Oracle NetSuite is expanding its artificial intelligence strategy with new capabilities designed to help businesses integrate the AI models and assistants of their choice directly into enterprise workflows. The company announced several enhancements to its NetSuite AI Connector Service, introducing tools that allow organizations to securely connect external AI platforms to NetSuite data while maintaining governance over how those models access finance, operations, and analytics information.

The update includes the launch of NetSuite AI Connector Service Companion, support for Model Context Protocol (MCP) Apps, and deeper integration with NetSuite Analytics Warehouse. Together, these additions aim to help enterprise teams apply AI across finance, reporting, and operational analysis without requiring complex integration work or advanced prompt engineering expertise.

Enterprise software providers are racing to embed generative AI capabilities into business applications. But many organizations are already experimenting with multiple AI assistants—from enterprise copilots to custom models—creating a new integration challenge: how to connect these tools to operational data safely.

With its latest announcement, Oracle is positioning NetSuite as a flexible foundation for that emerging AI ecosystem.

Rather than forcing customers to rely on a single proprietary AI model, NetSuite’s strategy focuses on letting companies connect their preferred AI systems to ERP data, while controlling permissions and governance through the ERP platform.

“Many customers are already working with AI assistants,” said Evan Goldberg, founder and executive vice president at Oracle NetSuite. “These extensions make it easier to securely connect their own AI to their data and workflows.”

The approach reflects a broader shift across enterprise software markets, where vendors increasingly support open AI architectures instead of tightly locked ecosystems.

Bringing External AI Into ERP Workflows

At the center of the announcement is NetSuite AI Connector Service, a standards-based integration framework designed to link AI models with ERP data.

The service supports the Model Context Protocol (MCP), an emerging framework that enables AI systems to interact with enterprise software while respecting application permissions and workflows.

In practical terms, this means companies can connect AI assistants—whether developed internally or through third-party platforms—to NetSuite while controlling:

• what data the AI can access
• which workflows it can trigger
• how outputs are governed and audited

This capability is becoming increasingly important as generative AI expands into finance operations, marketing analytics, and forecasting workflows.

Research from Gartner estimates that over 80% of enterprises will use generative AI APIs or models in production applications by 2026, up from less than 5% in 2023. That surge is pushing ERP vendors to rethink how AI integrates with core business systems.

AI Connector Service Companion: A Finance-Focused AI Layer

One of the most significant additions is the NetSuite AI Connector Service Companion, which aims to make AI assistants more reliable when interacting with financial systems.

Finance workflows require strict accuracy, permissions, and auditability—areas where general-purpose AI models often struggle.

The Companion tool addresses this challenge by providing a structured layer of prompts, context, and governance aligned with NetSuite data models.

Among its key features:

A finance-specific prompt library

The system includes more than 100 curated prompt templates designed for finance and operational use cases. These templates reflect NetSuite’s internal data structures, terminology, and permissions.

Users can modify the prompts or create their own variations to match internal workflows.

Reusable AI “skills”

The platform introduces reusable instruction sets that guide AI models when interacting with NetSuite data. These skills help convert generic AI assistants into NetSuite-aware agents capable of performing specialized finance tasks.

Role-based governance

Preconfigured role templates align AI access with specific enterprise roles such as:

• CFO
• Controller
• Accounts Receivable Analyst
• Accounts Payable Analyst
• Treasury Analyst

This structure ensures AI interactions remain consistent with enterprise security policies.

MCP Apps Bring NetSuite Interfaces Into AI Assistants

Another major component of the update is NetSuite MCP Apps, which introduces structured interfaces inside AI assistants.

Instead of relying solely on free-form text prompts, MCP Apps allow users to interact with NetSuite through visual components embedded within AI tools.

Examples include:

• Prompt Library access
• Report selection tools
• Record pickers for NetSuite data

These structured interfaces reduce the trial-and-error often associated with generative AI prompts.

For enterprise teams, the benefit is efficiency: users can navigate financial reports, select records, and configure queries through familiar NetSuite-style menus.

This approach mirrors broader trends in enterprise AI design. Many platforms are moving toward guided AI interactions, combining conversational interfaces with structured UI elements.

Companies like Microsoft, Salesforce, and Adobe are also building similar hybrid interfaces that blend generative AI with traditional application workflows.

Expanding AI Analytics Through NetSuite Analytics Warehouse

The final component of the announcement focuses on analytics.

The NetSuite AI Connector Service for NetSuite Analytics Warehouse extends AI access beyond transactional ERP data.

With this capability, AI systems can analyze:

• historical operational data
• aggregated analytics datasets
• third-party business data integrated into the warehouse

The result is a broader analytical view that enables AI-driven forecasting and cross-system insights.

According to research from IDC, global spending on AI-enabled analytics platforms is expected to surpass $300 billion by 2027, as enterprises adopt AI-driven decision support systems.

For NetSuite customers, extending AI into the analytics warehouse opens the door to use cases such as:

• financial forecasting
• supply chain trend analysis
• marketing performance modeling
• cross-system operational insights

Why the Announcement Matters for Enterprise Marketing and Finance Teams

ERP platforms sit at the center of enterprise data infrastructure.

That makes them an increasingly important integration point for AI systems used by marketing, finance, and operations teams.

For marketing leaders in particular, access to ERP-level data can unlock deeper insights into revenue performance and customer lifetime value.

Platforms like NetSuite often connect with broader marketing ecosystems that include tools from Google, CRM platforms from Salesforce, and marketing experience systems from Adobe.

By enabling external AI assistants to interact with ERP data, NetSuite effectively turns the ERP platform into an AI data backbone for enterprise operations.

The flexibility to integrate multiple AI systems may also appeal to organizations experimenting with different generative AI tools across departments.

A Competitive Shift Toward Open AI Ecosystems

NetSuite’s strategy highlights a growing competitive dynamic in enterprise software: AI openness versus AI lock-in.

Many vendors are building tightly integrated AI copilots tied to their own platforms. Others are embracing more open architectures that allow enterprises to plug in external AI models.

NetSuite’s AI Connector Service leans toward the latter approach.

Instead of replacing existing AI assistants, the platform acts as a secure gateway between ERP data and AI tools.

That flexibility could become increasingly valuable as organizations deploy AI systems across marketing automation, finance analytics, and operational planning.

Market Landscape

The ERP market is undergoing a significant transformation as AI capabilities become embedded into enterprise systems.

Research from Statista suggests the global ERP software market could exceed $110 billion by 2030, driven by cloud adoption and AI-powered automation.

At the same time, enterprise leaders are demanding platforms that integrate with broader AI ecosystems rather than forcing them into a single vendor’s AI stack.

NetSuite’s AI Connector Service enhancements reflect that demand.

By allowing companies to bring their own AI models while maintaining governance through ERP permissions and workflows, the platform positions itself as a central AI integration layer for enterprise operations.

Top Insights

• Oracle NetSuite introduced new capabilities in its AI Connector Service that allow enterprises to integrate external AI assistants with ERP workflows while maintaining strict data governance and role-based access controls.
• The NetSuite AI Connector Service Companion introduces finance-specific prompts and reusable AI skills, helping general-purpose AI models interact reliably with ERP financial data and operational workflows.
• New MCP Apps embed NetSuite interfaces directly inside AI assistants, allowing users to navigate reports, records, and data structures through structured menus instead of complex prompt engineering.
• Expanded integration with NetSuite Analytics Warehouse enables AI systems to analyze historical, transactional, and third-party datasets, opening new use cases for forecasting and cross-system analytics.
• The announcement reflects a broader enterprise trend toward open AI ecosystems where companies connect multiple AI tools to core business platforms rather than relying on single-vendor AI solutions.

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CEI, a global technology services firm specializing in enterprise AI systems integration, is accelerating its strategic shift toward AI-driven enterprise transformation. The company announced the launch of a new digital platform, cei.ai, alongside the appointment of two senior executives—Prathap Rao as Chief Sales Officer and Ken Kundis as Chief Marketing Officer.

The domain transition from ceiamerica.com to cei.ai signals a broader repositioning of the company from a traditional IT services provider to an AI-focused enterprise transformation partner, reflecting growing demand from organizations seeking to operationalize artificial intelligence at scale.

Enterprise adoption of artificial intelligence is entering a new phase. After years of experimentation with machine learning models and pilot projects, companies are increasingly focused on production-grade AI systems that deliver measurable business outcomes.

Against this backdrop, CEI’s latest announcements—spanning leadership changes and a brand transformation—reflect how technology services providers are repositioning themselves to support enterprise AI adoption.

The company’s new domain, cei.ai, serves as a strategic signal of that shift. Rather than emphasizing legacy IT consulting services, the brand now highlights CEI’s focus on designing, building, and scaling enterprise AI systems.

According to D. Raja, CEO and co-founder of CEI, the transition represents more than a branding change.

“These announcements are signals of where CEI is going,” Raja said. “CEI.ai represents our commitment to AI-first thinking.”

A Leadership Shift to Support AI-Driven Growth

Alongside the domain launch, CEI announced two executive appointments aimed at strengthening its go-to-market capabilities for enterprise AI.

Prathap Rao Named Chief Sales Officer

Prathap Rao joins CEI as Chief Sales Officer after previously holding senior sales leadership roles at Fractal Analytics, a global AI and analytics services provider.

During his tenure at Fractal, Rao led enterprise relationships with global companies and helped expand adoption of generative AI and agent-based AI systems within large organizations.

His experience spans engagements with multinational corporations including Unilever and Philips, where AI initiatives often require coordination across global data infrastructure, governance frameworks, and operational workflows.

At CEI, Rao will oversee enterprise sales strategy and portfolio alignment. His mandate includes helping organizations move from early-stage AI experimentation toward scaled AI deployments that integrate with core business operations.

“Enterprises are past the point of asking whether AI matters,” Rao said. “They’re asking how to operationalize it responsibly and at scale.”

Ken Kundis Appointed Chief Marketing Officer

CEI also appointed Ken Kundis as Chief Marketing Officer to lead the company’s brand repositioning and market narrative.

Kundis brings decades of marketing leadership experience across major global technology services organizations including Tata Consultancy Services, Capgemini, and Infosys.

Across these roles, Kundis has worked on global platform launches, enterprise brand repositioning initiatives, and thought leadership strategies aimed at aligning marketing with enterprise technology buying cycles.

At CEI, he will lead marketing strategy, brand transformation, and go-to-market messaging designed to position the company as an AI systems integration partner for enterprise clients.

“AI has moved from promise to outcomes,” Kundis said. “Enterprises are now focused on solutions that are engineered, governed, and measured.”

The Rise of AI Systems Integrators

CEI’s repositioning reflects a broader shift within the technology services market.

As generative AI technologies mature, enterprises are increasingly looking for partners that can integrate AI into operational environments rather than simply provide advisory services.

Traditional IT consulting models focused heavily on infrastructure modernization and application development. AI integration introduces additional layers of complexity, including:

• data engineering and pipeline architecture
• model deployment and lifecycle management
• governance and regulatory compliance
• organizational change management

These capabilities are becoming central to the emerging role of AI systems integrators.

According to research from Gartner, more than 70% of enterprises will shift from AI experimentation to operational AI deployments by 2027, creating new demand for partners capable of managing AI infrastructure and lifecycle governance.

From AI Experiments to Enterprise Deployment

One of the key challenges enterprises face today is transitioning from AI prototypes to enterprise-scale deployments.

Many organizations have launched pilots involving generative AI or predictive analytics. However, turning those prototypes into production systems requires integrating AI into enterprise platforms, data ecosystems, and operational workflows.

CEI’s strategy focuses on bridging that gap.

The company’s growing portfolio of AI-enabled services includes capabilities spanning:

• AI strategy and advisory
• data engineering and analytics pipelines
• applied AI model development
• enterprise AI deployment and monitoring
• organizational change enablement

By combining these services, CEI aims to help enterprises move beyond isolated AI experiments toward enterprise-wide AI adoption.

Why Domain Strategy Matters in the AI Economy

The move to the .ai domain also reflects a broader trend across technology companies repositioning themselves in the AI economy.

The .ai domain extension, originally associated with the Caribbean nation of Anguilla, has become synonymous with artificial intelligence companies.

Major startups and technology platforms increasingly adopt the domain as a signal of AI specialization.

For CEI, the transition from ceiamerica.com to cei.ai serves both branding and strategic positioning purposes.

It signals to enterprise clients, partners, and investors that the company is prioritizing AI-driven transformation services.

Enterprise Technology Giants Are Betting on AI Integration

The transformation underway at CEI parallels broader shifts across the enterprise technology ecosystem.

Major technology platforms—including Microsoft, Google, Amazon, and Salesforce—are embedding generative AI capabilities across cloud infrastructure, analytics tools, and business applications.

However, deploying these capabilities within enterprise environments often requires integration across multiple platforms.

That integration challenge is creating opportunities for systems integrators and technology services providers that can connect AI tools to operational data infrastructure.

According to IDC, global spending on AI-centric systems could exceed $500 billion by 2027, driven largely by enterprise investment in AI-enabled automation and analytics platforms.

Companies like CEI are positioning themselves to capture a portion of that rapidly expanding market.

Market Landscape

Enterprise AI adoption is accelerating as organizations seek to automate decision-making, optimize operations, and extract value from large data ecosystems.

Research from McKinsey & Company suggests that generative AI could contribute up to $4.4 trillion annually to the global economy, particularly across knowledge-intensive industries.

Yet many organizations struggle to scale AI initiatives due to fragmented data environments and lack of deployment expertise.

This gap between AI experimentation and operational deployment is creating demand for specialized service providers capable of bridging strategy and execution.

By repositioning itself as an AI systems integrator, CEI is aligning its services with this emerging enterprise need.

Top Insights

• CEI launched cei.ai, signaling a strategic shift from traditional IT consulting toward enterprise AI systems integration focused on production-grade AI deployments and measurable business outcomes.
• The company appointed Prathap Rao as Chief Sales Officer and Ken Kundis as Chief Marketing Officer to strengthen enterprise sales strategy and brand positioning in the rapidly expanding AI services market.
• CEI’s transformation reflects a broader industry trend where technology services firms evolve into AI systems integrators, helping organizations operationalize generative AI and advanced analytics.
• Enterprises are increasingly moving beyond AI pilots toward scalable deployments, creating demand for partners that can integrate AI models with enterprise data infrastructure and operational workflows.
• With the launch of CEI.ai, the company is positioning itself as an AI-first enterprise partner, aligning strategy, data engineering, and AI deployment services for measurable ROI.

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Epson Robots, a division of Seiko Epson Corporation, has announced a new authorized distribution partnership with Clayton Controls, Inc. aimed at expanding access to industrial robotics and automation technologies across the southwestern United States.

Through the alliance, Clayton Controls will distribute Epson’s portfolio of robotic automation systems—including SCARA and six-axis robots—helping manufacturers and industrial operators deploy automation solutions designed to improve production efficiency, precision, and operational scalability.

Industrial automation continues to accelerate across manufacturing sectors as companies seek ways to address labor shortages, reduce operational costs, and improve production quality. Robotics manufacturers are increasingly partnering with regional integrators and distributors to expand the reach of automation technologies.

The newly announced partnership between Epson Robots and Clayton Controls, Inc. reflects that broader industry trend.

Under the agreement, Clayton Controls will serve as an authorized distribution partner for Epson robotics solutions in the southwestern United States, providing automation expertise, system integration capabilities, and access to Epson’s industrial robot lineup.

For Epson, the partnership strengthens its presence in a region where manufacturing, logistics, and electronics production continue to expand.

Epson’s Robotics Strategy

Epson Robots is widely recognized as a leading manufacturer of SCARA (Selective Compliance Assembly Robot Arm) robots, a category of industrial robots designed for high-speed assembly and precision handling tasks.

SCARA robots are commonly used in applications such as:

• electronics assembly
• packaging automation
• material handling
• medical device manufacturing
• semiconductor production

These robots are valued for their speed, repeatability, and compact footprint, making them particularly suited to high-volume production environments.

In addition to SCARA systems, Epson’s robotics portfolio also includes:

• 6-axis robots for complex assembly and handling tasks
• all-in-one robotic solutions integrating controllers and vision systems
• robot development and integration software platforms

By expanding regional distribution networks, Epson aims to make these technologies more accessible to manufacturers that may lack in-house robotics expertise.

Clayton Controls Expands Its Automation Portfolio

Founded nearly six decades ago, Clayton Controls, Inc. has built a reputation as a provider of industrial automation components and systems integration services.

The company’s automation capabilities include:

• industrial control systems
• robotics integration
• panel design and fabrication
• automation engineering services

Clayton Controls operates a UL508A-certified panel shop, allowing it to design and manufacture custom control panels for industrial automation systems.

The company’s quality management processes conform to the ISO 9001:2015 international quality standard, which governs quality assurance and operational management in manufacturing and engineering environments.

According to Chris Brown, vice president and general manager at Clayton Controls, the partnership aligns with the company’s longstanding approach of delivering tailored automation solutions for customers.

Delivering Automation Expertise to Regional Manufacturers

Through the partnership, Clayton Controls will distribute Epson’s robotics portfolio under Epson’s AutomateFirst Partner program, which connects robotics manufacturers with regional automation integrators.

The model allows robotics companies to combine their hardware platforms with local engineering expertise and integration support.

This combination is often critical for successful automation deployments. Many manufacturing companies lack internal robotics specialists, making system integrators essential for designing and implementing automation solutions.

Clayton Controls’ engineering teams will work with customers to evaluate production workflows, design automation architectures, and integrate Epson robots into existing manufacturing systems.

Addressing Growing Demand for Robotics

The timing of the partnership coincides with strong global demand for industrial robotics.

According to the International Federation of Robotics, the number of industrial robots operating in factories worldwide surpassed 4 million units in 2023, reflecting continued growth in automation adoption.

The United States has seen particularly strong robotics adoption in sectors including:

• automotive manufacturing
• electronics assembly
• logistics and warehousing
• medical device production

Companies are investing in robotics to increase productivity and mitigate labor shortages while maintaining consistent product quality.

Regional automation providers such as Clayton Controls play a key role in helping manufacturers navigate these transitions.

Why Regional Distribution Partnerships Matter

For robotics manufacturers, regional partners often serve as the bridge between technology innovation and real-world industrial deployment.

Large robotics vendors frequently rely on specialized integrators that understand local manufacturing ecosystems and regulatory requirements.

These partners also provide essential services such as:

• system design and engineering
• installation and commissioning
• maintenance and technical support
• operator training

By working with Clayton Controls, Epson gains access to a network of manufacturers and engineering teams in the Southwest that are actively exploring automation initiatives.

Expanding the Role of Robotics in Smart Manufacturing

The partnership also aligns with broader shifts toward smart manufacturing and Industry 4.0 technologies.

Modern robotic systems increasingly integrate with:

• machine vision platforms
• AI-driven inspection systems
• industrial IoT sensors
• manufacturing execution systems (MES)

Major technology ecosystems—including platforms developed by Microsoft, Amazon, and Google—are increasingly being used to manage data from connected manufacturing environments.

As robotics platforms become more connected and data-driven, partnerships between robotics manufacturers and automation integrators will become even more important.

These partnerships help ensure that robotics systems integrate smoothly into broader digital manufacturing infrastructures.

Market Landscape

The industrial robotics market is experiencing rapid growth as companies adopt automation to improve operational efficiency and production reliability.

Research from Statista estimates that the global industrial robotics market could exceed $95 billion by 2030, driven by rising demand for automated manufacturing systems.

Meanwhile, consulting firm McKinsey & Company notes that robotics and automation technologies could significantly increase manufacturing productivity across industries ranging from electronics to healthcare equipment.

Partnerships like the one between Epson Robots and Clayton Controls highlight how robotics vendors are expanding regional ecosystems to support these automation initiatives.

Top Insights

• Epson Robots has formed a strategic distribution alliance with Clayton Controls to expand access to industrial robotics and automation technologies across the southwestern United States manufacturing market.
• Through Epson’s AutomateFirst Partner program, Clayton Controls will provide customers with access to Epson’s SCARA, six-axis, and integrated robotic automation platforms.
• The partnership combines Epson’s robotics hardware expertise with Clayton Controls’ regional engineering and system integration capabilities to accelerate automation adoption among manufacturers.
• Demand for industrial robotics continues to grow as companies seek to improve production efficiency, address labor shortages, and implement Industry 4.0 automation strategies.
• Regional automation integrators are becoming increasingly important in helping manufacturers deploy robotics technologies and integrate them into complex production environments.

Get in touch with our MarTech Experts.

Solutions by Text has introduced a new integration between its FinText™ messaging platform and Salesforce Marketing Cloud, enabling organizations to send compliant SMS, MMS, and RCS messages directly within the platform’s Journey Builder environment.

The integration is designed to help marketers orchestrate mobile messaging alongside email, social media, and other digital channels while maintaining compliance requirements—particularly in regulated industries such as financial services.

Mobile messaging is rapidly becoming a primary channel for customer engagement in sectors where immediacy, personalization, and compliance are critical. Financial services companies, lenders, and fintech platforms are increasingly turning to text-based communications to connect with customers across the lifecycle—from onboarding and account alerts to payment reminders and approvals.

Against this backdrop, Solutions by Text (SBT) has announced a new integration between its FinText™ platform and Salesforce Marketing Cloud (SFMC). The integration allows organizations already operating within Salesforce’s marketing ecosystem to deploy compliant mobile messaging campaigns without leaving the Marketing Cloud interface.

For marketers, the move brings mobile messaging into the same orchestration layer used for email, web, and advertising channels.

Bringing Mobile Messaging into Salesforce Journey Builder

The integration embeds FinText capabilities directly into Journey Builder, Salesforce Marketing Cloud’s campaign orchestration tool used to design automated, cross-channel customer journeys.

Through the integration, marketers can now add:

• SMS messaging
• MMS media messages
• RCS (Rich Communication Services) messages

as steps within existing marketing workflows.

Instead of relying on separate messaging platforms, organizations can plan, execute, and measure campaigns within a unified environment.

According to David Baxter, CEO of Solutions by Text, customers increasingly want their mobile engagement strategies integrated with existing marketing automation platforms.

“Our customers want the power of campaign design and execution within Salesforce Marketing Cloud paired with the mobile messaging, compliance, and payments innovation they count on from us,” Baxter said.

Compliance as a Core Feature

One of the key differentiators of FinText is its compliance-first messaging architecture, designed to meet regulatory requirements in industries where communication must adhere to strict guidelines.

This is particularly important in sectors such as:

• banking and lending
• financial services
• insurance
• healthcare
• debt servicing and collections

Generic SMS platforms often lack built-in compliance features required by these industries.

FinText addresses this gap by offering:

• compliant messaging templates
• automated workflows
• secure authentication features such as one-time passcodes
• audit-ready reporting and analytics

For organizations using Salesforce Marketing Cloud, integrating these capabilities directly into Journey Builder reduces operational complexity and compliance risk.

From Broadcast Messaging to Two-Way Conversations

Traditional marketing campaigns often treat SMS as a one-way broadcast channel used for notifications or promotional alerts.

The new FinText integration introduces two-way messaging capabilities, allowing customers to interact directly with brands through text-based conversations.

Consumers can respond to messages, ask questions, confirm actions, or complete transactions through automated workflows triggered within Salesforce.

This shift from broadcast messaging to conversational engagement reflects broader changes in customer communication behavior.

Research conducted by Datos Insights highlights the growing importance of text-based communication in financial services:

• 80% of consumers want to communicate with lenders via text messaging
• 84% are open to enhanced messaging across the financial journey
• 78% say they are more likely to take action when messaging is used

These statistics illustrate why messaging is increasingly viewed as a conversion channel rather than simply a notification tool.

Expanding Omnichannel Marketing Strategies

The integration also reinforces the importance of omnichannel marketing orchestration, where brands coordinate communications across multiple channels while maintaining a unified customer experience.

Salesforce reports that more than 150,000 organizations worldwide use its Marketing Cloud platform to manage digital marketing operations.

Within this ecosystem, marketers use Journey Builder to coordinate interactions across:

• email campaigns
• web personalization
• social media engagement
• advertising platforms
• mobile messaging channels

Adding FinText messaging capabilities extends this orchestration layer to include compliant mobile communications.

This means marketers can create journeys where customers receive:

• an onboarding email
• a mobile verification code via SMS
• an application reminder via RCS messaging
• a payment confirmation through automated text

—all managed within a single workflow.

Automation and Real-Time Customer Engagement

Another notable capability introduced through the integration is automated messaging workflows triggered by consumer actions.

For example:

• a consumer replying to a message can trigger an alert within Salesforce
• an application submission can trigger follow-up messaging
• payment reminders can automatically initiate two-way conversations

These workflows allow organizations to build more sophisticated customer journeys that go beyond simple notifications.

According to Nick Babinsky, Chief Product Officer at Solutions by Text, the integration aims to make mobile messaging feel more natural and interactive.

“Marketers can design mobile campaigns that talk to and interact with customers naturally while staying compliant and on brand,” Babinsky said.

Why RCS Messaging Matters

The integration also supports RCS messaging, a next-generation mobile messaging protocol that offers richer capabilities than traditional SMS.

RCS messages can include:

• interactive buttons
• branded sender identities
• images and videos
• embedded forms
• verified business messaging

Technology companies such as Google have been actively promoting RCS as the successor to SMS for business messaging.

As adoption increases, platforms like FinText aim to help enterprises leverage these capabilities while maintaining compliance controls.

Market Landscape

Mobile messaging is emerging as one of the fastest-growing channels in digital marketing and customer engagement.

According to research from Statista, more than 5 billion people globally use text messaging services, making it one of the most widely adopted communication channels.

Meanwhile, consulting firm McKinsey & Company notes that companies using omnichannel engagement strategies see significantly higher customer retention and conversion rates compared to those relying on single-channel communication.

For marketers, integrating messaging platforms with marketing automation systems like Salesforce Marketing Cloud represents a key step toward building real-time, personalized customer engagement experiences.

By embedding FinText messaging capabilities into Salesforce workflows, Solutions by Text is positioning its platform as part of the broader enterprise marketing technology stack.

Top Insights

• Solutions by Text has integrated its FinText messaging platform with Salesforce Marketing Cloud, enabling compliant SMS, MMS, and RCS messaging directly within Journey Builder marketing workflows.
• The integration allows marketers to combine mobile messaging with email, social media, and other digital channels, creating unified omnichannel customer journeys inside the Salesforce ecosystem.
• FinText’s compliance-first architecture is designed to support regulated industries such as financial services, where messaging must meet strict governance and reporting requirements.
• Two-way messaging capabilities allow businesses to move beyond broadcast alerts to real-time conversations with consumers that can drive applications, approvals, and payments.
• Growing consumer preference for text-based communication is accelerating adoption of mobile messaging platforms as core components of enterprise marketing technology stacks.

Get in touch with our MarTech Experts.

Mountaingate Capital has acquired UpSwell Marketing, a technology-enabled direct response marketing platform specializing in location-based service industries. The investment marks the fourth platform acquisition from Mountaingate Fund III, announced in early 2025, and signals continued private equity interest in data-driven marketing services companies capable of delivering measurable customer acquisition results.

The partnership is expected to accelerate UpSwell’s growth strategy through investments in technology, vertical market expansion, and potential acquisitions across the performance marketing ecosystem.

Private equity firms are increasingly targeting technology-enabled marketing services companies as brands demand measurable customer acquisition strategies tied directly to revenue outcomes.

The latest example comes from Mountaingate Capital, a Denver-based private equity firm focused on building growth-oriented companies, which announced its acquisition of UpSwell Marketing.

Founded in 2008, UpSwell has built a reputation as a performance-driven marketing platform that combines direct mail, digital marketing, and data analytics to help local service businesses attract new customers.

The company primarily serves location-based service sectors, including:

• automotive services
• home services
• dental practices
• recurring consumer services

These industries rely heavily on localized customer acquisition, making them well suited for performance-driven marketing approaches.

Why Private Equity Is Investing in Marketing Platforms

Marketing technology and services companies are increasingly attractive to private equity investors due to their predictable revenue models and growing demand for measurable outcomes.

Unlike traditional brand marketing agencies, performance marketing platforms like UpSwell focus on customer acquisition campaigns tied to clear return-on-investment metrics.

This aligns with a broader shift among marketing leaders toward accountability and attribution.

According to research from Gartner, marketing leaders are under growing pressure to demonstrate direct revenue impact from marketing investments, accelerating adoption of data-driven marketing platforms.

For private equity firms, companies that combine marketing services with proprietary technology often present strong growth potential.

UpSwell’s Closed-Loop Attribution Advantage

One of UpSwell’s differentiating capabilities is its closed-loop attribution technology, which connects marketing campaigns directly to customer conversion outcomes.

Closed-loop attribution allows marketers to track how individual campaigns generate measurable results such as:

• new customer bookings
• service appointments
• purchases
• repeat visits

By linking marketing activity to real-world business outcomes, marketers can more accurately determine which campaigns drive revenue.

For industries like automotive repair or home services, this level of attribution is particularly valuable because customer interactions often happen offline.

Leadership Continuity Following the Acquisition

Following the acquisition, UpSwell’s leadership team will remain in place.

Eric Goodstadt will continue serving as Chief Executive Officer, working alongside company founder and president Tim Ross.

Maintaining leadership continuity is a common strategy in private equity acquisitions, particularly when firms are investing in companies with established growth trajectories.

According to Mountaingate executives, the partnership aims to support both organic expansion and acquisition-driven growth.

“We see UpSwell as a differentiated platform operating at the intersection of performance marketing, data, and technology,” said Ian Woon, Vice President at Mountaingate Capital.

Scaling Technology-Enabled Marketing Services

Mountaingate has historically focused on technology-enabled services businesses, a category that blends operational expertise with proprietary software platforms.

In the marketing sector, these businesses often combine:

• marketing automation platforms
• campaign analytics tools
• data science capabilities
• vertical industry expertise

The goal is to create scalable platforms capable of serving multiple industry segments.

UpSwell’s specialization in location-based services provides a strong foundation for expansion into adjacent vertical markets.

The company’s leadership says new investment will focus on strengthening:

• targeting capabilities
• marketing analytics
• attribution technologies
• vertical-specific marketing solutions

Direct Mail’s Unexpected Digital Revival

Although digital advertising dominates marketing conversations, direct mail has experienced a resurgence in recent years—particularly when combined with digital data targeting.

Performance marketers increasingly use direct mail as part of omnichannel acquisition strategies that integrate online and offline marketing channels.

According to Statista, direct mail continues to generate some of the highest response rates among marketing channels, particularly for local service businesses targeting geographically defined audiences.

UpSwell’s approach integrates direct mail campaigns with digital targeting and attribution tracking, creating hybrid campaigns that combine traditional marketing channels with modern data analytics.

The Broader Marketing Technology Ecosystem

Companies like UpSwell operate within a broader ecosystem of marketing technologies used by enterprises and small businesses alike.

Major technology platforms such as Google, Salesforce, Adobe, and Amazon provide digital advertising, analytics, and marketing automation infrastructure.

Performance marketing platforms often integrate with these ecosystems to manage campaign targeting, measurement, and customer data.

As marketing becomes increasingly data-driven, the ability to connect campaign execution with customer outcomes is becoming a key differentiator.

Market Landscape

The marketing technology sector continues to expand as businesses adopt data-driven marketing tools and performance-based acquisition strategies.

Research from IDC estimates that global spending on digital marketing technologies will exceed $700 billion annually within the next several years, driven by increasing demand for personalization, analytics, and customer acquisition tools.

Meanwhile, consulting firm McKinsey & Company notes that companies using advanced marketing analytics can improve marketing ROI by 15–20 percent.

Private equity firms are increasingly investing in marketing platforms capable of delivering those measurable outcomes.

Mountaingate’s acquisition of UpSwell reflects that trend, positioning the firm to build a larger performance marketing platform focused on data-driven customer acquisition.

Top Insights

• Mountaingate Capital has acquired UpSwell Marketing as part of its strategy to build technology-enabled marketing services platforms focused on measurable customer acquisition and performance marketing.
• UpSwell specializes in direct response marketing for location-based service industries such as automotive repair, home services, and dental practices.
• The company differentiates itself through closed-loop attribution technology that connects marketing campaigns to real-world business outcomes.
• Mountaingate plans to support UpSwell’s expansion through technology investment, vertical market growth, and strategic acquisitions.
• Private equity interest in marketing platforms continues to rise as companies prioritize data-driven marketing strategies and measurable ROI.

Get in touch with our MarTech Experts.

IZEA Worldwide, Inc. has introduced ZED, a new AI-powered creator economy marketing operations platform designed to help brands manage large-scale influencer campaigns across multiple social platforms. The platform enables enterprise marketing teams to plan, execute, and measure creator marketing programs while automating workflows and optimizing campaign performance with artificial intelligence.

The launch reflects the rapid evolution of the creator economy, where brands increasingly rely on influencer partnerships to drive engagement, brand awareness, and measurable marketing outcomes.

As the creator economy continues to mature, marketing teams are facing new operational challenges. Campaigns now involve hundreds of creators, multiple social platforms, and deeper integration across content, commerce, and media channels.

To address these complexities, IZEA Worldwide, Inc. has launched ZED, a marketing operations platform designed specifically for enterprise-scale creator marketing campaigns.

Built for IZEA’s internal teams and brand clients, ZED centralizes campaign planning, creator collaboration, workflow automation, and performance measurement within a single platform.

Creator Marketing Is Becoming a Core Marketing Strategy

Influencer marketing has evolved from experimental brand collaborations into a core pillar of modern digital marketing strategies.

According to research from Interactive Advertising Bureau, brands are significantly increasing investments in creator-led marketing initiatives as consumers spend more time engaging with content produced by independent creators on social platforms.

However, the same research also highlights two major challenges for brands:

• Identifying the right creators to partner with
• Proving the return on investment (ROI) of creator campaigns

The report found that 39% of brands struggle to measure ROI from influencer marketing efforts, making campaign measurement and analytics critical capabilities.

ZED: A Marketing Operations Platform for the Creator Economy

ZED aims to address these challenges by introducing a centralized operational system for managing creator marketing programs.

The platform enables marketers to:

• discover and evaluate creators
• manage campaign collaboration and communication
• automate workflow execution
• track real-time campaign performance
• optimize campaigns using AI insights

By bringing these functions together, the platform aims to simplify complex campaign workflows that often involve dozens or even hundreds of creators across platforms like Instagram, YouTube, TikTok, and Facebook.

“Salesforce for the Creator Economy”

According to Patrick Venetucci, CEO of IZEA, the platform functions similarly to a customer relationship management system but specifically designed for creator marketing operations.

He compared ZED’s functionality to enterprise CRM platforms like Salesforce, which allow sales teams to manage large volumes of customer relationships.

In a similar way, ZED enables marketing teams to coordinate relationships with hundreds of creators simultaneously, providing visibility into campaign performance and creator engagement.

The platform aligns with IZEA’s standardized campaign delivery framework, enabling teams to manage all stages of influencer marketing campaigns from a single operational environment.

The Growing Creator Economy Market

The creator economy has expanded dramatically over the past decade as social platforms enable individuals to build large audiences and monetize content.

Industry analysts estimate that the global creator economy now supports millions of independent creators and influencers, generating billions of dollars in marketing spend each year.

Research from Goldman Sachs estimates the creator economy could reach $480 billion in market size by 2027, driven by growth in social media platforms, brand sponsorships, and creator-driven commerce.

For brands, creator partnerships provide a way to reach highly engaged audiences through authentic content rather than traditional advertising.

IZEA’s Long History in Influencer Marketing

Founded in 2006, IZEA Worldwide, Inc. was one of the earliest companies to build platforms for influencer marketing and sponsored content collaborations.

Since launching its first influencer marketing platform, the company reports facilitating nearly four million brand–creator collaborations.

The introduction of ZED represents the latest evolution of IZEA’s technology strategy, combining creator discovery, campaign management, workflow automation, and AI-powered analytics within one integrated platform.

Market Context

The creator marketing technology space is becoming increasingly competitive as brands scale influencer campaigns and demand stronger measurement tools.

Major marketing platforms such as Google, Meta Platforms, and Adobe are also expanding their creator and influencer marketing capabilities through analytics and social commerce tools.

Meanwhile, enterprise marketers are seeking platforms that allow them to integrate creator campaigns into broader marketing automation and customer data strategies.

ZED positions IZEA as a technology provider focused specifically on operationalizing influencer marketing at enterprise scale.

Key Insights

• IZEA has launched ZED, an AI-powered creator economy marketing operations platform designed to manage large-scale influencer campaigns.
• The platform centralizes creator discovery, campaign collaboration, workflow automation, and performance analytics.
• ZED helps brands coordinate campaigns involving hundreds of creators across multiple social platforms.
• Research from the Interactive Advertising Bureau shows brands still struggle with creator selection and ROI measurement.
• The creator economy is projected to reach $480 billion by 2027, highlighting growing brand investment in influencer marketing.

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Cuentas, Inc. has announced the launch of World Mobile Media Group (WMMG), a next-generation decentralized media platform designed to reshape how digital content is produced, distributed, and monetized. The new platform—developed by Cuentas’ majority-owned subsidiary World Mobile Media Group—aims to combine premium entertainment content, global distribution, and direct-to-consumer monetization within a mobile-first ecosystem focused on creator ownership and audience engagement.

The launch signals a broader shift in the digital media industry toward decentralized creator economies, where content creators maintain greater control over their intellectual property and revenue streams.

The traditional streaming media model has largely concentrated revenue and platform control within a small group of global technology and entertainment companies. Platforms like Netflix, Amazon Prime Video, and Disney+ dominate content distribution but often retain significant control over monetization and audience access.

With the introduction of World Mobile Media Group (WMMG), Cuentas, Inc. is attempting to introduce a new model built around decentralization, creator ownership, and mobile-first distribution.

The platform aims to support a diverse mix of digital entertainment, including:

• licensed and original video programming
• live streaming events
• music performances
• creator-driven social content

These offerings will be delivered through an interactive platform designed to enable deeper engagement between creators and their audiences.

A Decentralized Model for the Creator Economy

One of the defining features of WMMG is its decentralized infrastructure, which removes many of the intermediaries typically involved in digital media distribution.

Instead of relying solely on advertising or platform-controlled revenue models, the platform will support multiple direct-to-fan monetization formats such as:

• pay-per-minute content access
• pay-per-event streaming
• subscription models
• ad-supported viewing options

This approach aligns with the broader evolution of the creator economy, where independent creators seek greater ownership over their work and direct financial relationships with their audiences.

According to research from Goldman Sachs, the global creator economy could reach $480 billion by 2027, driven by the growth of influencer marketing, digital content creation, and creator-led media platforms.

Mobile-First Media Distribution

Another differentiating factor of WMMG is its integration with Cuentas’ mobile communications infrastructure.

Cuentas, Inc. has developed an ecosystem that combines telecommunications services with digital entertainment platforms. This allows the company to deliver content directly to mobile audiences through integrated connectivity services including:

• mobile voice and data services
• secure digital communications
• streaming media distribution

By integrating connectivity with content delivery, the company aims to build a vertically integrated digital ecosystem that connects media, telecommunications, and digital lifestyle services.

This model could prove especially valuable in emerging global markets, where mobile devices are often the primary gateway to digital content.

Leadership Behind the Platform

The new media platform will be led by Chip Quigley, CEO of World Mobile Media Group, who brings extensive experience across television production, live entertainment, and global media development.

He will work alongside Shalom Arik Maimon, CEO of Cuentas, who has been spearheading the company’s broader strategy to integrate telecommunications, fintech, and digital media services.

The company has also formed a strategic partnership with NUE Agency to support talent partnerships, brand integrations, and global marketing initiatives.

The agency is led by entertainment executives Alex Kirshbaum and Jesse Kirshbaum.

Community-Driven Content Discovery

WMMG is designed to offer a highly interactive environment where fans can participate in content discovery and engagement.

Community features will allow audiences to interact with creators, influence programming discovery, and participate more directly in the entertainment ecosystem.

This approach reflects a broader trend in digital media toward community-driven platforms, where audiences play a more active role in shaping content visibility and creator success.

Platforms such as TikTok, YouTube, and Twitch have demonstrated how algorithmic discovery and community engagement can accelerate content distribution at scale.

WMMG aims to build on these dynamics while introducing creator ownership and decentralized revenue models.

Market Context

The media and entertainment industry is undergoing rapid transformation as streaming services, creator platforms, and decentralized technologies converge.

According to data from Statista, global streaming video revenue is projected to surpass $140 billion annually within the next few years.

Meanwhile, consulting firm PwC notes that the global entertainment and media industry could exceed $3 trillion in total value by the end of the decade.

Within this evolving landscape, decentralized media platforms like WMMG represent an emerging category aimed at aligning incentives between creators, audiences, and distribution platforms.

Key Insights

• Cuentas has launched World Mobile Media Group (WMMG), a decentralized digital media platform focused on creator ownership and mobile distribution.
• The platform will offer licensed and original programming, live streaming events, and creator-driven content.
• WMMG supports direct-to-fan monetization models including subscriptions, pay-per-event, and ad-supported streaming.
• The platform integrates with Cuentas’ telecommunications infrastructure to deliver mobile-first content distribution.
• Strategic partnerships with NUE Agency will support talent relationships, brand partnerships, and global marketing expansion.

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Doba has introduced Doba Pilot, a unified AI-powered platform designed to consolidate the core tools required to run a dropshipping business into a single interface. The system enables online merchants to manage store creation, product discovery, inventory synchronization, and listing generation using natural language commands.

With the launch of Doba Pilot, the company aims to evolve from a supplier directory and modular toolkit into a fully integrated AI-driven eCommerce operations platform that simplifies store management for entrepreneurs and digital merchants.

Dropshipping has become one of the most accessible ways for entrepreneurs to enter the eCommerce market, allowing sellers to launch online stores without managing physical inventory or warehousing logistics.

However, operating a dropshipping business typically requires juggling multiple platforms for product research, supplier management, store setup, listing optimization, and inventory tracking.

To address these challenges, Doba has launched Doba Pilot, an AI-powered automation platform designed to unify these processes within a single operational system.

AI Co-Pilot for Dropshipping Businesses

Doba Pilot functions as an AI co-pilot for online sellers, enabling merchants to manage complex workflows through simple instructions.

For example, a user can enter a command such as:
“Build a store, find trending outdoor products, and list them with a 20% margin.”

The system then executes the entire workflow automatically.

The platform integrates four primary capabilities into one system:

1. AI-powered product discovery
The platform analyzes market demand signals, supplier data, and pricing trends to identify high-potential products.

2. Automated store creation
Doba Pilot can automatically create and configure online stores on platforms such as Shopify.

3. AI-generated product listings
The system generates product titles, descriptions, pricing suggestions, and product metadata.

4. Real-time inventory synchronization
The platform synchronizes supplier inventory across the Doba network to help prevent overselling.

For sellers who prefer using standalone tools, individual features remain available through the core Doba platform.

Addressing the Complexity of Running Online Stores

According to Mandy Ji, CEO of Doba, the platform was designed to eliminate the operational complexity that often discourages new entrepreneurs from starting an eCommerce business.

Rather than requiring sellers to manage multiple software platforms and manual processes, Doba Pilot shifts the operational burden to automation software.

The goal is to allow merchants to focus on business strategy, marketing, and customer acquisition, rather than backend operations.

Dropshipping Market Growth Accelerates

The launch of Doba Pilot comes amid rapid growth in the global dropshipping sector.

Research from Research and Markets projects that the global dropshipping market will grow from $330.86 billion in 2025 to $401.41 billion in 2026, representing a compound annual growth rate of 21.3 percent.

By 2030, the market could reach $828.46 billion, driven by increasing global eCommerce adoption and the rising popularity of low-cost online business models.

Dropshipping’s appeal stems largely from its low capital requirements, making it attractive to new entrepreneurs launching digital businesses.

Supplier Network and Multi-Channel Integration

Doba’s platform includes a large supplier network that plays a critical role in supporting merchants.

The company reports that more than 90% of its supplier partners are based in the United States, which can help sellers reduce delivery times when targeting American customers.

This advantage is particularly important as consumers increasingly expect faster shipping and reliable fulfillment from online retailers.

Doba Pilot also integrates with major eCommerce marketplaces and platforms, including:

• Shopify
• WooCommerce
• Amazon
• eBay
• Walmart
• TikTok Shop
• Wix
• BigCommerce

These integrations allow sellers to manage listings, orders, and inventory across multiple channels from a centralized dashboard.

AI and Automation in eCommerce Operations

Artificial intelligence is rapidly transforming how online businesses manage operational workflows.

Major eCommerce technology providers such as Shopify and Amazon are increasingly introducing AI tools designed to help merchants automate tasks like product recommendations, pricing optimization, and content generation.

Doba’s strategy reflects a broader trend toward AI-driven commerce operations platforms, where automation assists entrepreneurs throughout the entire lifecycle of an online business.

Future development of Doba Pilot will focus on expanding automation capabilities, including:

• advanced product intelligence
• listing optimization tools
• automated inventory monitoring
• compliance management features

The company ultimately plans to evolve Doba Pilot into a comprehensive business assistant for online merchants.

Key Insights

• Doba has launched Doba Pilot, an AI-powered dropshipping automation platform that unifies multiple tools into a single system.
• The platform supports product discovery, store setup, AI-generated listings, and real-time inventory synchronization.
• Doba Pilot enables sellers to run store operations using natural language commands.
• The global dropshipping market is projected to reach $828 billion by 2030.
• The platform integrates with major eCommerce ecosystems including Shopify, Amazon, and TikTok Shop.

Get in touch with our MarTech Experts.