TMW #208 | Wednesday Martech Briefing
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The AI agent arms race, the politicization of social media, the age of AI search
Here’s the week in Martech:
- The AI agent arms race: Google joins the technological escalation of AI agents.
- The politicization of social media: TikTok’s US future hangs in the balance.
- The age of AI search: Google is bringing more GenAI to Search.
- Everything else: the new third-party cookie, GDPR takes on LLMs, FTC bans junk fees, the perceived value delivered by CDPs is falling, and more.
👇 Here’s everything you’ve missed in marketing and tech this week.
📰 Latest Developments
The AI agent arms race. AI agents have become the major battleground for Martech vendors that service the enterprise. Salesforce and Microsoft have made a series of splashy announcements in the space, but now Google is entering the race with the release of Google Agentspace for Google Cloud. There are three main components to Google’s new product: A NotebookLM integration that acts as a research assistant over a company’s own data; a search function that helps users find information across structured and unstructured data; and customizable AI agents that can undertake tasks on a user’s behalf. Speaking of AI agents, Salesforce announced in November that it would hire 1,000 additional sales staff to push its AI agent platform, Agentforce; in late December, the company indicated that it plans to double that number to 2,000. The big enterprise tech vendors are doubling down on their investments in AI agents and it’s unlikely to slow down any time soon. What does this mean for marketers? Well firstly, the roadmaps for these vendors are going to be heavily focused on AI agents, potentially to the detriment of existing products. Secondly, it’s more important than ever to focus on use cases and ROI for AI agents and not be persuaded by the hype around the tech. Link
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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.