TMW #211 | Wednesday Martech Briefing

Jan 29, 2025

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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Computer use, Martech commodification, more warehouse-native Martech

Here’s the week in Martech: 

  • Computer use: AI agents that take control of your mouse.
  • Martech commodification: Is commodification coming for the Martech industry? 
  • More warehouse-native Martech: Composability is catching on with new categories.
  • Everything else: Surveillance pricing is rife, AI agent consultants, AI acquisitions are still hot, SaaS buyer behaviors are changing, and more.

 đź‘‡ Here’s everything you’ve missed in marketing and tech this week.


đź“° Latest Developments

Computer use. If LLM developers can make AI more reliable, then "computer use" – where an AI agent takes control of your mouse to undertake tasks for you via the computer’s UI – may be the groundbreaking AI use case for marketers. Many of the AI agents being pitched by Martech companies work directly with data behind-the-scenes, rather than by taking control of your mouse. Anthropic released its “computer use functionality” late last year, and last week OpenAI followed suit with Operator, which can drive a user's web browser to undertake complex, multi-step workflows. There are a few ways marketers could use this. First, as Chiefmartec points out, this could turn AI agents into integrations by asking them to move data from one source to another (e.g. adding customer service tickets to an exclusion list in your email marketing platform). It could also speed up repeated Marketing Operations workflows like creating an executive summary PowerPoint based on data from your web analytics platform. Whether AI can become that reliable is still a big if, but if it does, then “computer use” AI agents look set to become a key part of Martech professionals' arsenal. OpenAI Operator | Chiefmartec


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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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

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