TMW #210 | Wednesday Martech Briefing
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Force-fed AI, TikTok’s boomerang, UK takes on Google Search
Here’s the week in Martech:
- Force-fed AI: Big Tech is crowbarring AI into existing licenses.
- TikTok’s boomerang: The company left and then came back in a weekend.
- UK takes on Google Search: More antitrust regulation for Google.
- Everything else: Hallucinating AI summaries, the future of copyright, casino media networks, SaaS stacks and spending are growing again, and more.
👇 Here’s everything you’ve missed in marketing and tech this week.
📰 Latest Developments
Force-fed AI. You reap what you sow. The concept derives from the Old Testament, but it also applies in the modern day to SaaS pricing for AI features. Google and Microsoft both made announcements last week that demonstrate their keenness to reap the revenue from the AI investments they've sown over the last few years. Both companies took the brazen approach of adding their AI capabilities into Google Workspace and Microsoft 365 plans by default and increasing the price, respectively by $2 and $3 per user per month. Microsoft will additionally charge a consumption-based fee for the usage of its AI agents via Copilot Studio. Neither of these are strictly Martech products, but this does provide cloud cover for Martech vendors to follow suit in an effort to recoup their massive investments in AI, particularly for platforms that have established a strong degree of vendor lock-in. Crowbarring AI into existing user licenses is also a clear indication that these capabilities haven't yet found broad product-market fit (PMF); instead, Google and Microsoft are trying to force PMF on their customers. Google | Microsoft
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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.