TMW #206 | Wednesday Martech Briefing

Dec 18, 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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Consumer AI agents, is document collaboration Martech? AI’s continuity problem

Here’s the week in Martech:

Consumer AI agents: Google is poised to own the consumer side of AI agents.
Is document collaboration Martech? When CX intersects with file sharing.
AI's video continuity problem: Consistent characters and objects is the big hurdle for AI video generators.
Everything else: Slop protection, agentic infrastructure, Martech is still not meeting expectations, and more.

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

📰 Latest Developments

Consumer AI agents. We've covered the possibilities that AI agents present for brands in terms of automating manual marketing processes and increasing marketing ops efficiency, but what about the other side of the coin… consumers? Well, Google appears to be setting itself up to be at the forefront of the consumer AI agent landscape with the release of Gemini 2.0, including Project Mariner, which enables AI agents – via a Chrome browser extension – to understand complex instructions and execute multi-step processes. Although other LLMs have similar capabilities, they don't have a dominant web browser as part of their product suite, which is why Google is uniquely placed if Agentic AI becomes the norm for how consumers browse the internet and search for products. Project Mariner is still in limited access as a prototype, but it's clear this is being built to streamline the online search and purchase process for consumers, with the company saying that during testing, the AI agent will ask "users for final confirmation before taking certain sensitive actions, like purchasing something." The question for Google in this Brave New World of AI search agents is: How will the company monetize this? If consumers don't have to trawl through search results anymore, does this cannibalize its Search ads business? Link

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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.