Canto, a digital asset management platform, announced Tuesday an expansion of its DAM for Products offering, adding new integrations with Shopify and Amazon as brands struggle to keep product content accurate and consistent across a growing number of e-commerce and retail channels.

The new integrations allow brands to synchronize product images, metadata and attributes from Canto directly into their Shopify and Amazon storefronts, eliminating manual uploading and ensuring that every product page reflects current, brand-approved content. The company said it is also expanding its partner ecosystem with additional syndication partnerships to help customers distribute product assets across further channels.

The announcement comes as the operational complexity of managing product content across e-commerce platforms, social marketplaces and retail channels has grown significantly. Marketing, e-commerce and creative teams routinely lose time chasing assets, correcting channel inconsistencies and manually pushing updates across multiple storefronts — a problem that compounds as the number of channels increases.

“Getting product content right across every channel is one of the hardest operational challenges brands face, and the cost of inconsistency compounds the more channels you add,” said Alan Beiagi, Canto’s chief product and technology officer. “DAM for Products gives brands the infrastructure to move faster without sacrificing accuracy or consistency.”

Also Read: The Real Retailer Readiness Gap Isn’t Price. It’s Content.

Christine Baker, senior graphic designer and production lead at Marini SkinSolutions, said the platform had resolved a fragmentation problem the company had previously managed through spreadsheets, emails and document files. “Before Canto DAM for Products, our product data was scattered across Word documents, spreadsheets and team conversations, which created a real risk of using outdated or incorrect information,” she said. “Now we can keep our product imagery and data in one place and ensure updates are reflected in Shopify.”

DAM for Products is built on Canto’s existing digital asset management platform and connects product images, stock-keeping units and attributes in a single system, activating them across channels automatically. Canto Media Publisher, a component of the platform, delivers approved assets via content delivery network at the speed and scale that commerce operations require.

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Forrester’s first-ever Wave for language technology signals a turning point. Multilingual content is now a strategic capability, particularly in marketing. As AI reshapes customer experience, brands are rethinking how they create and deliver content for every audience, wherever they are. 

Language technology is now part of the broader story of modern marketing. It is helping marketing leaders operate at a global scale, combining creativity, data, and AI to deliver experiences that strengthen brands and deepen customer loyalty.

In 2026, the real competitive edge to be gained through global content strategies lies in moving from simple efficiency to meaningful engagement. This can only be achieved by combining automation and hyper-personalization to deliver contextually relevant experiences.

Language Tech Has Gone Mainstream

Forrester’s recognition of language technology validates what global marketers have long experienced. Language is not an add-on to customer experience but a foundation of it. The inclusion of this category alongside major enterprise technologies reflects the growing importance of multilingual communication to growth.

Global organizations have already invested heavily in customer data platforms, personalization tools, and omnichannel orchestration. Yet all those efforts depend on reaching audiences in ways that feel natural to them. Language technology now plays a central role in making that possible. It ensures that every message, product description, and service interaction connects with customers in their preferred language, with the right tone and cultural context.

From Tools to Platforms

As language technology becomes core infrastructure, marketing leaders are rethinking where to build and where to buy. The most effective organizations build capabilities that differentiate their brand and buy platforms that allow them to scale with confidence. Language technology increasingly falls into the latter category. Rather than rebuilding complex workflows internally, teams are integrating proven platforms that support speed, governance, and global consistency while freeing internal resources to focus on growth and creativity.

The evolution of language technology mirrors the transformation of marketing itself. What once consisted of isolated tools for multilingual content creation and delivery has matured into integrated platforms that connect directly with the systems marketers already use. These platforms can unify workflows across content management and marketing automation systems, allowing teams to adapt and publish content seamlessly across multiple markets.

This shift brings marketing and global content teams closer together. It aligns global brand storytelling goals with local audience relevance, creating consistent experiences that build trust. In doing so, global content platforms have become indispensable to the same marketing organizations that once saw translation as an operational function that was tacked on at the end of campaign development.

Hyper-personalization Meets Orchestration

The next wave of marketing automation will be about a lot more than speed. It will be about precision and personalization at scale. Intelligent language platforms allow marketers to adapt language, tone, channel, and context across multiple formats, from web and email to app, video and more for every audience segment in real time.

With these capabilities, marketing teams can automate repetitive tasks while preserving creative control. They can orchestrate entire content lifecycles from generation to adaptation to measurement without sacrificing authenticity. This creates a feedback loop that helps brands learn how language choices influence engagement and conversion, improving every campaign that follows. It’s an entirely new dimension of optimization. 

Balancing Speed with Trust

It’s an understatement to say that the pace of innovation in AI is pushing marketing organizations to move faster than ever before. Speed brings opportunity, but it must be matched by accountability. Transparency and human oversight are critical to maintaining customer trust while delivering measurable ROI. 

The most effective marketing teams are those that balance innovation with governance. They test new technologies in measured, outcome-driven ways, ensuring that quality frameworks and review systems remain in place. This approach prevents costly mistakes and helps build internal confidence in AI-driven processes.

A Call to Marketing Leaders

Global growth is no longer constrained by reach. It’s constrained by the ability to deliver relevant, consistent content across languages and formats at global scale. As marketing organizations expand across markets, content execution directly influences brand integrity, speed to market and customer experience.

Treating language technology as part of the growth stack, on par with data, CRM, and media infrastructure, is the clearest path to achieving that goal. 

Within global content strategies, new technology is enabling marketing leaders to deliver brand experiences that reflect both global ambition and local understanding. It allows them to engage audiences wherever they are, with messages that carry the same intent, emotion, and meaning across borders.

In an era defined by intelligent automation and customer-centric design, global content technology has become a source of creative and commercial advantage. Marketing leaders who embrace it as a core capability will be better equipped to build trust, loyalty, and long-term growth in every market they reach.

When embedded into global content strategies, language technology has become a source of creative and commercial advantage enabling marketing leaders to scale brand ambition while preserving local relevance.  It allows them to engage audiences wherever they are ensuring messages carry the same intent and meaning across languages, formats, and markets. Intelligent automation and customer-centric design now define modern marketing. This capability is foundational to how brands build trust and sustain growth at global scale, a reality reinforced by Forrester’s recognition of language technology as a core enterprise category.

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As generative AI increasingly becomes the gateway to discovery and decision-making, Brandi AI announced today a significant expansion of its Brandi Optimization Hub™, designed to help enterprises adapt existing marketing and communications content for visibility within large language models.

The upgraded Optimization Hub — part of the company’s broader Brandi Content Compass™ platform — enables organizations to convert websites, press releases, LinkedIn posts, and other core assets into AI-ready formats without rewriting material or altering brand voice.

“Content that’s not structured for generative AI is invisible,” said Leah Nurik, CEO and co-founder of Brandi AI. “As AI systems become the primary way people discover information, brands need infrastructure — not just tactics — to stay visible. We built Brandi’s Content Compass and the Optimization Hub to close that gap by turning high-value assets into structured content that AI can understand, trust and cite without changing the brand’s voice or intent.”

Also Read: Part 4: The Future of Marketing Isn’t Smarter Tools — It’s Smaller Human Teams

Optimizing for AI Without Rewriting

The Optimization Hub focuses on improving how AI systems interpret existing content rather than replacing it. The platform enhances clarity, entity recognition, and structural organization so that material is more likely to be referenced in AI-generated answers — a practice often described as Generative Engine Optimization, or GEO.

Unlike many AI tools, Brandi AI does not rewrite or simplify source material. Instead, it provides a transparent, side-by-side review process that allows marketing teams to approve optimizations while preserving nuance and narrative consistency.

The capability is particularly aimed at organizations trying to ensure that long-form thought leadership and brand messaging remain discoverable as search behavior shifts from traditional engines to conversational AI platforms.

Also Read: Agentic GTM Isn’t ABM 2.0; It’s a New Model Entirely

Broader Support for Core Marketing Assets

With the latest release, Brandi AI has expanded the range of content types the Optimization Hub can process. Newly supported formats include:

• Core website pages
• Ebooks and long-form thought leadership pieces
• Landing pages and gated assets
• LinkedIn Pulse articles and social posts
• Press releases and media materials

The system allows teams to optimize a single asset for AI and then generate multiple AI-adapted versions across channels. Brandi AI says this approach reduces duplication of effort while keeping messaging consistent across platforms.

Also Read: Why B2B Got Marketing Right Before Everyone Else

New Tools for LinkedIn Visibility

Recognizing LinkedIn’s growing influence in business discovery, Brandi AI has also introduced LinkedIn-specific optimization features.

From one optimized source document, users can now automatically generate a structured LinkedIn article and a shorter LinkedIn post designed to reinforce key themes and expertise signals that AI systems rely on when forming responses.

Because LinkedIn content increasingly informs both human audiences and AI-generated summaries, the company says this capability helps brands strengthen their perceived authority across digital ecosystems.

Designed for an AI-First Marketing World

Brandi AI positions the platform for enterprise teams grappling with a rapidly changing landscape, including chief marketing officers, SEO specialists, public relations professionals, and product marketers seeking to maintain narrative control as AI reshapes how information is found and consumed.

“As AI systems become the default interface for research, Brandi AI offers the infrastructure brands need to remain visible and competitive in a fundamentally reshaped discovery environment,” the company said in its announcement.

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Artificial intelligence has turned a once simple truth into a daily operational challenge: web pages are never truly finished.

Content ages. Questions change. Search behavior evolves. And with AI search systems able to analyze far more information than any human ever could, the weaknesses of outdated pages are now exposed in real time.

Most organizations already know their content is aging. What has changed is that AI systems are surfacing those gaps directly to customers—and the impact is immediate.

That shift is forcing a new mindset for marketing teams. Pages can no longer be treated as static deliverables. They must be managed as living assets—continuously maintained to remain discoverable, trusted, and relevant across both traditional search and AI-driven answers.

The Data Problem Behind Content Decay

Keeping content current should be straightforward. In practice, it is anything but.

The signals needed to make smart updates are scattered across multiple systems:

• SEO performance lives in Google Search Console
• Engagement metrics sit in GA4
• AI visibility and citations appear in AirOps
• Freshness data is tracked in a CMS—or worse, a spreadsheet

When information is fragmented, two things break down:

• Decision-making slows, turning prioritization into debate
• Updates become imprecise, leaving teams to optimize blindly

AirOps says it built Page360 to solve that problem by creating a single data layer for agent-driven content growth.

Also Read: Agentic GTM Isn’t ABM 2.0; It’s a New Model Entirely

A Unified View of Performance

Page360 brings together the metrics that matter most for modern content teams in one interface:

• AI search signals, including citations and prompts from ChatGPT and other models
• Google Search Console data such as clicks, impressions, CTR, and rankings
• GA4 engagement insights
• Page age and last-updated dates

The result is a consolidated view that connects discovery, engagement, and AI visibility—allowing teams to act quickly instead of toggling between dashboards.

For example, Page360 can surface:

• “Almost page one” SEO opportunities
• Pages experiencing meaningful declines
• Content cited for specific AI-generated questions
• Pages receiving traffic from AI tools
• High-performing pages that are becoming outdated

Rather than exporting data and stitching it together manually, marketers can see the full picture at a glance and move directly to action.

Smarter Workflows for AI-Driven Content

AirOps positions Page360 as a foundation for more intelligent content operations. By giving AI agents full context about a page’s performance, teams can design workflows that produce more precise updates.

Instead of generic optimizations, agents can determine:

• Which questions a page is being cited for—and which it misses
• Whether declines stem from weaker discovery or poor engagement
• If content is losing relevance in fast-moving topics
• What changes are most likely to improve citations and traffic

The company says this context-driven approach significantly improves the quality of AI-assisted revisions.

Also Read: Why B2B Got Marketing Right Before Everyone Else

A Practical Path to Quick Wins

One of the clearest opportunities lies in refreshing existing content. AirOps research suggests pages less than three months old are three times more likely to be cited by AI systems.

Page360 helps teams pinpoint those opportunities by combining:

• AI prompts and citation data
• SEO demand signals
• Page freshness metrics

The platform identifies pages that already perform well and attract AI citations but no longer fully address current questions—prime candidates for high-impact updates.

A Single Source of Truth

“Marketers have spent years optimizing for search and web analytics, and now AI search has completely changed the rules,” said Alex Halliday, co-founder and chief executive of AirOps. “Each of these systems influences the other, yet they remain disconnected. Page360 gives teams one source of truth for how their content performs everywhere and the ability to act the moment they see an opportunity.”

AirOps says customers using targeted refresh programs have achieved traffic gains of more than 40 percent, underscoring the value of precise, data-driven maintenance.

Built for Teams and Leaders

Page360 is designed for both hands-on practitioners and executives:

• Content engineers and SEO leads can prioritize updates and deploy them faster
• CMOs and heads of content gain clearer visibility into what drives results

In an era when AI search rewards clarity and freshness, AirOps argues that maintaining content is no longer optional—it is essential infrastructure.

To learn more, contact the AirOps team.

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WPP launches WPP Open Pro, a groundbreaking new edition of its AI marketing platform, WPP Open, designed to empower brands of all sizes to plan, create and publish campaigns independently. WPP Open Pro will expand WPP’s reach across the global advertising market while also offering an efficient route for existing clients to leverage WPP’s platform and tools.

WPP Open Pro represents a significant shift in the industry, with WPP being the first of its peers to provide a range of integrated, AI-powered delivery models. The new platform enables WPP to service the evolving needs of its current client base and grasp the opportunity to increase its addressable market of brands that may not have previously had the resources to benefit from its expertise.

Unveiled by WPP CEO Cindy Rose, WPP Open Pro is the new edition of WPP Open – the company’s AI platform for marketing – which helps brands to plan campaigns, create large volumes of on-brand content and quickly deploy assets at scale independently.

“The rapid acceleration of technology is fundamentally reshaping our industry and WPP is embracing the opportunity to lead that change,” said Cindy Rose, CEO of WPP. “Our talented teams will always be at the heart of what we do, providing world-class strategic and creative partnership to the world’s most complex brands with WPP Open at the core. Now, we’re adding WPP Open Pro to our offer, a powerful new edition that puts our AI advantage directly into the hands of a much wider array of brands and businesses. This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era.”

Built on WPP Open – which will continue to be at the center of WPP’s managed service offering that combines talented global teams with integrated technology – WPP Open Pro packages three powerful, connected functional areas into a simple interface that allows marketing teams, from established enterprises and WPP clients to emerging businesses, to:

• Plan with AI-powered strategy: Users can access WPP’s foundational data and insights to develop campaign strategies, better understand audiences and evaluate competitive landscapes quickly. This is powered by AI agents which draw on WPP’s deep proprietary, partner and industry data.
• Create content at scale: Marketers can generate on-brand, channel-specific ads and content in seconds, automating production while maintaining brand integrity and driving performance.
• Publish campaigns: WPP Media clients can seamlessly integrate with and hand off to WPP’s Open Media Studio for enhanced media execution. Alternatively, the platform allows brands to publish content directly to major ad platforms.

Integrated differentiation in a crowded market

WPP Open Pro stands apart from competitors by offering a comprehensive, integrated solution for campaign implementation, connecting strategy, content creation and performance optimization with enterprise-grade consistency.

Bringing together some of the most powerful and specialized capabilities of WPP Open, the new platform is an ideal solution for distinct business units or regional teams within a global brand, giving them the freedom to adapt campaigns and personalize content while ensuring global brand compliance. Crucially, it is also designed to help cater to the unserved segment of the worldwide advertising market.

Also Read: Edition 3: Sharp Minds Decoding Tech’s Next Wave

It is equally valuable for a performance-based marketer in a fast-moving sector like e-commerce or finance, who needs to rapidly create, test and optimize high volumes of ads to drive measurable outcomes. Furthermore, WPP Open Pro also provides smaller businesses, startups and growing brands with direct access to professional-grade tools and WPP’s intelligence, allowing them to generate quality content and publish campaigns, thereby expanding their potential for market growth.

“While some companies hide their AI behind service teams or focus on just one part of the journey, WPP Open Pro is an integrated solution for campaign implementation, built to deliver outcomes, not just assets,” said Stephan Pretorius, Chief Technology Officer at WPP. “This makes it ideal for clients and brands seeking consistency and compliance at scale, performance marketing teams focused on optimizing outcomes, and, crucially, provides smaller, agile marketing teams and emerging brands with direct access to WPP’s professional capabilities and intelligence. It is simple, intuitive and transformative, giving marketers control, speed and scale with enterprise-grade quality.”

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Contentful, a leading digital experience platform, in collaboration with Atlantic Insights, the marketing research division of The Atlantic, today released a new study, ‘When Machines Make Marketers More Human.’ This study challenges the notion that AI will replace many marketing functions and instead demonstrates how AI can amplify marketers’ effectiveness, creativity, and impact.

Based on surveys and interviews with hundreds of senior marketing leaders worldwide, the report finds that “evidence-based creativity” is emerging as the defining capability of modern marketers. Whether on skills – 46% of respondents cited data analysis and interpretation as the top skill needed in the profession today – or on measuring efficacy – 34% of successful marketers define success according to strong performance metrics or ROI – it’s clear that data-driven marketing is only accelerating in the age of AI. Combining human creativity with AI-driven insights is essential to producing, testing, and scaling ideas with measurable impact.

Beyond creativity, the research highlights a broader evolution of the marketing skillset. A new generation of “full-stack marketers” is taking shape. They are fluent in creating AI-enabled workflows, writing effective prompts, navigating diverse technology stacks, and embedding AI tools into daily operations. Nearly half of marketers report using both AI copilots in productivity software (49%) and generative tools for content creation (48%), underscoring how quickly these tools are becoming part of the day-to-day workflow. Combined with growing expertise in digital experience design, personalization strategy, and governance, these capabilities signal a fundamental shift in what it takes to succeed in marketing today.

“There is a growing fear that AI will erase marketing jobs, but that concern is misplaced. The real risk is failing to use AI strategically,” said Elizabeth Maxson, Chief Marketing Officer, Contentful. “When marketers invest in the right tools that support their teams’ daily work and prioritize marketing talent that blends creativity with analytics, AI stops being hype and starts delivering meaningful results.”

“Marketing is a deeply creative industry, but there is an urgent need for marketers to start thinking more like engineers in order to keep pace with the rise in AI,” said Alice McKown, Publisher, The Atlantic. “Tomorrow’s most valuable marketing leaders won’t be defined as creative or analytical. They’ll be both.”

Also Read: Marketers, Are You Ready for the Search-First Consumer?

Key Findings from the Report

Evidence-based creativity is the new marketing superpower — and organizations are investing to get there.

• The marketing skills that matter most today are data analysis and interpretation (46%) and digital experience design (40%), followed by personalization strategy (37%), and writing for AI tools (37%).
• 33% of marketers rank campaign testing and optimization as a top skill — reflecting a shift toward data-informed creative instincts.
• 45% of organizations already offer AI training, a clear marker of organizational maturity.

The “Optimism-Execution Gap” reflects the chasm between AI’s potential and reality; ROI is still a work in progress.

• Marketers prioritize AI investment, with 74% investing in the technology and 34% allocating at least $500k toward AI marketing tools or initiatives over the next 12-36 months.
• Despite the investment, two-thirds of marketers say their current marketing technology stack isn’t helping them do more with fewer resources (yet).
• 89% of marketing teams are already using AI tools, but only 18% say it has reduced their reliance on developers or data teams

Also Read: How Retailers Are Using AI in Marketing to Drive Store Visits and Offline Sales

AI’s key opportunities and challenges differ by region, with Europeans prioritizing compliance and Americans focusing on rapid experimentation.

• EMEA marketers adopt a methodical, compliance-ready approach, with 58% selectively testing AI tools under a defined plan. Nearly a third (32%) emphasize governance skills such as brand voice, compliance and quality standards.
• U.S. marketers emphasize experimentation and rapid testing, with 37% focusing on campaign optimization (vs. 26% in EMEA). U.S. teams measure success by high content quality (45%) and flexibility (39%), while EMEA teams lean toward operational excellence and speed (43%).

The post Contentful Study: AI Makes Marketers More Human, Not Less appeared first on MartechView.

Swedish SaaS company Flowbox has acquired Danish Dreaminfluence, pushing Flowbox past 1,000 customers in Europe and bringing its annual recurring revenue (ARR) close to €9 million.

Founded in 2018, Dreaminfluence has built a leading influencer marketing platform used by more than 200 companies, including Estée Lauder, Mondelēz, and DK Company. Its curated network of hand-picked creators, real-time campaign tracking, content management tools, and streamlined payment processing simplify end-to-end collaboration between brands and influencers.

The acquisition aligns with Flowbox’s international growth strategy and follows its merger with the Spanish company Photoslurp three years ago. It further strengthens Flowbox’s position as Europe’s leading UGC platform, expanding its offering to meet the needs of the fast-growing UGC creator market.

Eulogi Bordas, CEO of Flowbox, commented:

THIS ACQUISITION IS A NATURAL STEP IN OUR MISSION TO TRANSFORM HOW BRANDS AND CREATORS COLLABORATE TO DRIVE E-COMMERCE ACROSS EUROPE. MORE THAN 80 PER CENT OF FLOWBOX’S CUSTOMERS ALREADY WORK WITH CONTENT CREATORS. BY INTEGRATING DREAMINFLUENCE’S UGC CREATOR NETWORK WITH OUR PLATFORM, WE’RE BUILDING A UNIQUE END-TO-END SOLUTION THAT EMPOWERS BRANDS TO SEAMLESSLY CREATE, ACTIVATE, AND SCALE AUTHENTIC CONTENT.

IT’S NOT JUST ABOUT TECHNOLOGY – IT’S ABOUT FOSTERING AN ECOSYSTEM WHERE BRANDS AND COMMUNITIES GROW TOGETHER THROUGH STORYTELLING AND MEASURABLE IMPACT.

Following the acquisition, Flowbox now serves over 1,000 customers, reports close to €9 million in ARR, and employs more than 60 people across offices in Stockholm, Barcelona, Amsterdam, and Copenhagen.

Mads Wedderkopp, CEO of Dreaminfluence, added:

OVER THE PAST YEAR, SEVERAL BUYERS EXPRESSED INTEREST IN DREAMINFLUENCE, BUT FLOWBOX QUICKLY STOOD OUT AS THE BEST MATCH. CREATORS AND INFLUENCER MARKETING ARE CENTRAL TO FLOWBOX’S VISION AND GROWTH STRATEGY, AND I COULDN’T IMAGINE A BETTER HOME FOR OUR TEAM AND PRODUCT. OUR CULTURES SHARE MANY SIMILARITIES, AND THE SYNERGIES BETWEEN OUR PLATFORMS ARE IMMENSE.

Wedderkopp will step into the role of Chief Revenue Officer at Flowbox. In addition to its founders, Dreaminfluence’s largest shareholder is Danish brand incubator Blazar Capital, while Flowbox’s largest shareholders post-acquisition are founder Marcus Carloni and Norwegian growth equity firm Viking Growth.

Eivind Bergsmyr, chairman of the board of Flowbox and partner at Viking Growth, shared:

THE ACQUISITION OF DREAMINFLUENCE SOLIDIFIES FLOWBOX’S AMBITION TO SERVE OUR CUSTOMERS WITH A BROADER PRODUCT PORTFOLIO IN LINE WITH OUR GROWTH STRATEGY. THE ACQUISITION INCREASES OUR SIZE AND POWER TO EXECUTE. THE COMBINED COMPANY WILL BE A STRONG SUPPLIER AND PARTNER TO OUR CUSTOMERS ACROSS EUROPE AND LATIN AMERICA.

Flowbox is an award-winning SaaS platform that helps brands harness and showcase authentic user-generated content (UGC) across their digital channels, from social media to e-commerce, to drive engagement, social proof, and sales. Trusted by leading brands like G-STAR, Desigual, Decathlon, and Intersport, Flowbox combines AI-powered automation, enterprise-grade features, flexible integrations, real-time analytics, and multi-platform support.

The acquisition was financed entirely through Flowbox shares.

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With 60% of Google searches ending without a click and buyers getting answers directly from AI overviews or large language models (LLMs), businesses face a new challenge in reaching their audiences. To help businesses grow and compete in the AI era, HubSpot, a leading customer platform, is launching Loop Marketing, a new playbook unveiled at INBOUND 2025, HubSpot’s flagship annual conference.

The Loop provides businesses with actionable strategies to get discovered, engage audiences, and personalise experiences, helping them stay ahead in a rapidly evolving digital landscape.

“The old marketing funnel assumed customers would come to you. They visit your website, read your blog and convert on your terms,” said Kipp Bodnar, Chief Marketing Officer at HubSpot. “Now the funnel isn’t flowing, and the old playbook is broken. Loop Marketing is fundamentally different. It meets customers everywhere they are, uses AI to personalise each message at scale, and turns every interaction into a learning opportunity that makes the Loop stronger.”

In 2006, HubSpot created the Inbound Marketing methodology when the internet changed how people discovered brands and bought. More than 260,000 customers worldwide use HubSpot to put the inbound playbook into practice and grow their businesses. Now, HubSpot has evolved the methodology for the AI era of zero-click searches, powered by AI-overviews and LLMs. With the new Loop playbook and Marketing Hub features, teams can adapt to the shifting funnel.

The Loop Marketing playbook consists of four stages:

• Express: Define your taste, tone, and point of view before bringing in AI. Your brand identity and deep customer understanding are what separate great content from generic content. Performance at this stage is measured through the speed at which content is published and the cost of creating this content.
• Tailor: Use AI to make messaging personal, contextual, and relevant at scale. Leverage unified customer data—everything from CRM records to call transcripts to website behaviour. Performance at this stage is measured by click-through rate per channel.
• Amplify: Diversify content across channels to meet buyers where they are. Show up not just where buyers spend time — TikTok, Reddit, podcasts — but where AI provides answers. Performance at this stage is measured by conversion rate per channel, AI visibility, AI share of voice and number of citations.
• Evolve: Iterate quickly and effectively with AI. Instead of six-month campaigns, use AI to measure, predict, and adapt in real time. Performance at this stage is measured by the number of quantifiable leads and experiments.

“When humans and AI work together in the Loop, businesses grow in days instead of months, creating deeper connections with messages that feel personally crafted, lower acquisition costs through smarter targeting, and continuously improve as AI learns from every interaction,” said Bodnar.

HubSpot unveils new AI-powered products for hybrid teams

While Loop Marketing gives marketers a new playbook for growth, HubSpot is also unveiling over 200 AI-powered product updates designed to help businesses build smarter hybrid human+AI teams across marketing, sales, and service.

These updates include specialised AI teammates that understand each customer’s business context, built on a unified data foundation and embedded directly into workflows to power seamless collaboration between humans and AI.

Unified data: The foundation for AI

HubSpot’s new data hub unifies structured, unstructured, and external data to provide a robust foundation for AI tools. Key features include Data Studio, which uses AI to turn scattered context into unified data, and Data Quality, which automatically finds and fixes data problems.

Quality data allows AI to effectively eliminate busywork, empowering humans to focus on strategy and creativity. Examples include the new Marketing Studio within the Marketing Hub, which helps teams collaboratively plan and execute campaigns on an AI-powered canvas, while AI-Powered Email uses CRM data to create deeply personal messages. HubSpot’s new AI-powered CPQ (Configure, Price, Quote) functionality within the Commerce Hub can also streamline the quote-to-close process, allowing sales reps to focus on building relationships.

AI agents embedded into every workflow

The final layer of a human-AI hybrid team involves deploying AI agents to augment human teams. Key updates include:

• Data Agent: Researches and answers custom questions about customers by analysing users’ CRM, calls, emails, documents, and the web.
• Customer Agent: Now covers the entire front office, effortlessly switching hats from qualifying prospects to tapping directly into HubSpot records to personalise replies.  It uses CRM data for personalised responses and resolves 65%+ of conversations automatically.
• Breeze Assistant: Works with teams across HubSpot, their browsers, and mobile to streamline day-to-day work – summarising support tickets, creating branded content, and assisting with research.
• Custom Assistants: Specialised AI experts trained on processes, documents, and requirements for unique business needs.

The new product updates directly address core challenges identified in HubSpot’s State of Business Growth report for Singapore. With enhanced operational efficiency and AI implementation being top priorities for local businesses, these new tools provide a clear path forward. The complexity of technology integration, cited as a top barrier by about a third of Singapore companies, will be tackled head-on by HubSpot’s platform-first approach.

“Our research sends a clear message: digitalisation alone isn’t enough. The difference between stagnation and hyper-growth lies in integration and AI maturity,” said Carol Fong, Head of Asia at HubSpot. “We found that local businesses with fully integrated systems are ten times more likely to report outperforming their peers. Our latest AI-first updates provide the engine for the entire front office—sales, service, and marketing—to operate on a new level, augmented by technology. By unifying data and embedding AI agents directly into workflows, we are empowering Singapore businesses to close the digital performance gap and build the hybrid teams needed to win in the AI era.”

The post HubSpot Unveils Loop Marketing: Growth Playbook for AI Era appeared first on MartechView.

After noting that it was exploring picture-in-picture (PiP) playback for Instagram Reels back in March, Instagram has now moved to live testing of its new PiP option, which will enable users to continue watching Reels outside the app.

As you can see in these examples, posted by app researcher Radu Oncescu, Instagram is prompting some users to try out the new picture-in-picture option, while there’s also a new toggle for PiP in the playback settings.

To be clear, this is PiP related to video playback, not creation. There are ways to create PiP type videos within IG, but this is a functional option for viewing content, not creating it.

Both TikTok and YouTube already offer PiP functionality, which gives users another way to expand their content viewing beyond the app and can be a good way to continue watching while multitasking. Given the attention spans of modern audiences, this is probably a significant addition, and considering that it is already available in these other apps, it makes sense for IG to follow suit.  

As noted, Instagram chief Adam Mosseri was asked about the possibility of a PiP option back in March, as part of his weekly Q&A session. Mosseri said that he would look into it, and clearly, that has led to the development of the functionality.

Also Read: The 4Ps of Martech Unlocking Marketing’s Tech Revolution

It could help you increase retention rates and get more people watching longer clips, as they’ll be able to switch them to, essentially, background play as they do something else.

Or maybe it’ll just be a handy option for viewing TikTok. Either way, IG’s PiP option looks to be coming soon, and testing is now underway with some users.

Instagram has confirmed to SMT that it is currently testing this with a small number of users.

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Marketers have heard the advantages of designing customized materials. They can make target audiences feel more understood, enticing them to become repeat customers. Alternatively, some shoppers are uneasy when they see hyperpersonalized campaigns. They believe companies are using their personal information in manipulative ways. How can experts find a balance and avoid ethical quandaries associated with modern marketing?

Ethical Considerations in Custom Marketing

Automating personalization can help organizations reach customers who are more likely to convert. However, there is a fine line between using personalized data for meaningful marketing versus overstepping boundaries. 

With data breaches and consumer privacy scandals hitting headlines, people are becoming increasingly aware of how marketers use their information. These are some of the most prominent concerns professionals should be worried about before they engage with curated campaigns:

• Privacy violations: Using information without consent or expressing how the data will be used
• Discrimination: Personalizing in a way that promotes unfair, demographic-based pricing or filter bubbles
• Manipulation: Exploiting customers with sensitive information for corporate gain, making them feel vulnerable
• Data security: Exposing and misusing data that could lead to cybersecurity concerns

Another novel concern is artificial intelligence (AI). Generative AI, which 45% of marketers claim to be engaging with already, is prone to synthesizing outcomes incorrectly. Experts must fact-check AI determinations to prevent miscommunications or inaccurate portrayals of target audiences. 

Advice for Ethical Personalization

Get the most out of available data without crossing lines with these trade tips.

Obtain Explicit Consent

Marketers should always have easy-to-understand consent forms for customers. These should detail what information they will collect and how long they will store and use it. Describing the applications is crucial for making consumers commit without question. Robust opt-in features and confirmation emails can require multiple verifications and approvals of understanding.

Prioritize Data Security

Marketers must work alongside cybersecurity analysts to protect consumers. Hackers are finding new methods to pull data daily, requiring teams to outsource expert aid. Professionals know the best ways to protect specific programs and systems, ensuring they cooperate with compliance and security protocols. They recommend using immutable storage, updating encryption practices, and incorporating data minimization.

Create a Culture of Transparency

Every team member must prioritize authentic marketing equally. Otherwise, there could be inconsistencies at any campaign phase, including strategic planning and deployment. Establishing a transparency-focused culture requires regular training on how the organization will use and collect information. 

The effort will also refine existing privacy and data-usage policies, ensuring deletion happens as needed and access is limited. This is crucial for omnichannel campaigns because strategies can vary from platform to platform. This complexity may be why confidence in them has decreased. Only 24% of professionals believe omnichannel experiences were successful compared to 35% from the prior year.

Respect User Control

Customers should have complete control over their data. Even if they previously gave consent, they should be able to withdraw it at any point. Knowing they can revoke access to personal information whenever they want can make them feel better about sharing it with marketers in the first place. Incorporate simple-to-access opt-out options. People should be able to customize them, including complete deletion or toggling some sharing settings.

Focus on Value and Relevance

Customers will dismiss ads and abandon brand loyalty if they see irrelevant campaigns. Those who consent to giving data want to see it in action, so businesses need to prove they understand their audience. 

Every design, slogan and product should be justified as a valuable life improvement. So, focus on personalizing offers and ads based on what customers need and participate in regularly, instead of trying to manipulate them into deals or services that feel disingenuous. 

Avoid Discriminatory Practices

Sometimes, personalized marketing data can skew pricing and design choices. For example, a program may show a predominance of customers of specific genders or races. Overrelying on these insights could make marketing materials exclusionary or not representative of the target audience. Even if unintentional, these missteps can lead to alienating some consumers. Auditing data stores to reduce gaps and biased algorithms prevents these issues. 

Regularly Review and Update Practices

Buyer sentiments change often, and so should personalized marketing. Demonstrating adaptability in ads and products is essential for keeping people engaged. This requires attentiveness to updating regulatory policies and a desire to constantly overhaul the company’s perception of its buyer personas. Schedule consistent data and marketing audits to ensure everything is current and aligned with best practices.

Personalization Without Privacy Concerns

The average shopper is becoming more attuned to marketing tactics. They spend hours exploring social media and notice the increase in ads during their favorite shows, so marketers must become more intentional with data use. It should feel personalized to keep people engaged without making them feel betrayed. These techniques will help organizations set a valuable precedent for a future with even more information driving business decisions.

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