MotionPoint, best known for its website localization tech, is expanding its playbook. The company just unveiled Transcreation for Marketing, an AI-powered self-serve solution designed to help global teams adapt marketing assets—ads, emails, presentations, even social posts—with cultural nuance.

It’s a move that pushes MotionPoint beyond translation and into something closer to cultural marketing. As Evan Kramer, CEO of MotionPoint, put it: “Delivering assets that not only speak the language but reflect the culture and context of each market is the next step in our mission.”

From Translation to Transcreation

Website localization has been MotionPoint’s bread and butter for years, but marketing teams often run into a gap: they may have a perfectly localized site, but the follow-up campaigns—ads, landing pages, social—fall flat if they’re just translated. MotionPoint’s new platform aims to close that gap by keeping tone, brand intent, and emotional resonance consistent across channels.

The tool allows marketers to upload text or documents, which are then AI-adapted for cultural context. Features include:

• AI-driven cultural adaptation for messaging and tone

• Glossaries and brand voice protection to preserve identity and product names

• Optional human review for nuance and authenticity

• Simple upload workflows for assets like PDFs and decks

The end result? A marketing experience that doesn’t just “work” in another language but actually lands with the intended audience.

Why It Matters

Consumers are savvy, and “just translated” content often feels generic, clunky, or even tone-deaf. MotionPoint argues that true global marketing requires parity—where every touchpoint, from a website to an Instagram ad, feels equally on-brand and culturally fluent.

This fits into a bigger trend in martech: brands are investing heavily in cultural personalization as competition for digital attention grows. It’s no longer enough to have localized sites; the supporting campaigns must feel native too.

MarketFully’s Bigger Picture

The launch also ties into the broader strategy of MarketFully, MotionPoint’s parent company. MarketFully wants to be the first platform to unify website translation, transcreation, and content creation under one roof. They call it InContent Marketing—content that’s in-language, in-culture, and in-market.

For marketers stretched thin, that means a chance to scale culturally fluent campaigns without waiting weeks for traditional localization pipelines. “The Transcreation for Marketing solution conserves a brand’s identity and voice while ensuring the content connects,” said Kajetan Malinowski, VP of Product at MarketFully.

If MotionPoint pulls this off, it could position itself as more than a localization vendor—it becomes a cultural intelligence partner for global marketing teams.

Get in touch with our MarTech Experts.

Artificial intelligence has gone mainstream in marketing. According to Basis Technologies’ latest annual survey, every marketing leader reported that their teams are using AI in advertising and marketing workflows, with 95% of professionals leveraging generative or agentic AI at least monthly—and a third using it daily.

The survey, titled AI and the Future of Marketing, polled 140 professionals across agencies, brands, and publishers in August 2025, revealing how AI tools are shaping productivity, risk, and workforce dynamics.

AI Adoption Is Exploding

The most common AI applications are ideation and research, cited by 76% or more of respondents. ChatGPT dominates as the tool of choice, used by 88% of professionals, far ahead of other AI platforms. Paid AI subscriptions are also on the rise, with over 65% of organizations investing in premium tools, up from 44% in 2024.

Efficiency gains are palpable: more than 73% of respondents reported being moderately or significantly more productive over the past year thanks to AI—a notable jump from 54% in 2024.

Yet adoption doesn’t always mean automation. Only 20% of organizations currently “employ” AI agents, and while 25% report having replaced—or planning to replace—employees with AI, most professionals (66%) feel little risk of losing their own roles in the next 3–5 years.

Rising Concerns and Risks

AI’s rapid adoption comes with growing apprehension. Survey respondents cited brand safety, misinformation, copyright liability, and environmental impact as key risks:

• 86% are concerned about copyright and legal exposure

• 70% support regulation of AI’s development and use

• 63% are worried about AI’s energy footprint

• 100% see generative AI as a brand safety risk, with 40% calling it significant

Interestingly, nearly one in five marketers report deprioritizing SEO because of AI’s influence on search, signaling a shift in digital strategy priorities.

The Industry Implications

The survey underscores a broader industry trend: AI is no longer optional for marketers. Tools like generative AI and automated analysis are embedded into daily workflows, accelerating ideation, content creation, and campaign optimization. However, professionals must balance these gains with oversight, governance, and ethical considerations.

“The Basis annual AI survey shows that this is an unstoppable force in business, especially advertising and marketing,” said Katie McAdams, CMO of Basis Technologies. “AI’s benefits far outweigh concerns for now, but marketers must remain vigilant about its unintended consequences.”

For agencies and brands, the message is clear: adopt AI strategically, maximize efficiency, and remain mindful of risks—or risk falling behind in a digital-first, AI-driven marketing landscape.

Get in touch with our MarTech Experts.

Accenture (NYSE: ACN) has acquired MomentumABM, a UK-based growth consultancy specializing in account-based marketing (ABM), as part of its push to expand B2B marketing capabilities under Accenture Song. The move strengthens Accenture’s ability to help enterprise clients transform marketing in an era of growing complexity and elevated customer expectations.

Founded in 2011, MomentumABM provides end-to-end B2B marketing advisory services—from strategy development and operating model design to capability building and program execution. Its roughly 90-person team, based in London and Boston, has a proven record across technology, financial services, and B2B sectors, helping organizations align commercial teams with client insights and optimize marketing strategies.

MomentumABM will bring proprietary methodologies, including its ABM Adoption Framework and Customer Buying Index (CBX), along with award-winning practices and a recognized ABM certification. The consultancy previously bolstered its capabilities through the acquisition of ITSMA five years ago.

B2B Marketing in Transition

The acquisition comes as the global B2B marketing services market is projected to grow from $22.77 billion in 2025 at a 6.7% CAGR through 2030. Accenture aims to leverage MomentumABM’s expertise to deliver AI-powered personalization, integrated customer-centric growth strategies, and connected sales and service models for enterprise clients.

“With the acquisition of MomentumABM, Accenture Song continues its commitment to helping B2B marketing leaders accelerate customer growth and reinvent the future of marketing,” said Sohel Aziz, Accenture Song lead for the UK, Ireland, and Africa. “MomentumABM is an essential part of this transformation, enabling clients to redesign operating models and develop future-ready capabilities.”

Alisha Lyndon, CEO and founder of MomentumABM, added: “By joining Accenture Song, we combine our ABM expertise with Song’s global scale, AI investments, and customer reinvention capabilities. This enables clients to define and scale strategies while strengthening operations.”

This acquisition follows a string of strategic moves by Accenture Song to bolster its marketing transformation capabilities, including purchases of Unlimited, GemSeek, Mindcurv, and ConcentricLife.

Terms of the transaction were not disclosed.

Get in touch with our MarTech Experts.

Australian businesses just got a major upgrade in how they ship products. Australia Post and Shopify have rolled out a direct integration that cuts out the middle steps of fulfillment, letting merchants book shipments, print labels, and track parcels without bouncing between systems.

For merchants, it’s a big time-saver. Tracking numbers are now auto-assigned to Australia Post deliveries inside Shopify, eliminating the clunky copy-paste routine that used to bog down order fulfillment. Considering around 40% of Australia Post’s My Post Business customers already use Shopify, this move feels less like a convenience feature and more like a must-have evolution.

Why Now?

E-commerce in Australia is exploding. Australians spent $19.2 billion online in the last quarter alone, a 15% year-over-year spike, according to Australia Post. With online shopping cemented as the default for many households, smoother shipping isn’t just nice to have—it’s table stakes.

Gary Starr, Executive GM of Parcels, Post and eCommerce Services at Australia Post, framed the partnership as an answer to rising consumer expectations. “We want to make the shipping process as seamless as possible for both merchants and consumers,” Starr said. Translation: if checkout is instant, shipping needs to feel the same.

What It Means for Merchants and Shoppers

For businesses, the integration streamlines operations and slashes the friction in fulfillment. For shoppers, the benefits are indirect but meaningful. Through Shopify’s Shop app, customers can track deliveries in real time, giving them the same sense of instant gratification they’re used to when streaming or ordering food.

And this isn’t a one-off. Shopify has been busy beefing up its built-in fulfillment tools globally, striking deals with other carriers and adding bulk order processing to turn what used to be manual tasks into something closer to autopilot.

Shaun Broughton, Shopify’s Managing Director for APAC & Japan, called the partnership “a strategic collaboration” that strengthens small and growing businesses. In other words, the platform isn’t just trying to woo enterprise giants—it’s doubling down on the small shops that form the backbone of Australia’s digital economy.

The Bigger Picture

The Shopify–Australia Post integration is less about bells and whistles and more about survival in a market where Amazon looms and consumer patience shortens by the day. Faster fulfillment is becoming a competitive advantage, not a perk.

For now, the takeaway is simple: if you’re an Australian business shipping through Shopify, your life just got easier—and your customers probably won’t even notice. And that’s exactly the point.

Get in touch with our MarTech Experts.

Selling software is hard. Selling software with AI doing the pitching? That’s what Locafy (NASDAQ: LCFY) just pulled off—and the early results look surprisingly strong.

The Australia-based SaaS company, known for its location-based digital marketing solutions, unveiled the first results from its AI Sales Team initiative. In short: bots booked meetings, qualified leads, and even helped secure proof-of-concept deals—all without a human cold caller in sight.

AI That Doesn’t Just Talk, It Sells

In August, Locafy trained its AI sales agents on the company’s product suite and set them loose on a pilot campaign targeting 900 Australian digital marketing agencies. The AI handled outreach exclusively via SMS over four days.

Here’s what came back:

• 25 meetings and presentations booked directly into partner calendars (a 12.5% conversion rate among engaged agencies).

• 652 two-way SMS conversations, generating 1,650+ back-and-forth messages.

• 130 qualified warm leads funneled into Locafy’s CRM for AI-driven voice-call follow-up.

And unlike traditional cold outreach, the follow-through was impressive. Every meeting generated by the AI took place, with conversion rates tracking above 50%. That’s not “spray and pray”—that’s precision.

From Franchise Giants to Boutique Agencies

The leads weren’t just random shops either. Locafy’s AI landed opportunities with a national home services franchise overseeing 700+ locations, a major digital agency serving 450 clients, and several mid-sized agencies now testing proof-of-concepts.

For CEO Gavin Burnett, the message is clear: “These initial results highlight the power of our AI sales engine in driving both partner acquisition and customer engagement.” In other words, AI isn’t just an internal tool—it’s a frontline salesperson.

A Scalable Model with U.S. Ambitions

Locafy’s next target is the U.S., where the company counts 55,000 agencies in its database. If the Australian trial is any indication, scaling AI-driven sales outreach could reshape how SaaS companies approach partner acquisition.

Of course, AI in sales isn’t new—Salesforce, HubSpot, and others have been experimenting with it for years. But Locafy’s experiment feels more plug-and-play than predictive analytics dashboards. This isn’t AI giving reps talking points—it’s AI doing the talking.

Why It Matters

For agencies, it could mean faster access to solutions without wading through endless cold calls or generic LinkedIn pitches. For Locafy, it’s proof that a leaner, automated go-to-market motion might punch above its weight against bigger rivals.

If AI can reliably close deals—or even just get them to proof-of-concept—it may change the math of SaaS sales teams everywhere. Locafy’s bet is that its AI isn’t just a novelty, but a replicable growth engine. Early data suggests they might be right.

Get in touch with our MarTech Experts.

Webtel.mobi (WM), a global specialized mobile provider, has wrapped up an upgrade to its AI-powered “All Transactions” platform—and it’s marking the milestone in an unusual way: giving away Oasis tickets.

The company announced a media campaign built around three competitions for the sold-out Oasis concert at Wembley Stadium on September 28, 2025. Up for grabs: one Diamond Hospitality pair and two standing pairs, all hosted on the competitions platform Raffall.

Why Oasis? Why Now?

It’s not every day a telecom runs a campaign tied to a rock reunion, but timing is everything. WM is in the final stretch of polishing its new UI, redesigned to appeal to retail users rather than just enterprise and specialist clients. The Oasis tie-in adds a splash of pop culture relevance as the company prepares to relaunch its global “All Transactions” services in October.

Keeping It Clean

The choice to host via Raffall wasn’t just logistics—it was optics. By outsourcing draws and winner selection to a recognized competitions platform, WM ensures transparency while avoiding the appearance of handling its own contests. It’s a small move but one that underscores credibility as the company steps into a broader consumer spotlight.

The Bigger Play

The competitions are running September 1–25, but the real headline is what happens afterward. Once the UI refresh wraps in October, WM plans to relaunch its “All Transactions” system worldwide from a single, unitary platform.

That global relaunch puts WM in position to push beyond its niche market and test whether consumers are ready for a more retail-friendly take on what has traditionally been enterprise-grade fintech-meets-telecom infrastructure.

For now, Oasis superfans may be focused on Wembley tickets. But behind the noise, WM is quietly tuning up for its own encore.

Get in touch with our MarTech Experts.

Enterprise marketers know the drill: you’ve got one audience segment, but you need it live in Google Ads, Meta, Microsoft Ads, and maybe your data lake too. That usually means rerunning the same extraction multiple times, paying the compute bill for every query, and manually pushing the segment into each destination.

MessageGears wants to make that busywork a thing of the past.

The warehouse-native engagement platform announced a major enhancement that allows marketers to configure multiple external destinations within a single campaign. Translation: one extraction, one workflow, multiple endpoints.

Why It Matters

For enterprise teams, the payoff is speed, precision, and a lower cloud bill. Instead of pulling 500,000 rows five separate times to send to five destinations (2.5 million rows total), MessageGears now does it with a single query. That cuts database strain, reduces costs, and ensures every team is working from the exact same audience.

“By minimizing extractions and consolidating operational workflows, we’re not just saving our customers time – we’re unlocking cost efficiencies and data consistency at enterprise scale,” said Eugene Yukin, VP of Product at MessageGears.

Beyond Marketing Ops

The benefits extend beyond campaign managers. With multi-destination campaigns, organizations can syndicate segments like “recent app abandoners” or “discount shoppers” directly into their central data lakes—whether on S3 or Google Cloud. Analysts get fresh data for dashboards, data science teams can feed cleaner segments into ML models, and finance can reconcile against the same audience extract. In short, less duplication, more alignment.

CDP-Level Functionality Without the Bloat

This move positions MessageGears closer to a reverse ETL + CDP hybrid, collapsing what often requires multiple tools into a single cross-channel engagement platform. While traditional ESPs or CEPs force marketers to recreate segments repeatedly, MessageGears’ approach leans into warehouse-native architecture—giving enterprises a way to streamline their stack while maintaining control.

Competitive Edge

Multi-destination campaigns aren’t just about efficiency. They’re about consistency. With audiences flowing simultaneously into Meta, Google Ads, and Microsoft Ads, marketers can align messaging across platforms without worrying about segment drift or sync delays. And with unified error reporting, troubleshooting becomes far less of a guessing game.

For enterprise brands looking to balance cost discipline with data-driven growth, this enhancement could shift how teams think about campaign orchestration. One audience. One query. Many destinations.

MessageGears says the feature is now live for all customers.

Get in touch with our MarTech Experts.

Small businesses are working harder than ever on marketing—but they’re not feeling good about it.

That’s the takeaway from Constant Contact’s new Small Business Now report, The State of Small Business Marketing. The study paints a paradoxical picture: while SMBs are spending more, using more sophisticated tools like AI and video, and leaning on reliable channels like email, their confidence in results is eroding.

In 2024, 27% of SMBs felt “very confident” in their marketing. In 2025, that number is down to just 18%. In the U.S., many admit they’re “not confident at all.”

Economic Pressure Meets Marketing Fatigue

Small businesses globally are still battling rising costs, tariffs, and supply chain turbulence. According to the report:

• 44% cite rising goods costs as their top concern.

• 62% say tariffs have negatively impacted operations.

• Nearly half have raised prices, while 39% have switched suppliers.

Regional differences are telling. Canadian SMBs are leaning into the “Buy Canadian” movement, even as U.S. trade policies bite. In Australia and New Zealand, optimism is highest, with 67% of SMBs upbeat about the year ahead.

More Marketing, Less Clarity

Despite the turbulence, SMBs aren’t retreating from marketing—they’re doubling down.

• 37% increased marketing spend this year.

• 44% now say email is their most effective channel, nearly doubling from 2024.

• But 42% have less than an hour a day to spend on marketing.

• And the top frustration globally? Not knowing what’s working.

This mismatch—more effort, less confidence—is driving the anxiety.

“Small businesses are under real pressure to see positive results from their marketing, but many feel like they are doing more without getting more back,” said Smita Wadhawan, CMO at Constant Contact.

AI and Video on the Rise

The bright spot is technology adoption. Nearly half (48%) of SMBs globally are now using AI in some form, mostly for copywriting and social posts, but also for visuals and data analysis.

Those who use AI across multiple channels are seeing measurable gains in email, paid social, and search performance. Still, concerns linger:

• 35% worry about data privacy.

• 31% distrust AI-generated content.

• 26% fear it weakens brand voice.

Video has become nearly universal, with 78% of SMBs using it. Customer testimonials, culture clips, promotions, and practical tips are the most effective formats.

The Bottom Line

Small businesses are hustling. They’re raising budgets, adopting AI, and embracing video. But marketing confidence is sliding, weighed down by economic uncertainty and the sheer difficulty of proving ROI.

Constant Contact’s findings suggest the next frontier isn’t just giving SMBs more tools—it’s giving them more clarity.

Get in touch with our MarTech Experts.