Agentic AI

Source gives every person on a marketing team, along with the agents working alongside them, a governed workspace built around the job they own.

With Operate inside Shift AI, a studio can define that experience by segment, down to the screen itself, and ship it instantly, instead of waiting on a review process.

Optimizely is also introducing Mark-Bench, an open-source benchmark built to evaluate AI performance for the marketing domain specifically.

Adaptive Advertising uses market and business intelligence to adapt strategy-level decisions across investment, audiences, channels, frequency and messaging.

New conversational capabilities and MCP empower marketers to seamlessly manage, execute, and optimise cross-channel campaigns using natural language.

The ads MCP server by Meta provides secure access to campaign data, and NIVO adds advertising expertise and workflow intelligence to transform those signals into meaningful action.

The expanded partnership combines Claude’s reasoning with Salesforce’s data, workflows and governance to power trusted enterprise action directly in Claude.

Virtual Teammates can take on defined responsibilities, retain organisational knowledge, and proactively complete work without repeated prompting.

LiveNexus Agent Assist is designed to work across existing customer service environments with limited disruption.

Wavelength drafts the campaign, builds the segment, and catches the broken journey before a marketer has even started planning.