In a world where speed, scale, and precision define competitive edge, Qualtrics and PureSpectrum are cutting the lag time out of market research—literally.

Qualtrics, the pioneer of experience management (XM), has partnered with PureSpectrum, a leader in data quality and market research tech, to launch next-gen synthetic research capabilities. Their shared goal? Shrink weeks of panel-based research into minutes of AI-driven insight—without compromising data fidelity or nuance.

This marks a major step forward in AI-powered market intelligence, especially as research teams seek faster, more cost-effective ways to understand dynamic consumer behavior.

The Shift to Synthetic Panels

Under the partnership, PureSpectrum will adopt Qualtrics as its exclusive synthetic panel provider, combining PureSpectrum’s expansive training dataset with Qualtrics’ proprietary AI models. The result: synthetic insights that mirror real-world sentiment, derived from vast industry-specific data.

Key outcomes companies can expect:

• Up to 50% reduction in research costs

• Time-to-insight slashed from weeks to minutes

• Expanded audience reach beyond traditional panels

For an industry built on sample accuracy, response integrity, and behavior modeling, synthetic panels represent both a disruption and an evolution—especially when built on rich, real-time datasets like those from Qualtrics and PureSpectrum.

AI-Generated Insights That Don't Feel Artificial

Qualtrics’ synthetic engine draws from its massive repository of industry-specific experience data to simulate realistic human responses. And thanks to the new partnership, it’s now being enhanced with millions of behavioral data points PureSpectrum captures daily—feeding a loop of continuously evolving, human-like insight.

“Synthetic data represents a powerful new era of market intelligence,” said Ali Rohani, Chief Transformation Officer at Qualtrics and founder of Qualtrics Edge. “With PureSpectrum, we’re unlocking AI-generated insights researchers can trust to guide business-critical decisions.”

It’s a bold claim—and one the companies back up with more than marketing hype. Their Edge Audiences offering, which blends traditional and synthetic panels, is already in use by giants like Booking.com and Google Labs, with full availability in the PureSpectrum Marketplace coming H2 2025.

Why This Partnership Matters

The challenge with most synthetic research has been fidelity—models that sound convincing, but lack the nuance and subtlety of real human behavior. According to David Butler, President of PureSpectrum, that’s changing.

“Until now, synthetic offerings have struggled because they lacked enriched, nuanced data. But with Qualtrics’ capabilities and our training data, this offering is unparalleled in reliability and precision,” said Butler.

The partnership also deepens a longstanding collaboration between the two companies. PureSpectrum is already the exclusive quantitative panel provider within the Qualtrics Platform, delivering trusted data, seamless onboarding, and platform reliability.

With synthetic research moving from theoretical to tactical, this launch puts both Qualtrics and PureSpectrum at the frontlines of a broader shift in how insights are generated, scaled, and acted upon.

And in a business world that waits for no one, that speed may be exactly what market leaders need to stay ahead of the curve.

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In a bold move that brings AI voice technology closer to mainstream development, SignalWire—the company behind Programmable Unified Communications (PUC)—has partnered with Amazon Web Services (AWS) to integrate AWS’s cutting-edge Nova Sonic voice-to-voice AI model into the SignalWire platform.

This collaboration promises to streamline the development of conversational voice apps, enabling devs to bypass telecom complexity and focus on building intelligent, human-like voice interactions.

Nova Sonic Now Speaks SWML

At the core of this integration is the introduction of a powerful new SWML (SignalWire Markup Language) verb, aptly named amazon_bedrock, which bridges AWS Nova Sonic with SignalWire’s programmable infrastructure.

With full compatibility with SignalWire's SDK, developers now have a plug-and-play way to incorporate Nova Sonic’s highly responsive, human-sounding conversational AI into any voice app, IVR system, or contact center solution.

And it’s not just about voice prompts and canned replies—Nova Sonic delivers dynamic, context-aware responses, giving developers access to the kind of fluid, back-and-forth conversations typically reserved for high-end enterprise AI systems.

Going Beyond the Basics

But this partnership isn’t stopping at voice quality.

Through SignalWire’s AI Gateway, developers can connect voice AI agents to external services, like customer support platforms, databases, or CRMs—allowing Nova Sonic-powered voice agents to look up orders, open service tickets, or execute real-time tasks during a call.

Think of it as giving voicebots not just a brain, but hands to get things done.

No-Code Agent Builder = Faster Prototyping

SignalWire also announced support for Nova Sonic in its open source Agent Builder, a visual, no-code tool hosted on GitHub that lets teams design voice agents without writing code.

The Agent Builder generates SWML configurations automatically, making it easier for developers and non-devs alike to prototype, test, and deploy voice applications within hours instead of weeks.

This fits neatly into a broader trend: companies racing to give more people access to AI tools—without needing deep dev experience or knowledge of telecom APIs.

The integration of AWS Nova Sonic with SignalWire’s PUC platform unlocks serious potential for contact centers, virtual assistants, and real-time service applications.

“This opens a new frontier of possibilities for developers and businesses alike,” said Anthony Minessale, CEO and co-founder of SignalWire. “By baking Nova Sonic into our SWML and open source tools, we’re making it easy to build intelligent voice experiences—without wrestling with legacy telecom hurdles.”

In a market increasingly shaped by real-time, AI-fueled interactions, SignalWire’s developer-first, open ecosystem approach could be a blueprint for the future of voice communications.

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In a tech landscape flooded with AI “add-ons” and half-baked hype, Agiloft is earning recognition for doing the hard part: making artificial intelligence work where it matters most—inside the software, not just on top of it.

The contract lifecycle management (CLM) platform has been named a finalist in Newsweek’s 2025 AI Impact Awards, an accolade that celebrates companies applying AI both strategically and responsibly to solve meaningful business problems.

And Agiloft isn’t just along for the ride—it’s helping steer the course.

Built-In AI, Not Bolted-On

Unlike platforms that treat AI as a flashy extra, Agiloft built its solution from the ground up with what it calls “AI on the inside™”. That means fully-configurable AI features are embedded at every step of the CLM journey, from contract creation to risk analysis—no patchwork integrations, no black-box mystery.

The result? Legal and procurement teams can accelerate contract cycles, surface hidden risks, and drive approvals with automated intelligence baked into their workflows.

Here’s what sets Agiloft apart:

• Automated Initial Reviews: AI-powered assessments that can cut review time by up to 80%.

• GenAI Agents: Automate approval processes and drive decisions in seconds, not days.

• Prompt Lab with Screens: A new interface combining intelligent clause management and negotiation guidance.

This isn’t theory—it’s operational AI that’s being used by enterprises to optimize legal ops at scale.

A Different Kind of AI Recognition

While most awards celebrate AI flash, Newsweek’s AI Impact Awards focus on measurable business impact and ethical innovation. The 2025 edition puts a spotlight on companies transforming industries by aligning technology with transparency, accountability, and adaptability.

“We are focused on building AI with a balance of power and process transparency that leads to adoption,” said Eric Laughlin, CEO of Agiloft. “This recognition from Newsweek confirms that we are on the right track.”

For organizations trying to move beyond buzzwords, Agiloft offers a compelling blueprint—intelligent contract management that’s both powerful and practical.

Why It Matters in the CLM Space

The contract management market is teeming with tools that promise automation but deliver friction. Agiloft's approach is different: it focuses on configurability, explainability (white-box AI), and true operational efficiency. That’s especially critical for enterprise legal teams dealing with complex, regulated, or high-volume contract environments.

By providing AI as a core capability rather than an upcharge, Agiloft is making advanced contract intelligence more accessible, transparent, and actionable—all while keeping legal professionals in control.

“AI is reshaping our world, and the organizations receiving this award are at the forefront of that transformation,” said Jennifer H. Cunningham, Editor-in-Chief of Newsweek. “We are proud to spotlight technologies that are pushing the boundaries of what AI can achieve—responsibly and effectively.”

Agiloft is showing that in the world of enterprise AI, real impact beats gimmicks—and the industry is finally taking notice.

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In a move set to shake up the indie publishing space, Bowker has partnered with John Marshall Media (JMM)—the Grammy-winning powerhouse behind thousands of top-tier audiobooks—to deliver premium audio production and distribution services to publishers of all sizes, including the fast-growing self-publishing community.

With over 30 years of experience producing audio for the Big 5 publishers, JMM is now bringing its expertise to the broader publishing market via this partnership—offering studio-quality recording, global distribution, and integrated marketing under one roof.

“JMM brings decades of experience producing audiobooks for the largest U.S. publishers,” said Beat Barblan, General Manager at Bowker. “We’re excited to now offer their world-class services to self-publishers and smaller houses worldwide.”

Audiobooks for All, Not Just the Big Five

This collaboration is more than just a service upgrade. It reflects a growing trend: audiobooks are booming, and independent authors want in.

While the traditional audiobook pipeline has long been dominated by major publishers, Bowker and JMM are making the medium far more accessible. From professional narration to platform-specific formatting, this full-service offering lets authors focus on their content—while the production experts handle everything else.

“We’ve spent 30 years making great audiobooks for the Big 5. Now we’re helping smaller publishers and authors do the same,” said Kevin Stillwell, Head of Indie Production & Distribution at JMM.

And Bowker’s reach into the self-publishing ecosystem gives JMM access to a massive, often underserved market—one hungry for professional tools and support.

What the Partnership Delivers

✔ Production
JMM works with hundreds of elite narrators and voice actors. Whether it's single voice or full-cast production, author-narrated or professional voiceover, JMM delivers studio-grade recordings engineered to meet the exact specs of retail platforms worldwide.

✔ Distribution
JMM’s full-service platform reaches 106 retail, library, and school outlets, pushing audiobooks to millions of listeners globally. One contract, one pipeline, complete control.

✔ Marketing
Via a network of publisher-centric marketing experts, JMM offers strategic and creative services—from advertising and outreach to campaign planning and optimization—to ensure audiobooks don’t just get made, but get heard.

Why This Matters

Audiobooks are the fastest-growing segment of publishing, but producing a quality title remains a challenge for independents. With this partnership, Bowker and JMM are flattening the learning curve and opening the gates to high-quality audio production, regardless of publisher size.

For Bowker customers, it’s a direct line to a service once reserved for the industry's elite. For JMM, it’s a strategic extension into a broader market.

“The audiobook medium represents a tremendous opportunity for Bowker customers,” Barblan added. And with consumer demand showing no signs of slowing down, that opportunity could prove to be a game-changer.

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PulsePoint Unveils Adaptive Optimization™, Tackling Waste in DTC Pharma Campaigns

PulsePoint, a leader in healthcare marketing tech, is raising the bar in precision media buying with the launch of Adaptive Optimization™—an AI-powered solution aimed at dramatically reducing waste in direct-to-consumer (DTC) pharmaceutical campaigns.

According to PulsePoint's Chief Product Officer Ezra Suveyke, the traditional DTC model is inefficient: “Far too much budget is spent on consumers who have no relevance to the brand. Adaptive Optimization™ addresses this by focusing ad delivery on audiences more likely to engage based on clinical relevance.”

The platform doesn’t just optimize around typical media performance metrics. Instead, it integrates clinically relevant signals and deidentified patient cohort data to dynamically reallocate budget across higher-performing audience segments—all in real time. This is made possible through its privacy-compliant access to a clinical cleanroom, enabling continuous rescoring of audience segments.

In early tests across multiple pharma brands, Adaptive Optimization™ has already shown significant performance lifts, improving qualified audience reach while reducing media waste.

Parker Noren, SVP of Growth and Strategy at PulsePoint (part of Medscape and WebMD), emphasized the advantage of the company’s health-only focus: “No generalist DSP can do this. We built this solution with the compliance rigor and audience sensitivity that healthcare demands.”

With this launch, PulsePoint aims to reset expectations across both HCP and DTC pharma marketing. By leveraging its deep health data foundation and AI-driven delivery model, it’s putting pharma brands back in control of both reach and relevance.

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StackAdapt is bringing its programmatic expertise closer to the sales stack. The company has launched StackAdapt for Sales Cloud on Salesforce AppExchange, giving marketers the power to sync 1st-party CRM data from Salesforce into StackAdapt for real-time audience activation and highly personalized cross-channel campaigns.

This integration enables seamless syncing of Salesforce profile data to build dynamic, always-updated audiences for programmatic marketing efforts. With centralized campaign execution and automated data flows, StackAdapt promises better efficiency, targeting precision, and ultimately, greater ROI.

“Personalized, data-driven marketing starts with seamless access to your best data,” said Mike Novosel, VP of Global Strategic Partnerships at StackAdapt. “This integration bridges the gap between CRM and media strategy, helping marketers reach high-value accounts with less friction.”

Listing on AppExchange, Salesforce’s marketplace of over 9,000 partner apps, opens the door for thousands of enterprises to integrate StackAdapt’s demand-side platform directly with their existing CRM workflows.

Brian Landsman, CEO of AppExchange and Global Partnerships, praised the launch, noting it “unlocks a new way to connect customer data to media execution” for Salesforce users.

For B2B and account-based marketers, this integration could mean faster campaign deployment, smarter targeting, and fewer missed opportunities due to outdated data or fragmented tools.

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Orbit Analytics Rolls Out AirQuery Augmatica, Pushing AI BI Beyond Dashboards

Orbit Analytics, known for its AI-powered business intelligence tools tailored to ERP environments, is upping the ante on self-service analytics. The company has unveiled AirQuery Augmatica, a suite of embedded AI capabilities designed to let enterprise users access operational data insights—without leaning on dashboards or technical support.

If Orbit's goal is to make querying data feel more like asking a colleague and less like coding SQL, AirQuery Augmatica is a decisive move in that direction.

AI That Understands the Business Behind the Question

Unlike traditional BI tools that rely on pre-built dashboards or complex data reports, AirQuery Augmatica lets users pose natural-language questions—think: “What’s the current order fulfillment rate?”—and get instant, context-aware responses. The system applies semantic understanding, permission-aware logic, and NLP (natural language processing) to interpret intent and serve up answers that are both relevant and secure.

CEO and Cofounder Rupesh Sharma sums up the value proposition:

“Enterprise users often wait too long for insights or must rely on IT to generate reports. AirQuery Augmatica flips that paradigm—it puts powerful data capabilities directly into business users’ hands.”

In short: this is business intelligence minus the bottlenecks.

Built-In Tools for Productivity, Not Just Insights

AirQuery Augmatica introduces two core tools already available within the Orbit platform:

• Quicklets: These are embedded, in-context queries that serve up common answers—like payment history, order status, or delivery schedules—without switching tabs or pinging finance.

• Discovery: Users can type open-ended business questions and get immediate answers from real-time ERP data. This isn’t a chatbot gimmick; it’s an NLP-powered search layer that understands enterprise logic and speaks business fluently.

The tools operate inside the existing Orbit environment and are deeply integrated with Microsoft Azure AI Services, maintaining robust security protocols, including role-based access controls.

The Bigger Picture: Operational Intelligence, Democratized

Orbit’s launch aligns with a broader trend in MarTech and enterprise tech: the push toward AI democratization. As more business platforms race to embed generative AI, the challenge has become less about novelty and more about practical implementation—a gap Orbit aims to close.

Unlike some flashier AI launches, AirQuery Augmatica leans into operational utility. It’s about replacing friction-filled workflows with frictionless insight delivery. Whether you're managing a supply chain or answering a customer’s billing question, the goal is the same: faster answers, fewer dependencies.

“This isn’t about replacing BI teams—it’s about removing the wait time,” Sharma said. “We're helping global teams become more productive and more confident in their data.”

And while Orbit isn’t the only player building AI into business workflows, its focus on ERP-native environments and seamless integration with Microsoft tools makes it a compelling choice for enterprises already invested in these ecosystems.

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BigID Unveils WatchTower: One Command Center for AI and Data Risk

BigID, known for its leadership in data security and compliance, has rolled out a new enterprise-grade risk intelligence suite: WatchTower for AI and Data. This unified framework is designed to help security, privacy, and governance teams monitor, prioritize, and act on risks across their AI and data landscapes — all from a single dashboard.

As AI ecosystems balloon in complexity, companies often struggle to keep tabs on fragmented tools, siloed pipelines, and dispersed models. BigID’s WatchTower tackles this with a situational awareness platform that delivers continuous, customizable visibility across sensitive data, models, and environments.

“Security teams don't just need more data — they need the right visibility at the right time,” said Nimrod Vax, Chief Product Officer and Co-Founder of BigID. “With WatchTower, we’re giving organizations a powerful new way to monitor, understand, and act on risk across data and AI, all from one place.”

What’s Inside WatchTower?

• Prebuilt Role-Based Dashboards: Tailored views for security, privacy, and compliance teams to spot what's most important — instantly.

• AI & Data Risk Insights: Prioritized alerts across models, pipelines, and environments with contextual threat data.

• Built-in Remediation: Teams can take direct action within the BigID platform without switching tools.

• Always-On Monitoring: Continuous visibility into changing risk profiles across enterprise data.

• Silo-Busting Collaboration: Shared intelligence across roles to eliminate blind spots and delays.

WatchTower is positioned as more than just a dashboard—it's a command center for AI and data risk. With built-in enforcement mechanisms, it gives enterprises the operational speed and precision they need to meet today's governance demands.

With AI usage accelerating across industries, visibility is no longer optional—it’s critical. Tools like WatchTower could become standard operating gear for teams aiming to secure sensitive data and manage AI risks without drowning in complexity.

For enterprises navigating sprawling data architectures and AI compliance mandates, WatchTower brings clarity where there's often chaos.

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