Agentic AI Is Here—and It’s Making Decisions Faster Than You Can Blink

If 2024 was the year of AI chatter, 2025 might be the year marketers stop talking and start letting the machines do. Netcore Cloud, the global MarTech powerhouse, just dropped its State of MarTech 2025 report, and the headline isn’t subtle: Agentic AI is delivering 2X conversions for early adopters.

The 1000-campaign study doesn’t just ride the AI wave—it captures the shape of the future as it unfolds in real time.

What’s Agentic AI, and Why Should Marketers Care?

Think of Agentic AI as AI’s more evolved cousin—less about rule-based automation and more about adaptive intelligence. It observes, decides, acts, and iterates. That means it doesn’t just automate workflows; it runs entire campaigns, adapts to consumer behavior on the fly, and sharpens personalization without constant human intervention.

Netcore’s findings show that brands using Agentic AI for predictive segmentation, affinity modeling, and AI-generated content are seeing 23% gains in campaign performance, with projections climbing to 30–35% by year-end.

In a world drowning in dashboards and manual tweaks, Agentic AI offers a bold alternative: let the system think for you—at scale.

Beyond Hype: The C.R.A.V.E. and A.D.A.P.T. Frameworks

The report introduces two acronyms aimed at decoding today’s consumer mindset and prescribing how brands should evolve:

• C.R.A.V.E. = Convenience, Rewards, AI, Videos, Eco-consciousness
  Consumers want one-tap ease, loyalty that feels like a game, snackable video, smart assistance, and sustainable choices.

• A.D.A.P.T. = Activate, Decode, Autonomize, Predict, Target
  For brands, this means moving from passive insights to autonomous execution—faster testing, sharper targeting, and real-time adaptability.

Translation? Campaigns that once took weeks to analyze and adjust can now self-correct in real time, thanks to AI agents that know when to pivot—no manual lift required.

"The Era of Guesswork Marketing Is Over"

That’s the blunt assessment from Nishant Arora, SVP of Marketing at Netcore Cloud, who argues that marketers don’t need another analytics dashboard—they need action. And Agentic AI doesn’t just suggest decisions. It makes them.

Kalpit Jain, Group CEO at Netcore Cloud, echoes the sentiment: “Agentic AI bridges the gap between customer expectation and brand execution… It brings intelligence, agility, and precision to every touchpoint.”

Implications for the Industry

For MarTech observers, this isn't just another AI buzzword. It's a paradigm shift that echoes broader trends: from real-time personalization arms races to the collapsing divide between marketing and product.

If rivals like Adobe, Salesforce, and HubSpot aren’t already baking Agentic capabilities into their platforms, they will soon. The competitive advantage is no longer who has the best data—it’s who can act on it, instantly.

What CMOs Should Do Next

If you’re a growth leader trying to cut through the noise, Netcore’s report makes a strong case:

1. Unify your data—Agentic AI needs signals, not silos.

2. Embrace real-time decisioning—move beyond lagging indicators.

3. Design for autonomy—build systems that don’t just inform, but perform.

As AI matures from assistant to agent, marketing itself is becoming more autonomous, more intelligent—and significantly more effective.

Get in touch with our MarTech Experts.

Squaretalk Just Made WhatsApp a Weapon for B2B Sales Teams

In the ongoing battle for customer attention, Squaretalk is handing its users a new tool: WhatsApp. The cloud-native contact center platform has officially added the messaging giant to its omnichannel lineup, giving high-performing sales and outreach teams a secure, compliant, and familiar way to connect with customers—especially those who don't pick up unknown calls anymore.

With WhatsApp now embedded directly into Squaretalk’s interface, businesses can streamline communications, boost engagement, and meet today’s expectations for safety and speed—all without switching tabs.

Why WhatsApp? Because No One Answers Cold Calls Anymore

Squaretalk’s CEO, Elie Rubin, cuts to the chase: “Customers are far less inclined to answer calls or engage with messages from unfamiliar numbers.”

The move to WhatsApp isn’t just about reach—it’s about recognition and trust. WhatsApp’s stringent verification processes and massive global user base offer legitimacy from the first ping. For B2C and B2B organizations alike, that’s a competitive advantage.

And Squaretalk didn’t just bolt it on. The integration means businesses can now run phone calls, SMS, and WhatsApp chats in one unified workspace—complete with compliance, audit trails, and security baked in.

From Spam to Secure: Built-In Protection from the First Touch

What sets Squaretalk’s WhatsApp feature apart isn’t just convenience—it’s security intelligence.

• End-to-end encryption via WhatsApp

• AI-powered sentiment analysis to catch risky interactions

• Brute-force login protection and IP-based access control

• Meta-verified profiles using pre-approved templates

• SOC 2-certified data handling with full GDPR and PCI DSS compliance

In short: This isn’t just another channel—it’s a trust framework that elevates conversations while minimizing fraud, phishing, and impersonation.

Especially in high-risk, high-regulation industries like finance, healthcare, or ecommerce, Squaretalk’s approach means outreach teams can finally scale without stepping into compliance gray zones.

For Support Teams and SDRs, It’s a Productivity Booster Too

By letting users fire off pre-approved WhatsApp templates and auto-suggested replies from within a single dashboard, Squaretalk reduces friction for outreach and support teams. Add full audit logs, and you’ve got structured communication that’s scalable, secure, and ready for quality control reviews.

“Our goal is to provide features that answer the real-life needs of support teams and outreach specialists,” Rubin says. “With WhatsApp now integrated directly into Squaretalk, every conversation is protected, fully auditable, and structured to meet internal quality standards.”

The Bigger Picture: Real-Time, Real Secure, Real Results

Squaretalk's WhatsApp integration isn’t just about adding another messaging app. It's about redefining how companies handle outreach in a world that's growing more skeptical, cautious, and privacy-conscious.

For any business that relies on trust, verified identity, and seamless engagement, the message is clear: Omnichannel isn't optional anymore—and neither is security.

Get in touch with our MarTech Experts.

AI in the Banker’s Seat: Curinos’ Amplero Turns CRM Into a Revenue Engine

CRM tools are often where insights go to die—static records, siloed systems, and too much toggling for too little value. Curinos, the global data intelligence firm known for its analytics pedigree in financial services, is flipping that script with Amplero, its new CRM-integrated application that brings decision intelligence straight to the banking frontline.

Rather than burying data in dashboards, Amplero serves real-time, behavior-driven recommendations right inside the banker’s workflow—no extra screens, no guesswork.

From CRM Clutter to Customer Intelligence

Amplero isn’t your typical plug-in. It delivers AI-powered insights and next-best-action prompts directly within a financial institution’s CRM, transforming the way bankers engage with customers. The tool learns continuously from each interaction, refining its recommendations to help bankers personalize conversations, uncover upsell opportunities, and boost overall relationship value.

The premise is simple: Instead of asking bankers to sift through reports, Amplero tells them exactly who to talk to, when, and what to offer.

"In today's competitive banking environment, delivering personalized experiences is no longer optional—it's essential," said Sarah Welch, Managing Director at Curinos. “Amplero gives bankers a 'superpower'—real-time intelligence and precision guidance, embedded directly into their daily tools.”

Continuous Learning = Smarter Engagements

Each interaction with Amplero feeds a learning loop, making the system more intelligent with time. This means recommendations become sharper, timing gets more precise, and customer engagements evolve from routine to revenue-driving.

For banks, this translates into:

• Increased customer loyalty through relevant conversations

• Higher share of wallet via smart cross-sell and upsell

• Stronger frontline productivity without toggling between tools

• Better use of CRM investment by transforming it into an action hub

A Strategic Shift in Banking CX

The Amplero launch reflects a broader trend in financial services: turning customer data into proactive service, not just retroactive insights. As AI-powered personalization becomes table stakes, the ability to embed intelligence into daily workflows—not just executive dashboards—could be the next big battleground in banking CX.

And for a traditionally risk-averse industry, Curinos’ decision to merge behavioral intelligence with frontline CRM could mark a strategic turning point—where advising replaces selling, and engagement drives growth.

Get in touch with our MarTech Experts.

Ours Privacy Tackles Healthcare Marketing’s Legal Minefield with Consent-First CDP

In a privacy minefield where HIPAA meets a patchwork of ever-changing state regulations, healthcare marketers are finding themselves increasingly cornered. Ours Privacy, a healthcare-specific customer data platform (CDP), is now offering a lifeline—becoming the first CDP in healthcare to integrate a full-fledged consent management platform (CMP).

This expansion isn’t just a feature update; it’s a strategic pivot. It gives healthcare marketers an end-to-end solution to collect, manage, and activate customer data while staying on the right side of complex compliance regimes.

Why This Matters: The Compliance Crunch Is Real

From California to Connecticut, a tidal wave of new privacy legislation is reshaping how healthcare entities can track, segment, and market to consumers. Platforms like Meta and Google are tightening restrictions, and the threat of privacy lawsuits looms large.

Ours Privacy’s integrated CMP directly addresses this, allowing healthcare organizations to continue using industry-standard tools like Google Tag Manager, GA4, Google Ads, and Meta, but in a HIPAA-compliant way. That’s a huge win for marketing teams that have been flying blind or overly cautious for fear of non-compliance.

“As former healthcare marketers operating a national telehealth platform, we lived through these challenges,” said Jessica Holton, Co-founder of Ours Privacy. “We didn’t just build a tool—we built the platform we wish we had.”

Privacy-First, Built from the Front Lines

Unlike one-size-fits-all solutions, Ours Privacy was created by a team that’s been in the healthcare marketing trenches. The result? A privacy-first platform purpose-built for the nuances of patient communication, regulatory oversight, and data handling in healthcare.

With this latest update, Ours Privacy now offers:

• A healthcare-specific CDP

• Integrated consent management

• Web scanning and audience segmentation

• Embedded maps, videos, and multilingual support

• Compatibility with top martech platforms—all while maintaining privacy standards

It’s a tightly integrated suite that goes beyond compliance to actively enable growth—an increasingly rare combination in healthcare tech.

Backed by Rock Health and Others: A Vote of Confidence

The announcement coincides with a fresh funding round led by Rock Health, with participation from Switch Ventures, GreyMatter, and TMV. According to Sean Day, Principal at Rock Health, “Regulatory scrutiny is intensifying, and the need for what Ours Privacy has built is only becoming more urgent.”

That urgency is shared across the healthcare landscape. Enterprises are hungry for tools that don’t just avoid legal landmines but empower outreach—tools that see privacy not as a blocker, but as a foundation for trust and scale.

The Takeaway: Privacy Can’t Be an Afterthought

For an industry steeped in red tape, Ours Privacy’s CDP + CMP model could set a new standard. By embedding consent directly into the customer data infrastructure, the platform gives healthcare marketers a way to reclaim creativity and efficiency—without compromising on compliance.

In short: it’s no longer about working around privacy constraints. It’s about working through them—with precision.

Get in touch with our MarTech Experts.

Andersen Consulting Joins Forces with NextGen Invent to Accelerate AI-Led Digital Transformation

As the race for intelligent enterprise transformation accelerates, Andersen Consulting is sharpening its edge with a new strategic alliance. The global consulting firm has announced a collaboration agreement with NextGen Invent, a U.S.-based AI enablement and data solutions company, aimed at scaling next-gen technology delivery across industries.

This partnership isn’t just a handshake—it’s a deep integaration of generative AI, machine learning, and intelligent automation into Andersen’s global platform, as businesses increasingly seek data-centric strategies to stay competitive.

A Smart Match for Smarter Business Outcomes

With a footprint across healthcare, financial services, life sciences, and manufacturing, NextGen Invent has earned a reputation for turning advanced analytics into measurable business results. Their tech stack spans digital product development, IoT, and automation, with a strong emphasis on generative AI and applied data science.

“Andersen Consulting is a natural fit,” said Deepak Mittal, Founder and CEO of NextGen Invent. “We’re both committed to helping clients make smarter decisions through technology. This collaboration lets us scale our impact and help more organizations fast-track their digital maturity.”

The alliance is a force multiplier for Andersen’s consulting arm, which already operates in more than 500 global locations through Andersen Global’s multidimensional service model. The addition of NextGen Invent strengthens its AI transformation, digital strategy, and data advisory services.

A Broader Vision for Intelligent Transformation

“This partnership reinforces our mission to deliver transformative, AI-powered solutions globally,” said Mark L. Vorsatz, Global Chairman and CEO of Andersen. “NextGen Invent’s entrepreneurial spirit and deep analytics expertise align perfectly with our own focus on innovation and outcomes.”

At a time when businesses are no longer asking if they should embrace AI, but how fast they can implement it, the Andersen–NextGen alignment offers a compelling answer: combine global reach with cutting-edge innovation to help clients move from insight to execution—fast.

Industry Implications: A Step Toward Competitive AI at Scale

The move reflects a broader industry shift. As consultancies double down on AI capabilities, the differentiator will be how effectively they can operationalize data and AI within client organizations—not just in proof-of-concept labs, but in real-world systems, workflows, and customer experiences.

With this deal, Andersen not only gains technical muscle, but also a startup-style velocity, critical for competing in today’s fast-moving advisory landscape.

Get in touch with our MarTech Experts.

Longboat Mobility Fast-Tracks Customer Engagement with Personalized AI Video Powered by Idomoo

In a first for its industry, Longboat Mobility is revamping how customers discover and interact with its services—through personalized, AI-generated video onboarding experiences. The telecom brand partnered with video personalization platform Idomoo, using its generative AI tool Lucas to create scalable, interactive videos tailored to each user.

What would typically take weeks of creative back-and-forth took just four days, thanks to Lucas. The result? A polished, branded video that not only reflects Longboat Mobility’s value proposition but also launched a full three months ahead of schedule, fueling faster customer acquisition and deeper engagement.

Personalized. Interactive. Lightning Fast.

Built on Idomoo’s Next Generation Video Platform, the videos weren’t just personalized—they were fully dynamic and clickable, offering different calls to action depending on customer segment. Whether new to the platform or exploring specific services, viewers were guided through a more relevant and seamless experience.

BJ Higgins, Founder and CEO of Longboat Mobility, noted, “We were impressed by how simple it was to go from idea to final video. Lucas made the process fast, intuitive, and the final product communicates our brand clearly while exciting new customers.”

A New Standard for AI Video in Customer Experience

With personalization now a must-have in digital customer journeys, Longboat is setting a precedent for its sector—becoming the first in its industry to deploy AI-driven personalized videos at scale.

And the benefits extend beyond onboarding. Interactive video allows Longboat to turn static messaging into performance-based campaigns, measuring clicks, conversions, and engagement in real time.

“Speed to market is critical in today’s landscape,” said Yotam Ben Ami, CMO at Idomoo. “Lucas empowers brands to go from script to screen faster than ever. It’s not just about saving time—it’s about delivering timely, relevant content that drives ROI.”

Video at the Speed of a Prompt

Idomoo’s Lucas AI handles virtually the entire video creation pipeline—from scripting to visuals to voiceover—using just a prompt such as a webpage or text file. For brands looking to scale video without scaling overhead, that’s a compelling proposition.

Longboat’s campaign proves the model works: AI-powered video creation can now be as fast as writing an email—with results that are trackable, brand-aligned, and deeply personalized.

Get in touch with our MarTech Experts.

Gannett Co., Inc. has announced a major licensing agreement with Perplexity, the AI-driven answer engine, making it one of the largest U.S. media partners to join the Perplexity Publisher Program. Under the deal, Perplexity will integrate trusted content from USA TODAY and Gannett’s network of over 200 local publications into its AI-powered search tools, including the newly launched agentic web browser, Comet.

The integration allows Perplexity users to access authoritative journalism directly through advanced AI search experiences. Comet, currently available to Perplexity Max and select Pro subscribers, offers real-time, AI-powered web navigation. A broader rollout is expected this September.

"As AI technology becomes increasingly integrated into the information ecosystem, we are committed to ensuring our content is properly attributed and fairly compensated," said Michael Reed, Gannett Chairman and CEO. "This strategic alliance exemplifies our continued leadership in embracing transformative technology and responsible innovation."

The partnership includes revenue sharing from advertising and access to performance insights via Perplexity’s data analytics, further supporting Gannett’s strategy to monetize digital journalism in the AI era. Gannett employees will also gain access to Perplexity’s Sonar API and Enterprise Pro platform as part of the deal.

Perplexity CEO and Co-Founder Aravind Srinivas emphasized the role of quality journalism in AI’s evolution: "We believe AI’s potential lies in amplifying authoritative content. Partnering with Gannett ensures that credible reporting is front and center as we reimagine the digital information landscape."

Financial details of the agreement were not disclosed, but the move represents a significant step in aligning AI tools with ethical content distribution while offering new monetization pathways for publishers.

Get in touch with our MarTech Experts.

In a strategic push to future-proof marketing operations, LTIMindtree has unveiled BlueVerse CraftStudio, a next-gen digital agency powered by Adobe’s AI arsenal. The launch reflects a growing trend: brands are no longer dipping their toes into AI—they’re diving in headfirst. And this partnership? It’s an Olympic-level cannonball.

The Big Play: AI Meets Marketing Muscle

CraftStudio builds on LTIMindtree’s existing CMO services and introduces a streamlined, AI-enhanced solution for marketing teams struggling to bridge the gap between tech potential and actual business value. The offering leans heavily on Adobe’s suite of tools—from Creative Cloud and Firefly Services to GenStudio for Performance Marketing, Substance 3D, and Workfront.

In short, CraftStudio isn’t just a creative shop—it’s an operational engine with the power to compress timelines, enhance personalization, and boost campaign outcomes, all backed by Adobe’s AI muscle.

Why This Matters

Marketing teams today face a two-fold challenge: escalating pressure to deliver ROI and a rapidly evolving martech stack that’s often overwhelming. BlueVerse CraftStudio addresses both by offering:

• Faster Time to Market: Adobe’s workflow automation, combined with LTIMindtree’s agile execution, claims to cut production time by over 50%.

• Revenue Impact: From better segmentation to sharper eCommerce optimization, the solution promises to inject AI at every touchpoint of the funnel.

• Instant AI Integration: Rather than spend quarters building internal AI capabilities, marketing departments can plug into a pre-trained, AI-native team and start driving outcomes immediately.

That’s the secret sauce here—done-for-you AI that doesn't require rebuilding your entire tech stack or onboarding an army of data scientists.

The Adobe Advantage

According to Stephen Frieder, Chief Revenue Officer at Adobe, this partnership is about putting tools into marketers’ hands that once required engineering teams to implement. Adobe’s creative AI layer—like Firefly for generative design and Frame.io for collaborative video—accelerates the production loop while still offering high-end creative flexibility.

Competitive Implications

With this move, LTIMindtree isn't just expanding its service portfolio—it’s gunning for territory owned by creative powerhouses and digital consultancies alike. And with Adobe in the cockpit, the pitch to CMOs becomes hard to ignore: a marketing AI team on-demand, embedded with Adobe firepower.

At a time when agencies are scrambling to integrate generative AI responsibly—and effectively—CraftStudio positions LTIMindtree as both a trailblazer and a turnkey solution provider.

Get in touch with our MarTech Experts.