TMW #204 | Wednesday Martech Briefing

Dec 4, 2024

Welcome to The Martech Weekly, where every week I review some of the most interesting ideas, research, and latest news. I look to where the industry is going and what you should be paying attention to.

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An AI agent ecosystem, rightsizing Martech, diminishing departmental budgets

Here’s the week in Martech:

An AI agent ecosystem: Google is creating an AI agent marketplace.
Rightsizing Martech: ‘Acquire and fire’ Martech deals are incoming.
Diminishing departmental budgets: AI is moving budgets towards IT.
Everything else: shop like a pro, difficult DMA trade-offs, private identity stitching, a brief history of RCS, and more.

👇 Here’s everything you’ve missed in marketing and tech this week.

📰 Latest Developments

An AI agent ecosystem. Where and how AI agents are deployed in enterprise Martech stacks is still up for grabs, but Google thinks it has the answer with the release of its AI Agent Space, which is a new Google Cloud Marketplace category that allows brands to license third-party AI agents built on the Google Cloud Platform (GCP). In a data warehouse-centric stack, it’s the cloud data platform that holds the most data, so perhaps it is inevitable that these platforms will account for most of the AI agents in operation for enterprises. This release further burnishes the credentials of cloud data platforms as the future home of AI agents, particularly in the data management space. Like other digital marketplace platforms, it could introduce untoward incentives as the cloud data platforms increasingly intermediate how brands access AI agents from third parties, but for now, it's a logical step towards getting AI agents closer to the enterprise's data. It should also bring additional value to GCP users, as third-party developers can create out-of-the-box AI agents that address niche business challenges that GCP might not deem valuable enough to develop itself. 💬¹ Link

💬 Insights from Alium, The Buyer Intelligence Platform:

An AI agent ecosystem: “[Regarding] the inbox ticket [system], as the business grows, I can't grow my staff. That's just not sustainable. So really looking at platforms of how they're leveraging AI to help manage those easy tickets, issues like “where's my order?” I should be able to automate “where's my order?” tickets all day long.”
Retail | $100M to $500M revenue | 50 to 500 employees

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.