Springbot, the Atlanta-based AI-first marketing and sales automation platform, just made a bold play: it’s acquired Identity Matrix, a top-ranked visitor identification and attribution platform known for transforming anonymous clicks into named, high-intent prospects.

This isn’t a quiet tuck-in. It’s a doubling down on Springbot’s mission to give marketers sharper visibility into who’s actually behind the traffic, and how to convert them. Think of it as trading in night vision for X-ray specs.

Why It Matters

Identity Matrix has built its reputation on turning vague behavioral signals into actionable insights — identifying high-value buyers, reviving dead leads, and powering account-based marketing with precision. Folding that into Springbot’s AI-driven workflows gives the combined platform a much sharper edge in the increasingly crowded martech arms race.

With data privacy rules tightening and attribution headaches mounting, demand for accurate, first-party-centric identification tech has surged. Rival platforms like Clearbit, 6sense, and ZoomInfo have been muscling for dominance. Springbot’s move signals it wants to be more than competitive — it wants to be indispensable.

The Integration Playbook

Springbot isn’t just absorbing the tech; it’s bringing the people, too.

• Stephen Lowisz, Identity Matrix’s founder, joins as Managing Director of Data Ops and Interim CPO.

• Jean Hoffman and the engineering team plug into Springbot’s R&D, with Hoffman stepping in as Interim CTO.

• Clients gain instant access to Springbot Send (email, remarketing, abandoned-page workflows) and Springbot Studio (demand-gen and ABM playbooks).

CEO Marc Pickren framed the deal as a clear escalation: “Bringing Identity Matrix into Springbot doesn’t just expand our stack — it accelerates our mission to deliver measurable ROI through unified, intelligent marketing workflows.”

Lowisz was more blunt, calling the move “jet fuel” for innovation across demand gen, attribution, and customer journey orchestration.

The Bigger Picture

This marks Springbot’s third acquisition, reinforcing its profitable, debt-free, growth-at-all-costs strategy. While many martech firms are tightening belts or chasing profitability, Springbot is taking the opposite route: buy, integrate, and expand fast.

For marketers, the impact is tangible — fewer silos, better data enrichment, and campaign strategies that lean harder on AI and personalization. For competitors, it’s a warning shot that Springbot intends to scale beyond being another automation vendor into a fully unified growth engine.

The martech industry is consolidating quickly, but Springbot’s play is less about survival and more about sharpening its arsenal. If the integration lives up to its promise, marketers could soon have one of the most complete AI-driven marketing stacks on the market.

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Identity isn’t just a security concern anymore—it’s the beating heart of the global cybercrime economy. That’s the stark takeaway from a new report released by BeyondID, a KeyData Cyber company, which argues that usernames, passwords, tokens, and access rights have become the “currency of choice” for attackers.

The study, titled The Identity Economy: How Gaps in Identity Management Enable and Sustain Cybercrime, dives into how identity credentials now fuel everything from ransomware campaigns to AI-powered phishing operations. And while businesses pour billions into perimeter defenses, identity and access management (IAM) remains the weakest—and most exploited—link.

Identity Exploit Vectors: The New Attack Surface

The report introduces a chilling concept: Identity Exploit Vectors (IEVs)—systemic IAM weaknesses that hackers repeatedly leverage. These can be as simple as a misconfigured access policy or as subtle as an overlooked API token.

According to BeyondID, the numbers paint a grim picture:

• More than 90% of companies are impacted by credential theft.

• Stolen credential attacks linger for 10 months on average before detection.

• 60% of stolen credentials trace back to internal actors, often through accidental mistakes.

• AI tools are accelerating the threat, from ultra-convincing phishing campaigns to automated credential harvesting.

Financial services and healthcare remain prime targets, with U.S. hospitals reporting breaches involving 500+ patients nearly every business day.

“Identity Is the New Perimeter”

“Cybercrime once relied on brute force or network flaws, but now depends on identity,” said Arun Shrestha, CEO of BeyondID. “The stakes have never been higher, yet identity remains one of the most overlooked areas of cybersecurity investment. This report is a wake-up call.”

That wake-up call couldn’t come at a louder moment. The rise of AI in cyberattacks is making credential theft cheaper, faster, and harder to detect. Identity-first security—once considered a best practice—is fast becoming a survival necessity.

Industry Response and What’s Next

BeyondID isn’t just dropping research; it’s taking the message on the road. At Oktane 2025, Shrestha will join Laura Curtaccio, Head of Access Automation, Cybersecurity at Biogen, to discuss the findings and outline practical defenses. Their session will highlight how attackers are monetizing stolen credentials on a thriving black market, and how businesses can outpace these tactics with AI-powered defenses and stricter identity governance.

The broader industry context is clear: IAM is no longer a supporting player in cybersecurity. It’s the front line. And if BeyondID’s report is right, organizations that keep treating it as an afterthought may end up paying with far more than stolen passwords.

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SMS fraud is a $2.1 billion problem—and 8x8 thinks it has the fix. The cloud CX provider today rolled out Omni Shield Self-Service, a no-code tool designed to help businesses detect and block SMS fraud like Artificially Inflated Traffic (AIT) in real time.

Unlike traditional fraud defenses that require developers and delayed analysis, Omni Shield is built for business teams. The tool is embedded in 8x8 Connect and managed through an intuitive dashboard where users can spot anomalies, suspend suspicious traffic, and review live SMS performance trends—without touching a line of code.

“From e-commerce to banking, SMS is the backbone of digital engagement—and that makes it a growing target,” said Igor Mostovoy, Product Director, CPaaS at 8x8, Inc. “What used to take days now takes minutes—and that speed makes all the difference.”

Why It Matters: Fraud Moves Faster Than Businesses

In 2023, SMS fraud drained businesses of an estimated $2.1 billion, much of it tied to AIT schemes, phishing (smishing), and spoofing. With attackers scaling their operations globally, especially in mobile-first regions like Southeast Asia, traditional defenses often come too late to prevent financial or reputational damage.

Omni Shield flips the model by arming non-technical staff—marketing managers, operations leads, and security analysts—with real-time tools to stop fraud before costs balloon.

Features at a Glance

• Behavioral traffic analysis with live fraud alerts

• One-click blocking of risky operators or routes

• Auto-suspend controls to instantly halt bad traffic

• Real-time dashboards showing anomalies, conversion rates, and SMS health

Early Signals

According to 8x8, early adopters are already reporting significant reductions in AIT-related costs and stronger trust in SMS campaign performance. For industries like banking, logistics, and e-commerce, where SMS OTPs and confirmations drive daily engagement, the impact could be transformative.

8x8 isn’t the only vendor targeting SMS fraud, but by making its solution no-code and self-managed, it’s betting on accessibility and speed as the differentiators. In a channel where minutes can equal millions, that’s a compelling sell.

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StackAdapt, a leading advertising and marketing technology company, has expanded its revenue leadership team with the addition of Matt Phillips as SVP of Sales and Scott Bush as Head of Americas Client Services. Both executives bring experience from global heavyweights including Google, Amazon, Waze, Groupon, and Provi, signaling StackAdapt’s commitment to scaling client partnerships and accelerating growth across the Americas.

Driving Revenue with Experience

Phillips, with nearly two decades in revenue leadership, most recently served as Chief Revenue Officer at ShipSticks and spent nearly ten years at Google and Waze, where he led the global SMB Ads business. At StackAdapt, he will oversee brand-direct sales and vertical expansion, helping agencies and brands leverage the platform’s AI-powered, first-party data-driven solutions to drive measurable outcomes.

Bush brings deep experience in sales, account management, and go-to-market strategy, with previous leadership roles at Amazon Ads and Provi. At StackAdapt, he will lead the Americas Client Services organization, focusing on strengthening partnerships with agencies and brands across the US, Canada, and Latin America.

A Strategic Move in MarTech + AdTech

These hires come as StackAdapt continues to unify its martech and adtech capabilities under one platform. The company’s solutions span programmatic advertising, data activation, and dynamic creative optimization, enabling brands to connect first-party data with automated email and programmatic channels to deliver measurable results at scale.

“With Matt and Scott joining the team, we’re doubling down on our ability to drive impact for agencies and brands across the Americas,” said StackAdapt leadership. “Their expertise in revenue growth, client services, and data-driven marketing will help us accelerate adoption of our AI-powered platform.”

As advertisers demand tighter integration between first-party data, programmatic campaigns, and automated marketing tools, StackAdapt’s leadership expansion positions the company to compete more aggressively with other programmatic and martech platforms, including The Trade Desk, MediaMath, and Innovid.

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5WPR, a top-ranked independent integrated communications agency, has been named Agency of Record (AOR) for Yourgi, Inc., a U.S.-wide pet services marketplace connecting pet parents with trusted local providers—from grooming and training to walking, sitting, and boarding.

Yourgi’s platform streamlines access to pet services, bringing together resources, expert insights, and booking tools for modern pet owners while helping local businesses grow. The agency partnership will combine PR, thought leadership, paid media, and strategic reporting to amplify the brand’s visibility and market position.

Integrated Approach to Pet Marketing

5WPR’s scope covers:

• Public Relations & Media Relations: Developing key messages, securing earned media, local market outreach, and executive thought leadership.

• Paid Media Campaigns: Leveraging social, search, programmatic, CTV, and other channels to reach priority audiences.

• Strategic Reporting & Counsel: Ongoing account management, performance tracking, and identification of new growth opportunities.

“This partnership lets us elevate Yourgi’s mission through a fully integrated communications strategy,” said Marijana Gucunski, Senior VP at 5WPR. “We’re excited to drive awareness, establish thought leadership, and showcase the value the brand brings to pet parents and providers alike.”

Dr. Jennifer Strickland Fowler, CEO of Yourgi, added: “5WPR shares our commitment to excellence and innovation. Their expertise will be instrumental in advancing our mission and shaping the next chapter of our growth.”

Why It Matters

The collaboration builds on 5WPR’s experience in pet care and lifestyle sectors, combining traditional and digital PR with paid media to increase visibility, engagement, and long-term growth. For pet tech brands like Yourgi, integrated communications strategies are key to standing out in an increasingly competitive market.

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For the third year running, Reshift Media has secured a coveted spot on Entrepreneur Magazine’s Top Franchise Suppliers list—an honor that underscores its staying power in a highly competitive field.

The list, compiled from surveys of more than 1,100 franchisors across industries, ranks suppliers on value, cost, and quality. To put it simply: this is the list franchisors check when they want to know which partners actually deliver.

“Behind every great franchise system is a network of exceptional suppliers,” noted Entrepreneur editor-in-chief Jason Feifer. And Reshift, it seems, has become one of those indispensable players.

Why It Matters

Franchising is more than selling burgers or gym memberships—it’s a brand consistency game. Whether it’s a single-location startup or a global chain, franchisors increasingly lean on digital marketing firms to maintain unified messaging while scaling fast.

Reshift Media has carved out its niche by pairing traditional digital marketing with proprietary tech designed specifically for franchise systems. That means more than just ads and SEO; it’s a framework for keeping hundreds of local operators aligned without diluting the brand.

Expanding Its Global Footprint

The Toronto-based agency isn’t just working with one vertical. Its client list stretches across retail, restaurants, home services, fitness, and even pet care—industries where customer experience can make or break franchise reputation.

CEO Steve Buors puts the recognition down to results:

“Our mission has always been to empower franchisors with the tools, strategies, and insights they need to compete in a digital-first world,” Buors said.

And that digital-first world has only gotten more cutthroat as franchisors grapple with rising ad costs, shifting consumer habits, and AI-powered rivals promising cheaper customer acquisition.

More Than Just a Vendor

Reshift isn’t content to just run campaigns. The agency actively positions itself as a thought leader—publishing franchise-focused research, insights, and even launching World Franchise Day. It also redesigned the official site for the World Franchise Council, a signal that it’s as invested in the industry’s infrastructure as it is in its client roster.

Stacking Up Awards

The Entrepreneur recognition isn’t a one-off. Earlier this year, Reshift nabbed two Stevie Awards, including gold for Marketing Disruptor of the Year. Taken together, these nods suggest the company isn’t merely riding a wave—it’s shaping where franchise marketing goes next.

The Takeaway

While plenty of agencies pitch themselves as franchise experts, Reshift Media has something harder to earn: validation directly from franchisors. Being on Entrepreneur’s list three years straight puts them in rare air, especially in a landscape where digital partners can be as transient as social media trends.

For franchisors weighing marketing partnerships in 2025, Reshift’s consistent recognition makes it harder to ignore.

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Artificial intelligence isn’t just rewriting the rules of retail—it’s rewriting shopping lists. According to a new Acosta Group shopper study, 70% of U.S. consumers have already used AI tools like ChatGPT, Microsoft Copilot, or Google Gemini to browse, compare, or even buy products. Grocery is leading the way, but the message is clear: the AI revolution has officially left the novelty stage.

“Generative AI tools are becoming the new gatekeepers of the shopper journey,” said John Carroll, President of Connected Commerce at Acosta Group. “Retailers and brands have to rethink how they show up in AI-powered environments.”

From Novelty to Norm

Of the 1,074 shoppers surveyed, nearly every respondent (99%) was aware of AI, and 70% had already used it for shopping-related tasks. Saving money and time ranked as the top benefits. Interestingly, while retailer-specific tools like Walmart’s Sparky and Amazon’s Rufus are live, fewer than 15% of consumers have tried them—suggesting traditional retail AI assistants are lagging far behind open platforms.

Gen Z is setting the pace: over half (53%) of young shoppers say they trust generative AI more than traditional sources, signaling a sharp generational shift in trust dynamics.

Grocery Takes the Lead

No sector is feeling this shift faster than grocery. Thirty-six percent of shoppers say they’ve used AI tools to guide their grocery purchases, from recipe recommendations to in-cart substitutions. Other categories are catching up—health and wellness (28%), electronics (27%), and beauty (25%)—but grocery is the frontline battleground for AI adoption.

Kathy Risch, SVP of Shopper Insights at Acosta Group, puts it bluntly: “AI is transforming the way consumers shop, and grocery is where it’s happening first.”

The AI Shelf Is Shorter

One of the starkest changes: AI isn’t showing shoppers 25 options on a digital shelf or 100 items in a physical aisle. It’s surfacing two or three choices, often based on trust signals and contextual fit. That means if your brand isn’t ranking in an AI model’s shortlist, you may as well not exist.

Brands and retailers need to crack the new “AI shelf algorithm” by optimizing content for conversational queries, ensuring product detail pages are rich and trustworthy, and embracing agent-friendly ad strategies that prioritize substance over spend.

Trust Is Still the Hurdle

Despite heavy adoption, AI still faces a trust gap. While 58% of shoppers trust AI to find the best deals and 50% trust it for product reviews, only 12% are ready to let AI purchase autonomously. Privacy, fraud, and lack of approval remain top concerns. Still, nearly a third of shoppers said they’re open to letting an AI agent buy groceries on their behalf—suggesting the shift from assistive to autonomous is closer than many expect.

Key Opportunities for Brands

Acosta highlights several strategies for surviving—and thriving—in AI-powered commerce:

• Shift from keywords to conversations – Optimize for natural-language queries, not just search terms.

• Treat product detail pages as currency – Rich attributes, shopper context, and quality visuals now matter more than ad spend.

• Design agent-friendly ad strategies – Because tomorrow’s customer may not be human—it’ll be a bot shopping on their behalf.

• Audit your AI presence – Prompt ChatGPT, Gemini, or others to see if your brand even shows up in recommendations.

• Strengthen retailer collaboration – Share AI-driven demand signals to fine-tune joint forecasting.

The Bigger Picture

If AI really does become the “new gatekeeper” of shopping, then the next decade of retail won’t be defined by shelf space or SEO, but by AI discoverability. Brands that can’t secure a slot on the algorithm’s shortlist risk becoming invisible, regardless of how many endcaps or digital banners they buy.

Carroll summed it up best: “In the near future, AI agents will be making at least some of our purchase decisions. The winners will be those who build trust, show up in AI-powered environments, and make it easy for shoppers to say ‘yes.’”

For retailers and brands, the clock isn’t just ticking—it’s already in overtime.

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Massimo Group, best known for its powersports vehicles and boats, is making a less flashy but equally bold move: fusing Anthropic’s Claude AI with Oracle NetSuite ERP across its business. It’s not a racing ATV or a new fishing boat, but this behind-the-scenes upgrade could redefine how the company runs its day-to-day operations.

AI Meets ERP

The initiative pairs Claude’s natural language and reasoning skills with NetSuite’s tried-and-tested ERP backbone. The result? A smarter, faster enterprise system that promises to streamline workflows and give every department—from sales and supply chain to finance and customer service—an AI-powered edge.

David Shan, CEO of Massimo Group, framed it as more than just an IT upgrade:

“Artificial intelligence and cloud-based ERP systems are reshaping how companies compete. By integrating Claude AI with Oracle NetSuite, we’re responsibly deploying world-class tools that improve productivity, accelerate decision-making, and elevate customer experiences.”

Why This Matters

ERP systems are notorious for complexity. Adding Claude AI could make interacting with NetSuite as easy as chatting with a colleague—summarizing reports, surfacing insights, or even recommending next steps in supply chain management. For a company like Massimo, where moving parts range from manufacturing to dealer networks, shaving time off processes can mean faster product development and better margins.

The integration also plays into a broader enterprise trend: AI copilots are moving from shiny add-ons to core workflow tools. Microsoft has Copilot baked into Dynamics, Salesforce has Einstein, and now Massimo is effectively giving NetSuite the Claude treatment.

Beyond Efficiency

Massimo isn’t just chasing cost savings. The company says it expects the integration to deliver:

• Accelerated product development cycles – AI-assisted analysis can shorten time-to-market.

• Improved supply chain coordination – Proactive recommendations to avoid bottlenecks.

• Personalized customer support – Faster, context-rich responses for dealers and buyers.

The company also positions this as a play for shareholder value, signaling that AI adoption isn’t just about tech hype but about measurable impact on operations and customer engagement.

Looking Ahead

With this rollout, Massimo is preparing for continued growth into 2026 and beyond. The move also signals that AI-powered ERP isn’t just for Fortune 500s—mid-cap and niche manufacturers are finding ways to apply generative AI to unlock efficiency and competitive advantage.

The real test will be execution: can Claude AI embedded in NetSuite handle the grunt work of ERP without creating new layers of complexity? If it can, Massimo’s move could serve as a blueprint for other manufacturers reluctant to bet on AI until now.

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