Salesforce

The acquisition will bring Fin’s customer agent platform to companies, accelerating time-to-value and expanding Salesforce’s ability to deliver autonomous agents.

Built on Zoom’s system of action vision, ZoomMate connects live conversational context to agentic search, workflow execution, custom agents, and AI content creation.

By leveraging Data 360, Agentforce, and Contentful’s composable APIs, global enterprises can deliver personalised, AI-assembled experiences at scale across channels.

The strength of a brand will be defined by the quality of its data, the clarity of its identity, and its ability to deliver value within AI-driven interactions. Visibility will still matter, but it will not be enough, says Mohammed Alkhotani, SVP & GM, Salesforce.

85% of UAE marketers trust AI to respond to customers versus 81% globally; yet 78% struggle to access the customer context needed for personalised engagement

As marketing technology stacks grow more complex, 2025 became the year consolidation turned strategic. From data intelligence to AI-driven personalisation, these acquisitions reshaped how enterprises think about scale, speed, and competitive advantage across the martech ecosystem.

With Commerce GPT, companies will be able to deliver personalised shopping experiences and customised offers using GPT-powered dynamic buying journeys.

The integration of Conversica AI-powered Revenue Digital Assistants (RDAs) into Salesforce Marketing Cloud will help companies engage leads and customers.

In case you missed it, here’s a look at the top headlines in the marketing and technology landscape. The news selected presents a snapshot of the evolving consumer terrain, how technology is being optimised to solve growing marketer challenges and significant drivers of customer experience trends. 

The companies intend to establish an acceleration hub for generative AI that provides organisations with the technology and experience they need to scale Einstein GPT.