams with: 

• Quick and easy setup: Choose a plan, create a feedback experience that best fits your needs, and add a simple code snippet to your website, with no complex implementation required. 
• Flexible feedback collection: Capture feedback through always-on feedback buttons, forms triggered by specific user behavior, or embedded forms that appear naturally within your website experience, giving visitors multiple ways to share feedback when it’s most top of mind.  
• Built-in analytics: Analyze feedback from multiple forms in a single dashboard to identify trends and set priorities. 
• Self-serve simplicity: Get started immediately with a streamlined purchase and setup experience. 

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Sprinklr, the AI‑native Unified Customer Experience Management (Unified‑CXM) platform, announced the Summer ’26 Release, introducing new artificial intelligence capabilities to help organizations move beyond insights and take action on customer signals in real time.

For years, companies have invested heavily in tools to understand their customers. But as customer expectations accelerate, insight alone has become a bottleneck. Businesses are no longer competing on access to data—they are competing on how quickly they can turn that data into decisions and outcomes.

Sprinklr’s latest release reflects a shift in how customer experience is delivered: from static dashboards and analysis toward connected systems that can interpret signals and drive action across marketing and service in the moment.

“The challenge today isn’t collecting data—it’s knowing what matters and acting on it quickly,” said Karthik Suri, Chief Product and Corporate Strategy Officer at Sprinklr. “With this release, we’re helping organizations move from signals to decisions and from conversations to resolutions by combining agentic AI for autonomous resolutions with copilot support for human-assisted ones. This helps enable brands to act in real time, while staying in control where it matters most.”

From Signals to Action Across the Customer Journey

The Summer ’26 Release introduces enhancements across Sprinklr’s platform designed to help teams understand customer behavior, apply intelligence, and act more efficiently across channels.

Deeper Understanding of Customer Signals

Organizations can now bring together richer sources of customer insight to identify trends and shifts as they happen—including new forms of AI-driven and cultural data.

• With LLM Insights, teams can understand and improve how their brand appears across AI-powered search and generative answers, helping to optimize AEO/GEO performance and identify gaps in visibility as customers increasingly rely on AI for discovery.
• With the acquisition of ViralMoment, Sprinklr extends analytics beyond text and images to videos—so brands can now understand what customers say, show, and share, all in one place.
• The expanded CreatorIQ integration gives brands access to rich influencer data alongside paid and organic performance, enabling teams to identify what content is driving impact and make more informed investment decisions across creator, social, and media strategies.
• Next-generation Voice AI agents now work seamlessly alongside Sprinklr’s digital and social care agents, enabling consistent, real-time customer interactions across channels—with more natural conversations, faster response times, and coordinated resolution at scale.
• With in-channel, voice-enabled surveys, brands can now capture more authentic, contextual feedback directly where conversations are happening.

Together, these capabilities give organizations a more complete, real-time view of customer sentiment—spanning structured feedback, social conversations, and emerging cultural signals.

Also Read: E-commerce Doesn’t Have a Data Problem. It Has a Speed One.

Faster Decision-making with AI

New AI-powered capabilities reduce the need for manual analysis and help teams quickly determine what matters and what to do next.

• Sprinklr Copilot can now help create and optimize campaigns faster by summarizing campaigns, analyzing publishing calendars, and getting faster insights from reporting.
• Built-in automated statistical analysis within CFM Copilot helps teams instantly identify what factors are driving survey outcomes, eliminating manual data work.
• AI-driven analysis of trending content and conversations across platforms helps teams prioritize the signals that are most likely to impact brand performance.

These capabilities enable teams to shift from reactive analysis to proactive, data-driven decisions in real time.

Faster Execution Across Marketing and Service

The Summer ’26 Release introduces new ways for teams to act on insights more quickly—across both customer engagement and campaign execution.

• AI-powered content tools within Copilot enable marketers to generate and refine social posts and even create videos using natural language prompts—accelerating time to publish.
• Enhancements to TikTok Smart+ campaigns provide greater control over audiences, creative optimization, and performance outcomes.
• In customer service, next-generation Voice AI agents deliver more human-like conversations with sub-second response times, smarter turn-taking, and improved noise handling to resolve issues faster.
• Built-in testing, simulation, and quality scoring help organizations validate AI agent behavior before deployment and maintain consistency in live interactions.

Together, these updates help teams close the gap between insight and execution—whether launching a campaign or resolving a customer issue.

A More Connected System For Action

New platform capabilities bring data, intelligence, and workflows together, reducing friction and enabling more coordinated action across teams.

• With Sprinklr MCP (Beta), organizations can access Sprinklr insights directly within AI assistants such as Microsoft Copilot, ChatGPT, and Claude—making customer intelligence available wherever work happens.
• Integration with Adobe Customer Journey Analytics enables a unified view of performance across channels without manual data stitching.
• Real-time collaboration through Microsoft Teams integration helps service teams coordinate faster and resolve customer issues without switching systems.
• GenAI-powered summarization in Display dashboards turns complex data into clear, actionable insights instantly.

These capabilities help organizations connect insights to action across systems, teams, and workflows.

Also Read: AI Should Remove Friction, Not Human Connection

Supporting a New Model for Customer Experience

As organizations scale up their customer experience programs, disconnected tools and manual workflows often limit their ability to respond in real time. Sprinklr’s approach focuses on bringing together data, intelligence, and execution into a unified platform—enabling faster, more consistent action across every interaction.

The Summer ’26 Release builds on this model by combining:

• broader, more dynamic sources of customer signals;
• AI-driven decision support; and
• faster execution across marketing and service.

Together, these innovations help organizations reduce the gap between what they know and what they do—turning customer signals into meaningful business outcomes.

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Marketers have never had more data at their fingertips. From impressions and clicks to engagement and conversions, nearly every customer interaction can be measured, tracked, and reported.

Yet confidence in marketing performance remains shockingly low. Industry research states that measuring ROI is the number one challenge marketers face today, ranking ahead of AI adoption, content creation, and budget constraints. At the same time, budgets have largely remained flat while pressure from CFOs and business leaders to prove marketing’s impact continues to rise. 

The problem isn’t a lack of information – it’s determining which metrics actually reflect business impact.

As a result, many organizations still struggle to answer a fundamental question: Is my marketing driving meaningful results?

The Problem Isn’t Data

Marketers don’t have a data problem. They have a fragmentation problem.

Today’s customer journey spans CTV, social, display, audio, search, retail media, and in-store experiences. Yet those interactions are often measured in separate systems, reported through separate dashboards, and evaluated against different metrics. At the same time, privacy changes have made many traditional attribution approaches less complete.

The result is an abundance of data but no single, holistic view of performance. Marketers are collecting more signals than ever before, yet many still struggle to determine which of those signals actually indicate success. Without a connected view across channels, it becomes difficult to understand how marketing efforts work together to drive business outcomes. As media consumption becomes increasingly fragmented, marketers are left with more information but less certainty about what is actually influencing business results.

Also Read: AI Should Remove Friction, Not Human Connection

When Metrics and Outcomes Drift Apart

Fragmentation is only part of the challenge, of course. The other is a growing gap/disconnect between marketing metrics and business outcomes. 

Clicks, impressions, video completion rates, and engagement metrics can provide useful signals of activity. But too often, these supporting metrics are mistaken for proof of success. 

A platform may report strong reach. Another may highlight engagement. A third may claim conversion credit. Individually, those metrics can look positive. Collectively, they often fail to answer the performance questions that matter most: Did marketing influence customer behavior? Did it create incremental value? Did it contribute to business growth?

When metrics become disconnected from outcomes, organizations make decisions based on incomplete information. Budgets shift toward channels that generate easily measured actions rather than those that create incremental business value. Upper-funnel investments can be undervalued, while lower-funnel tactics often receive disproportionate credit. 

One reason for this disconnect is that many organizations treat all metrics as if they carry equal weight. They don’t.

The strongest measurement strategies recognize a hierarchy. Business outcomes such as revenue, ROAS, customer acquisition cost, and incremental sales sit at the top because they measure actual impact. Behavioral indicators help marketers understand whether campaigns are moving consumers in the right direction. Delivery metrics such as impressions, reach, CTR, and completion rates remain valuable for optimization, but they should not be confused with measures of success. 

Problems emerge when delivery metrics become proxies for success rather than indicators of activity. The goal of measurement is not to collect more signals. It is to understand which signals matter most and how they connect to business results. 

Start With Business Outcomes

The solution isn’t another dashboard. Measurement should begin with a clear definition of success.

Before evaluating campaign performance, marketers should ask: What business outcome are we trying to influence? Which metrics genuinely indicate progress toward it? Which channels are creating incremental value versus capturing existing demand? And how will we know whether marketing contributed to the result?

These questions shift the conversation from activity to impact.

Revenue, customer acquisition cost, lifetime value, incremental sales, and return on ad spend provide a stronger foundation because they connect marketing activity to organizational goals. Supporting metrics still matter – they help diagnose issues and optimize campaigns – but they should serve as indicators, not ultimate measures of success.

Also Read: AI Ads Will Win Only If They Earn Consumer Trust

The Future of Measurement Is Accountability

Measurement is ultimately about decision-making. The organizations making the greatest progress aren’t the ones with the most data. They’re the ones with the clearest understanding of how marketing contributes to business performance. 

More data was never the answer. Greater accountability between media investment and business results is. In an environment where every marketing dollar is under scrutiny, marketers don’t need more metrics. They need to trust the ones they have.

The challenge is that many organizations still haven’t agreed on what evidence actually proves marketing worked. Is it reachable? Engagement? Attribution? Incrementality? Revenue impact? Those questions sit at the center of today’s measurement crisis, and too often, different teams, platforms, and partners arrive at different answers. 

Until marketers establish clearer frameworks for defining success and evaluating performance, confidence will remain elusive – despite the growing volume of available data. Measurement is no longer simply a reporting exercise. It has become one of the most important strategic decisions marketers make.

The post Why More Marketing Data Isn’t Delivering Confidence appeared first on MartechView.

Uber Technologies, Inc. has entered into a business combination agreement with Delivery Hero, extending the world’s largest mobility and delivery platform to 99 markets, with combined pro forma gross bookings of $236 billion in 2025.

Under the terms of the voluntary takeover offer, Uber will offer Delivery Hero shareholders cash consideration of €41.50 per share (the “Offer Price”), representing an equity value of $14.8 billion (implied for 100% of the company), or $13.7 billion adjusted for Uber’s prior stake purchases.

Delivery Hero has entered into a separate agreement with SSW Partners, a New York-based investment firm that has led cross-border investments alongside global businesses. SSW will acquire Delivery Hero’s businesses in 14 markets, particularly where Uber Eats and Delivery Hero already overlap, subject to completion of the Uber takeover offer and other customary conditions, for a consideration of approximately $1.6 billion. Uber will not acquire control over the businesses transferred to SSW, and SSW will independently lead the process to find strategic partners that best position those businesses for long-term success.

Businesses being acquired by Uber in 50 markets, generating $42 billion of gross bookings in 2025

Businesses being acquired by SSW Partners, 14 markets generating $11 billion of gross bookings in 2025

Baedal Minjok (Republic of Korea); foodora (Hungary); foodpanda (Bangladesh, Cambodia, Hong Kong, Laos, Malaysia, Myanmar, Pakistan, Philippines, Singapore); Glovo (Armenia, Bosnia and Herzegovina, Bulgaria, Côte d’Ivoire, Croatia, Georgia, Italy, Kazakhstan, Kenya, Kyrgyzstan, Montenegro, Morocco, Nigeria, Serbia, Tunisia, Uganda, Ukraine); Hungerstation (Saudi Arabia); PedidosYa (Argentina, Bolivia, Costa Rica, Dominican Republic, El Salvador, Guatemala, Honduras, Nicaragua, Panama, Paraguay, Peru, Uruguay, Venezuela); talabat (Bahrain, Egypt, Iraq, Jordan, Kuwait, Oman, Qatar, United Arab Emirates)

foodora (Austria, Czechia, Norway, Sweden); efood (Greece); Foody (Cyprus); Glovo (Moldova, Poland, Portugal, Romania, Spain); PedidosYa (Chile, Ecuador); Yemeksepeti (Türkiye)

“Delivery Hero’s talented team has built an extraordinary business, with beloved local brands and leading positions across many of the world’s fastest-growing delivery markets,” said Dara Khosrowshahi, CEO of Uber. “By bringing our platforms together, we will extend affordable, reliable delivery to many millions more people in many of the world’s most dynamic economies, while creating more opportunities for merchants and couriers. Together, we’ll nearly double the number of markets where we offer both mobility and delivery services, scaling a proven platform that we believe will create significant long-term value for our customers and shareholders.”

“We are excited about this opportunity with Uber and the possibilities it offers for our employees, shareholders, and partners. Uber’s global mobility and delivery platform and our shared commitment to innovation make this the right partnership to build on Delivery Hero’s strengths in local food delivery and Quick Commerce, and to take our Everyday App strategy further for our customers,” said Niklas Östberg, CEO of Delivery Hero. “I’m grateful to our people for building this company over 15 years, and we look forward to this great next chapter together.”

“The food delivery business is highly competitive and scale-dependent. It is challenging to build from a European base, yet we have achieved an enormous amount over 15 years. Joining forces with a strong partner now is the right move for Delivery Hero to best secure its future competitiveness and ability to deliver value for all our stakeholders,” said Kristin Skogen Lund, chair of the Delivery Hero Supervisory Board. “The Supervisory Board has been closely involved and fully supports the proposed transaction, and we appreciate Uber’s shared interest in preserving and building on Delivery Hero’s strengths.”

“We are pleased to acquire these market-leading businesses,” said Josh Steiner and Antonio Weiss of SSW Partners. “We will support management to ensure that these businesses continue to grow, invest in their people, and deliver exceptional service to their customers. In parallel, we will lead the process to find the best long-term homes for these businesses, where they will continue to thrive.”

Also Read: E-commerce Doesn’t Have a Data Problem. It Has a Speed One.

Transaction Rationale

The combination is expected to accelerate innovation and deliver meaningful benefits for consumers, merchants, couriers, and drivers. By bringing together Uber’s global technology platform with Delivery Hero’s strong local brands, merchant relationships, and delivery capabilities, the combined businesses will be better positioned to offer consumers greater choice, enhanced value, and a more seamless Uber One membership experience across more of their daily needs. For merchants, Uber’s large, highly engaged, and growing user base is expected to create incremental demand, supported by enhanced advertising, promotional, and local commerce tools. For couriers and drivers, a denser combined network is expected to drive higher order volumes, improved utilization, and a broader range of delivery and mobility earning opportunities.

The transaction nearly doubles the number of markets where Uber will offer both mobility and delivery services, from 34 to 58, substantially broadening the addressable base for Uber’s proven cross-platform strategy. In Uber’s existing markets, cross-platform engagement represents a highly efficient acquisition channel, boosting engagement, with cross-platform users generating roughly three times the gross bookings and profits of single-product users. Uber expects the transaction to be accretive to non-GAAP EPS upon close and to be high single-digit percentage accretive by year three.

Commitment to Delivery Hero Employees and Investments in Germany

Uber recognizes that Delivery Hero’s success is built on the talent, entrepreneurial spirit, and dedication of its people. Uber fully supports and respects the commitments Delivery Hero has made to employees, and has pledged to retain Delivery Hero’s headquarters and make no changes to its workforce in Berlin until at least 2029. Additionally, Uber has committed to invest €2 billion in Germany over the next five years, with a focus on developing its local corporate workforce, growing its nationwide business, and launching autonomous vehicle deployments and partnerships with the German automotive industry.

Financing and Capital Allocation

Uber will fund the takeover offer through existing cash on its balance sheet and new debt financing. Uber has executed a committed bridge facility of approximately €14 billion. The transaction is structured to maintain Uber’s strong investment-grade credit rating, with gross leverage remaining below 2x and supported by Uber’s strong free cash flow generation. Uber’s existing capital allocation framework remains unchanged, including its commitment to return excess capital to shareholders through share buybacks.

Transaction Details

The takeover offer will be subject to a minimum acceptance threshold of 50% plus one share of Delivery Hero’s outstanding share capital (inclusive of shares owned by Uber) and certain further conditions, including receipt of certain merger control and financial regulatory clearances, which will be set out in full in the offer document. Prior to the announcement of the takeover offer, Uber held approximately 24.77% of Delivery Hero’s issued voting share capital directly and held additional economic exposure of approximately 11.74% through equity derivatives. Prosus has entered into an irrevocable undertaking agreement to tender all of its Delivery Hero shares (approximately 17% of shares outstanding) into the offer, bringing Uber’s total economic interest to approximately 53%. Uber has committed not to enter into a Domination and Profit Transfer Agreement (DPLTA) for a period of 3 years. Closing is expected in the second half of 2027.

Also Read: The Organizations That Survive Disruption Never Had to Recover From It

The offer document will be submitted to BaFin for approval and published in accordance with the German Securities Acquisition and Takeover Act (WpÜG). The acceptance period for the takeover offer will commence upon publication of the offer document.

The offer document and other information pertaining to the takeover offer will be published, following BaFin’s approval, on this website: www.delivering-value.com.

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