NTT DATA has been recognized as a Market Shaper in Gartner's inaugural Emerging Market Quadrant for Physical AI Services – Established Vendors, highlighting the company's growing role in deploying artificial intelligence across industrial and operational environments. The recognition reflects increasing enterprise demand for AI systems that extend beyond software to power connected machines, robotics, edge computing, and intelligent infrastructure.

NTT DATA has been identified as a Market Shaper in the first Gartner Emerging Market Quadrant for Physical AI Services – Established Vendors, underscoring the rapid emergence of Physical AI as a new enterprise technology category.

The Gartner report evaluates 27 providers operating in the developing Physical AI Services market, where organizations are increasingly integrating artificial intelligence with robotics, industrial automation, edge computing, digital twins, and connected infrastructure to improve real-world operations.

Unlike traditional enterprise AI applications that focus on software automation, analytics, or customer engagement, Physical AI enables intelligent decision-making within physical environments. It combines AI models with sensors, machines, robotics, industrial equipment, and connectivity platforms to automate operational processes, improve safety, and optimize production in real time.

NTT DATA has been expanding its portfolio in this area through managed services that support AI deployments across manufacturing, transportation, logistics, utilities, smart cities, and other operational technology (OT) environments. Central to that strategy is the company's Edge AI platform, introduced in 2024, which processes AI workloads closer to where data is generated rather than relying exclusively on centralized cloud infrastructure.

Edge AI has become increasingly important for industries that require immediate responses from connected systems. Manufacturing equipment, autonomous vehicles, robotics, and industrial sensors often generate large volumes of operational data that cannot tolerate the latency associated with cloud-only processing. Processing intelligence locally enables faster decision-making while reducing bandwidth requirements and improving operational resilience.

NTT DATA's broader Physical AI portfolio combines several technologies that are becoming foundational to industrial digital transformation. These include edge intelligence, Private 5G connectivity, robotics, simulation environments, digital twins, lifecycle governance, cybersecurity, and managed infrastructure services designed to support enterprise-scale deployments.

The integration of these capabilities reflects a growing shift toward intelligent industrial ecosystems, where AI not only analyzes operational data but also directly influences physical processes.

The company has already demonstrated several production deployments, including Private 5G-connected autonomous vehicles, industrial robots, AI-powered anomaly detection, quadruped robots used for infrastructure inspections, digital twin-enabled crack detection, and automated shop-floor task verification systems.

These implementations illustrate how Physical AI is evolving beyond experimental pilot programs into production-scale industrial operations.

Another significant aspect of NTT DATA's strategy is its emphasis on ecosystem partnerships. The company collaborates with global technology providers and startup innovators to accelerate enterprise adoption of Physical AI solutions. One recent example is its collaboration with Hyster-Yale Materials Handling, where AI capabilities are embedded directly into manufacturing processes to improve quality assurance and operational efficiency.

The announcement aligns with broader industry trends as enterprises increasingly combine artificial intelligence with industrial automation technologies. Major technology companies including Microsoft, Google, Amazon, and NVIDIA have expanded investments in edge AI, robotics, industrial cloud platforms, and digital twins to support manufacturing, logistics, and infrastructure modernization.

According to Gartner, Physical AI is emerging as a strategic technology category that extends AI beyond digital workflows into real-world operational environments. Meanwhile, IDC projects continued enterprise investment in intelligent edge infrastructure as organizations seek faster processing, improved operational resilience, and greater automation across industrial operations.

The growth of Private 5G networks is also accelerating this transformation. High-performance wireless connectivity enables autonomous robots, connected machinery, and AI-enabled industrial equipment to communicate securely with minimal latency. Combined with edge computing, these technologies provide the infrastructure needed for real-time AI decision-making across factories, warehouses, transportation hubs, and energy facilities.

For enterprise organizations, Physical AI offers opportunities to improve productivity, reduce downtime, enhance worker safety, and optimize asset performance through predictive intelligence. However, successful deployment requires careful integration across IT systems, operational technology, cybersecurity, governance, and lifecycle management.

That complexity is driving demand for managed services providers capable of designing, implementing, monitoring, and continuously optimizing AI-powered operational environments.

NTT DATA's recognition in Gartner's inaugural market assessment therefore highlights not only its own portfolio expansion but also the rapid maturation of Physical AI as a distinct enterprise technology market. As organizations move beyond digital transformation toward intelligent physical operations, integrated AI services are expected to become a critical component of future industrial modernization strategies.

Market Landscape

Physical AI is emerging as the next phase of enterprise artificial intelligence by integrating AI with robotics, industrial automation, edge computing, and connected infrastructure. Gartner identifies Physical AI Services as a rapidly developing market supporting intelligent operational environments. Meanwhile, IDC forecasts continued growth in edge AI and intelligent infrastructure as enterprises modernize manufacturing, logistics, utilities, and smart city operations through real-time AI decision-making.

Top Insights

• NTT DATA has been recognized as a Market Shaper in Gartner's inaugural Physical AI Services market assessment for established vendors.
• The company's Edge AI platform enables real-time AI processing across manufacturing, transportation, logistics, utilities, and other operational environments.
• NTT DATA combines edge computing, Private 5G, robotics, digital twins, and managed services to support enterprise-scale Physical AI deployments.
• Production use cases include autonomous vehicles, industrial robotics, AI anomaly detection, digital twin inspections, and intelligent manufacturing workflows.
• The recognition reflects growing enterprise investment in AI-powered operational technologies that bridge digital intelligence with physical infrastructure.

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LightForce Orthodontics has named Erica Rogers as its new chief executive officer, marking a leadership transition aimed at accelerating the commercial adoption of its Generative Braces platform. The appointment comes as the company surpasses 200,000 patient treatments with its personalized 3D-printed orthodontic system and looks to scale operations across the estimated $10 billion global orthodontics market.

Digital orthodontics company LightForce Orthodontics has appointed medical technology executive Erica Rogers as chief executive officer, signaling a strategic shift from product validation to large-scale commercial expansion for its AI-enabled, fully customized orthodontic platform.

Rogers takes over leadership as the company seeks to broaden the adoption of its Generative Braces system, a digitally driven orthodontic solution that combines individualized treatment planning, patient-specific brackets, direct 3D printing, and precision placement workflows. The move reflects a broader trend across healthcare technology, where personalized manufacturing and digital treatment planning are reshaping traditional clinical practices.

The leadership change follows an important milestone for the company, which says more than 200,000 patients have been treated using its customized orthodontic brackets. The figure highlights growing acceptance of digitally manufactured orthodontic appliances as providers increasingly adopt technologies that enable more personalized care.

Unlike conventional orthodontic systems that rely on standardized bracket prescriptions, LightForce's platform generates a customized prescription for every individual tooth based on an orthodontist's treatment objectives. Each ceramic or metal bracket is manufactured through direct 3D printing, allowing clinicians to align fixed braces with patient-specific anatomy and treatment plans.

This personalized approach mirrors a wider transformation occurring throughout healthcare, where advances in artificial intelligence, digital imaging, additive manufacturing, and data-driven treatment planning are enabling clinicians to tailor therapies to individual patients rather than standardized protocols.

LightForce positions its Generative Braces platform as part of an end-to-end digital workflow that complements modern aligner therapy. The integration of digital treatment planning with additive manufacturing allows orthodontists to streamline case planning while maintaining the clinical advantages of fixed braces.

Rogers brings more than three decades of leadership experience in medical technology commercialization. Most recently, she served as chief executive officer of Silk Road Medical, where she oversaw the company's commercial growth, public market debut, and eventual acquisition by Boston Scientific. She has also served on LightForce's board of directors for the past two years, providing familiarity with the company's technology roadmap, customer base, and long-term growth strategy.

Her appointment reflects a common pattern among emerging healthcare technology companies that transition from founder-led innovation toward experienced executives with expertise in scaling commercial operations, expanding manufacturing, and driving global market adoption.

Founder Alfred Griffin, who pioneered the Generative Braces category in 2019, will remain actively involved as chairman of the board and assume the role of chief product officer. In that position, Griffin will continue leading product innovation, technology development, and clinical advocacy while working alongside Rogers on commercialization and strategic growth.

The transition allows LightForce to separate product innovation from commercial execution, a structure frequently adopted by high-growth medical technology companies as they mature.

The company plans to prioritize three strategic initiatives under Rogers' leadership: expanding adoption of Generative Braces, increasing manufacturing capacity, and advancing its portfolio of customized ceramic and metal orthodontic products.

The broader orthodontics market is undergoing significant digital transformation. Technologies including 3D printing, computer-aided design (CAD), artificial intelligence, and cloud-based treatment planning are changing how orthodontic appliances are designed, manufactured, and delivered. These innovations are reducing manual processes while improving treatment precision and workflow efficiency.

Major healthcare technology providers and digital dentistry companies continue investing heavily in personalized treatment platforms, reflecting increasing demand for customized patient care. Similar digital manufacturing strategies are also being adopted across orthopedic implants, dental prosthetics, surgical guides, and other patient-specific medical devices.

According to Grand View Research, the global 3D printing healthcare market continues to expand as healthcare providers adopt additive manufacturing for customized medical devices and precision treatment solutions. Meanwhile, McKinsey & Company has identified personalized medicine and digitally enabled healthcare delivery as key long-term growth areas across the medical technology industry.

From a technology perspective, LightForce's platform represents the convergence of AI-assisted treatment planning, digital manufacturing, and mass customization—three trends that are increasingly defining the future of healthcare innovation. Rather than producing identical devices at scale, manufacturers are leveraging software-driven production systems capable of creating individualized products efficiently.

For orthodontic practices, this evolution may improve workflow efficiency, reduce manual customization, and provide clinicians with greater flexibility in treatment planning. For patients, personalized appliances have the potential to support more precise treatment approaches while maintaining the clinical familiarity of traditional fixed braces.

LightForce's leadership transition therefore extends beyond executive succession. It reflects the company's ambition to establish personalized, digitally manufactured orthodontics as a mainstream standard of care while scaling production capabilities to meet growing global demand for customized healthcare technologies.

Market Landscape

Digital dentistry and personalized medical technologies are reshaping orthodontics through AI-assisted treatment planning and additive manufacturing. Grand View Research projects continued growth in healthcare 3D printing as providers adopt customized medical devices and precision manufacturing. McKinsey & Company also identifies personalized healthcare and digital clinical workflows as long-term drivers of medical technology investment, encouraging companies to scale AI-enabled manufacturing and patient-specific treatment solutions.

Top Insights

• LightForce has appointed Erica Rogers as CEO to accelerate commercial expansion of its Generative Braces platform across the global orthodontics market.
• The company has treated more than 200,000 patients, demonstrating growing adoption of personalized 3D-printed orthodontic technology.
• Generative Braces combine AI-assisted treatment planning, digital workflows, and additive manufacturing to create patient-specific orthodontic appliances.
• Founder Alfred Griffin will transition to chief product officer, focusing on innovation while Rogers leads commercial growth and manufacturing expansion.
• The announcement reflects broader healthcare trends toward personalized medicine, digital dentistry, and scalable AI-enabled medical device manufacturing.

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The Trade Desk has appointed marketing executive Vinny Rinaldi as Vice President of Client Strategy & Growth, reinforcing the advertising technology company's focus on helping brands navigate AI-driven media transformation. The appointment brings decades of brand, agency, and technology experience to the company's leadership as advertisers increasingly invest in data-driven media buying, connected TV (CTV), retail media, and premium open internet advertising.

Advertising technology company The Trade Desk has expanded its executive leadership team with the appointment of Vinny Rinaldi as Vice President of Client Strategy & Growth, a move that reflects the growing importance of strategic advisory services as artificial intelligence reshapes digital advertising.

Rinaldi will report to Chief Operating Officer Vivek Kundra and will work directly with enterprise marketers and agency partners to help them maximize the value of data-driven advertising, optimize media investments, and develop growth strategies across the premium open internet.

The appointment comes at a pivotal time for the advertising industry. As AI becomes increasingly integrated into campaign planning, audience targeting, measurement, and creative optimization, brands are seeking greater guidance on how to combine technology, first-party data, and human expertise to improve marketing performance.

Rinaldi joins The Trade Desk after serving as Vice President of Consumer Connections at The Hershey Company, where he led marketing transformation initiatives. His career also includes leadership roles at Amazon, Google, GroupM, and Dentsu, giving him experience across advertiser, agency, and technology ecosystems.

That cross-functional background aligns with the increasingly interconnected nature of modern marketing. Today's enterprise marketers are expected to integrate customer data, advertising platforms, AI-powered analytics, and omnichannel measurement into unified marketing strategies that deliver measurable business outcomes.

At The Trade Desk, Rinaldi will advise brands on growth opportunities spanning connected TV (CTV), retail media networks, digital audio, and other rapidly expanding advertising channels. These sectors have become major areas of investment as advertisers shift budgets toward measurable, data-driven media environments beyond traditional linear television and third-party cookie-based advertising.

The role also reflects the industry's broader transition toward AI-assisted decision-making. Rather than simply automating campaign execution, modern advertising platforms increasingly use machine learning to recommend budget allocation, optimize bidding strategies, forecast performance, and identify new audience opportunities.

The Trade Desk has positioned itself as one of the leading independent demand-side platforms (DSPs), enabling advertisers to purchase digital advertising inventory across the open internet while maintaining transparency and control over media buying. Unlike closed advertising ecosystems operated by large technology companies, the company's platform emphasizes interoperability, cross-channel measurement, and objective campaign optimization.

Competition in this space continues to intensify. Major advertising and marketing technology providers—including Google, Amazon, Microsoft, and Adobe—are expanding AI capabilities across their advertising and customer engagement platforms. At the same time, retail media networks and connected TV platforms are creating new opportunities for advertisers seeking measurable alternatives to traditional digital advertising channels.

Against this backdrop, experienced marketing leaders who understand both enterprise business strategy and advertising technology are becoming increasingly valuable. Organizations are looking beyond software implementation toward strategic guidance that helps marketing teams translate AI and data investments into tangible business results.

According to Gartner, AI is expected to play an expanding role across marketing strategy, campaign execution, and customer engagement over the coming years. Meanwhile, Forrester has identified first-party data, AI-driven personalization, and cross-channel measurement as critical priorities for enterprise marketing organizations adapting to evolving privacy regulations and changing consumer behavior.

Rinaldi's appointment also continues a broader leadership expansion at The Trade Desk. His arrival follows the recent appointments of Nate Olmstead as Chief Financial Officer, Sarah Gavin as Chief Marketing Officer and Executive Vice President, and Kristi Argyilan as Chief Commercial Officer and Executive Vice President.

The additions suggest the company is strengthening its executive leadership as the advertising industry enters a new phase driven by AI, retail media growth, streaming television, and evolving consumer data strategies.

For enterprise marketing teams, the announcement underscores a broader shift occurring across the MarTech and AdTech sectors. Success increasingly depends not only on adopting advanced advertising platforms but also on developing organizational expertise that connects AI, data, measurement, and media strategy into a unified operating model.

As advertisers continue reallocating budgets toward premium digital channels and AI-powered campaign optimization, strategic leadership will likely become as important as the underlying technology platforms themselves. The Trade Desk's latest executive appointment reflects that evolution, highlighting the growing demand for experienced advisors capable of helping brands navigate an increasingly complex advertising ecosystem.

Market Landscape

The global advertising technology market continues to evolve as AI, first-party data strategies, and omnichannel media buying reshape digital marketing. Gartner forecasts increasing enterprise investment in AI-powered marketing capabilities, while Forrester highlights connected TV, retail media, and privacy-first advertising as major growth areas. As advertisers diversify spending beyond closed platforms, independent demand-side platforms and data-driven media strategies are becoming increasingly important for enterprise marketing organizations.

Top Insights

• The Trade Desk has appointed Vinny Rinaldi as Vice President of Client Strategy & Growth to strengthen strategic advisory services for enterprise advertisers.
• Rinaldi brings leadership experience from The Hershey Company, Amazon, Google, GroupM, and Dentsu, spanning brand, agency, and technology sectors.
• His role will focus on helping marketers maximize AI, first-party data, connected TV, retail media, and premium open internet advertising investments.
• The appointment reflects increasing enterprise demand for strategic expertise as AI transforms campaign planning, media buying, and advertising measurement.
• The leadership expansion positions The Trade Desk to support advertisers navigating a rapidly evolving AdTech and MarTech landscape.

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Quad is expanding its packaging business with a new manufacturing facility in Salt Lake City, Utah, extending its U.S. production network to better serve consumer packaged goods (CPG) brands. The new site strengthens the company's national packaging footprint, improves regional manufacturing capacity, and reflects growing enterprise demand for integrated packaging, print production, and supply chain efficiency.

Marketing experience company Quad is expanding its packaging operations with the launch of a new manufacturing facility in Salt Lake City, Utah, a move that broadens its national production network and positions the company to better support consumer brands seeking faster packaging turnaround and regional manufacturing flexibility.

The 100,000-square-foot facility, scheduled to become operational during the fourth quarter of 2026, will complement Quad's existing packaging operations in Franklin, Wisconsin, and Spartanburg, South Carolina, while adding a strategic western U.S. production hub. The company also maintains packaging operations in Santo Domingo, Dominican Republic, supporting customers with global production capabilities.

The expansion comes as packaging has become an increasingly important component of enterprise marketing and customer experience strategies. Beyond protecting products, modern packaging serves as a brand touchpoint, supporting omnichannel commerce, retail merchandising, sustainability initiatives, and personalized consumer engagement.

By establishing manufacturing capacity closer to western markets, Quad aims to reduce shipping distances, shorten production lead times, and improve logistics efficiency for both national and regional brands. The Salt Lake City location offers direct access to major interstate transportation corridors and places the company near a concentration of consumer packaged goods manufacturers and contract manufacturing partners.

For enterprise marketers, faster packaging production can have a measurable impact on product launches and promotional campaigns. Packaging schedules often need to align with seasonal marketing initiatives, retail promotions, inventory availability, and distribution timelines. Regional manufacturing networks help brands respond more quickly to changing consumer demand while reducing transportation complexity.

The new facility will initially begin operations with existing customer production commitments from brands headquartered in the western United States, providing an established production pipeline as the site becomes fully operational.

From a technology perspective, the facility will feature a Heidelberg XL 106 printing press equipped with ultraviolet (UV) printing capabilities, along with automated sheeting, die-cutting, and folding-gluing equipment. These production technologies enable high-volume carton manufacturing while supporting premium print quality, shorter production cycles, and greater manufacturing consistency.

Packaging automation has become a strategic investment area as manufacturers seek to improve operational efficiency while accommodating shorter product lifecycles and increased product customization. Advanced digital workflows, automated finishing systems, and intelligent production planning are increasingly being integrated into modern packaging operations to reduce waste and improve throughput.

According to McKinsey & Company, supply chain resilience and manufacturing flexibility have become top priorities for consumer goods companies navigating evolving market conditions and fluctuating demand. Meanwhile, Gartner has identified digital supply chain capabilities as a growing area of investment, with organizations adopting automation and data-driven production planning to improve operational agility.

Quad's investment reflects these broader market trends by expanding production capacity in a region experiencing continued growth across industries such as food and beverage, health and wellness, and consumer products. These sectors increasingly require shorter packaging runs, faster product launches, and localized manufacturing support to respond to rapidly changing retail demand.

The announcement also highlights the convergence of marketing services and manufacturing operations. Traditionally recognized for commercial printing and marketing solutions, Quad has continued diversifying into adjacent services including packaging production, creative services, logistics, and integrated marketing execution.

That broader evolution mirrors developments across the marketing technology landscape, where organizations are seeking unified partners capable of managing multiple stages of campaign execution—from creative development and print production to packaging, fulfillment, and distribution. Integrated workflows can improve coordination across marketing, operations, and supply chain teams while reducing production complexity.

Major enterprise platforms from companies such as Adobe, Salesforce, Microsoft, and Google continue to emphasize connected workflows, data integration, and operational efficiency across customer engagement. Although Quad operates primarily in manufacturing and marketing services rather than software, its strategy similarly reflects the growing enterprise demand for connected operational ecosystems that improve speed, consistency, and customer experience.

As consumer brands continue investing in omnichannel commerce and faster product launches, regional manufacturing infrastructure is becoming an increasingly important competitive advantage. Companies capable of combining production capacity with logistics efficiency and integrated marketing support are likely to play a larger role in helping enterprises accelerate time-to-market.

Quad's expansion into Salt Lake City therefore represents more than an increase in manufacturing capacity. It illustrates how packaging is evolving into a strategic component of enterprise marketing infrastructure, where production technology, supply chain optimization, and customer experience increasingly intersect to support modern brand growth.

Market Landscape

The global packaging industry continues to evolve as manufacturers invest in automation, regional production, and supply chain resilience. Gartner reports that digital supply chain modernization remains a strategic priority for enterprises seeking greater operational agility and responsiveness. Meanwhile, McKinsey & Company highlights manufacturing flexibility and localized production as key strategies for improving resilience and reducing logistics complexity. These trends are encouraging packaging providers to expand geographically while adopting advanced production technologies that support faster time-to-market.

Top Insights

• Quad is expanding its national packaging network with a new manufacturing facility in Salt Lake City, strengthening regional production capacity for consumer packaged goods brands.
• The Utah facility enhances logistics efficiency by positioning manufacturing closer to western U.S. markets, helping reduce lead times and accelerate product launches.
• Advanced Heidelberg printing and automated finishing equipment will support high-volume, high-quality packaging production across multiple consumer industries.
• The investment reflects growing enterprise demand for integrated packaging, supply chain optimization, and marketing execution within a connected operational ecosystem.
• Regional manufacturing expansion aligns with broader industry trends emphasizing automation, production flexibility, and resilient supply chains.

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Back Market is strengthening its position in the refurbished technology market ahead of the 2026 back-to-school shopping season by introducing new partnerships with Duolingo and Spotify while releasing consumer research that points to changing technology purchasing habits among U.S. families. The company's latest survey suggests parents are placing greater emphasis on value, reliability, and long-term usability over purchasing brand-new devices, reflecting broader shifts in consumer behavior amid ongoing economic pressures.

As inflation and household budget constraints continue to influence consumer spending, refurbished technology is becoming a more prominent option for families preparing for the back-to-school season. Back Market, a marketplace specializing in certified refurbished electronics, is responding to that demand by pairing discounted devices with digital subscription benefits through new collaborations with Duolingo and Spotify.

The initiative highlights a growing trend across the consumer technology and retail sectors, where companies are increasingly combining hardware purchases with software and digital services to create additional customer value. Rather than competing solely on device pricing, vendors are expanding their ecosystems through educational, entertainment, and productivity offerings.

Alongside the partnership announcements, Back Market published findings from a survey conducted by The Harris Poll among U.S. parents with school-aged children. According to the research, 79% of parents said they are open to purchasing refurbished technology for back-to-school needs, while 80% indicated they would prefer a higher-quality refurbished device over a lower-quality new product available at the same price.

The findings suggest that consumer perceptions of refurbished electronics are continuing to evolve. Historically, concerns around cosmetic wear or product longevity limited adoption, but the latest survey indicates parents are placing greater importance on device reliability and overall value.

Battery performance remains the leading concern, with 47% of respondents identifying it as a primary consideration when purchasing refurbished devices. By comparison, only 30% expressed concern about cosmetic imperfections, while 18% worried their children might feel uncomfortable using refurbished technology at school. These results indicate that functional performance now outweighs appearance for many purchasing decisions.

Back Market's latest campaign also reflects the growing convergence between consumer technology marketplaces and digital subscription ecosystems. Customers purchasing eligible learning devices—including laptops, MacBooks, iPads, and tablets—will receive access to Super Duolingo for one month in participating regions. Beginning in August, qualifying purchases across the platform will also include promotional access to Spotify Premium, including offers tailored for students.

Bundling digital services with hardware has become a familiar strategy among major technology companies. Ecosystems developed by Apple, Google, Microsoft, and Amazon increasingly combine devices with cloud services, productivity applications, entertainment subscriptions, and AI-powered experiences to strengthen customer retention. Back Market is applying a similar value-added approach within the refurbished electronics segment, where software partnerships can enhance the ownership experience without increasing device costs.

The company's broader business strategy also aligns with growing sustainability initiatives across the technology industry. Extending the lifespan of smartphones, tablets, laptops, and wearable devices contributes to circular economy objectives by reducing electronic waste and lowering demand for newly manufactured hardware.

Research from Statista continues to show increasing consumer interest in refurbished electronics as affordability and sustainability become more influential purchasing factors. At the same time, IDC has reported that demand for PCs and mobile devices remains sensitive to economic conditions, encouraging consumers to explore lower-cost alternatives that maintain premium performance.

For students and parents, refurbished flagship devices can provide access to high-end specifications without the premium prices associated with newly released models. Back Market highlighted several products expected to remain popular this season, including the Apple iPhone 16, Samsung Galaxy S24 Ultra, MacBook Air M4, MacBook Pro M1, Apple iPad Pro M2, Apple Watch Series 10, and Samsung Galaxy Watch 7.

The survey also revealed an opportunity for broader market education. Although 85% of parents agreed that refurbished technology represents a financially responsible purchase for families, only 31% said they would specifically buy from a dedicated refurbished electronics retailer. The gap suggests that while consumer confidence in refurbished devices is increasing, awareness of specialized marketplaces remains relatively limited.

For marketers, the announcement illustrates how purchasing decisions are increasingly shaped by ecosystem value rather than standalone products. Combining refurbished hardware with digital learning platforms and subscription services allows retailers to address multiple customer needs simultaneously while differentiating themselves in an increasingly competitive technology market.

The initiative may also signal wider adoption of bundled service strategies among retailers focused on affordability, sustainability, and digital engagement. As consumers continue balancing household budgets with technology requirements, refurbished marketplaces are likely to play a larger role in consumer electronics purchasing, particularly in education-focused buying cycles.

Market Landscape

The global refurbished electronics market continues to expand as consumers seek affordable alternatives to new devices while supporting sustainability initiatives.

According to Statista, demand for refurbished smartphones and consumer electronics has increased steadily alongside growing environmental awareness and cost-conscious purchasing behavior. IDC also notes that macroeconomic uncertainty has encouraged buyers to extend device lifecycles, creating opportunities for marketplaces specializing in certified refurbished technology. As digital ecosystems increasingly combine hardware with subscription services and AI-powered applications, value-added partnerships are becoming an important competitive differentiator.

Top Insights

• Back Market is combining refurbished technology with Duolingo and Spotify subscriptions, expanding its value proposition beyond hardware into digital learning and entertainment ecosystems.
• Survey findings show 79% of U.S. parents are open to purchasing refurbished devices, reflecting growing confidence in certified pre-owned technology for education.
• Reliability has overtaken cosmetic appearance as the primary concern among buyers, highlighting changing consumer priorities in refurbished electronics purchasing.
• Bundled software partnerships mirror strategies adopted by major technology ecosystems, strengthening customer engagement while supporting affordability and sustainability goals.
• The announcement underscores the growing role of refurbished technology marketplaces in education-focused retail and broader digital commerce strategies.

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Automotive marketing technology provider L2T has transitioned its digital presence from l2tmedia.com to l2t.ai, reflecting a broader strategic shift toward artificial intelligence-driven marketing software for dealerships. The domain migration accompanies continued investment in AI-powered customer data, media activation, creative automation, and emerging Generative Engine Optimization (GEO) capabilities designed to help automotive retailers improve marketing performance across both traditional and AI-powered search environments.

L2T has adopted a .ai domain as part of its transition toward becoming an AI-centric marketing technology platform, underscoring how artificial intelligence is becoming increasingly embedded across automotive retail marketing.

While a domain change alone does not alter product capabilities, the move signals the company's broader positioning around AI-native marketing infrastructure at a time when dealerships face growing pressure to improve customer acquisition, personalize digital experiences, and measure marketing performance across fragmented advertising channels.

For enterprise dealership groups, marketing has evolved beyond simply purchasing digital advertising. Success increasingly depends on integrating customer data, inventory intelligence, media buying, creative production, and analytics into a unified technology stack capable of making faster decisions.

L2T's platform reflects that trend by combining multiple technologies into a connected environment built specifically for automotive retailers.

At the foundation is AudiencePro, the company's customer data platform (CDP), which consolidates dealership first-party customer information, shopper behavior, and marketing intelligence. Identity resolution technology helps connect customer interactions across devices and sessions, enabling dealerships to recognize previously anonymous website visitors and create more accurate audience profiles for personalized campaigns.

Customer data platforms have become an essential component of modern marketing infrastructure as organizations adapt to stricter privacy regulations and the decline of third-party cookies. By relying more heavily on first-party data, businesses can improve targeting while maintaining greater control over customer relationships.

Audience identity has become an increasingly competitive area across the broader MarTech industry, with major vendors including Salesforce, Adobe, and Microsoft continuing to expand customer data and personalization capabilities for enterprise marketers. L2T's approach applies similar principles within the automotive retail sector, where dealership-specific inventory, financing offers, and local buying behavior create unique marketing requirements.

The company also continues investing in AI-powered media activation through its AutoQuity™ platform. Predictive models analyze inventory availability, promotional offers, and shopper intent signals to help dealerships prioritize advertising for vehicles most likely to generate conversions. Rather than relying solely on historical campaign metrics, the platform attempts to align advertising investments with real-time business priorities.

Artificial intelligence is also playing a growing role in creative production. L2T says its generative AI capabilities automatically produce personalized advertising copy, image assets, and video content based on dealership inventory, geographic market conditions, seasonal trends, and campaign objectives. For dealership marketing teams managing hundreds or even thousands of vehicle listings, automating creative production could significantly reduce campaign development time while enabling more localized messaging.

Generative AI has rapidly become one of the fastest-growing areas within marketing technology. According to McKinsey & Company, organizations implementing generative AI across marketing and sales functions could unlock substantial productivity gains through content generation, personalization, and campaign optimization. Meanwhile, Gartner has projected that AI will increasingly automate marketing execution and customer engagement across enterprise organizations as adoption matures.

Beyond campaign creation, L2T is introducing what it describes as an agentic AI layer through its AI assistant, Sam. Rather than functioning solely as a reporting dashboard, the system monitors campaign performance, inventory changes, and audience behavior before generating recommendations designed to improve advertising outcomes.

The concept reflects a broader industry shift toward AI agents capable of assisting marketers with operational decision-making instead of simply providing analytics. Technology providers across the enterprise software landscape—including Google, Microsoft, and Salesforce—have expanded investments in AI assistants that automate workflows and surface recommendations using real-time business data.

L2T's latest initiatives also extend beyond advertising into AI-powered search optimization. The company has introduced Generative Engine Optimization (GEO) services and reporting intended to help dealerships improve visibility within AI-generated search experiences such as ChatGPT and Google AI Overviews.

As consumers increasingly receive answers directly from conversational AI systems instead of traditional search result pages, marketers are beginning to rethink how content is structured, measured, and optimized. GEO has emerged as an extension of conventional SEO by emphasizing entity recognition, authoritative content, and contextual relevance for large language models (LLMs).

For automotive dealerships, this evolution could influence how inventory, dealership information, service offerings, and localized content appear within AI-generated recommendations. Early investment in GEO strategies may help dealerships prepare for shifts in digital discovery as AI search continues to mature.

L2T's transition to a .ai domain therefore represents more than a branding update. It illustrates how specialized MarTech providers are repositioning around AI-first product strategies that combine customer data platforms, predictive advertising, generative content creation, intelligent automation, and AI search optimization into a unified platform. As dealerships continue modernizing their digital marketing infrastructure, integrated AI capabilities are likely to become an increasingly important differentiator across the automotive marketing technology landscape.

Market Landscape

The automotive marketing technology sector is undergoing rapid transformation as dealerships shift toward AI-powered customer engagement and first-party data strategies.

According to Gartner, customer data platforms and AI-enabled marketing automation are becoming core investments as organizations seek more personalized customer experiences while adapting to evolving privacy regulations. Meanwhile, McKinsey & Company estimates that generative AI could create significant productivity improvements across marketing and sales by accelerating content creation, personalization, and campaign optimization. These trends are encouraging MarTech vendors to integrate predictive analytics, AI agents, and Generative Engine Optimization into enterprise marketing platforms.

Top Insights

• L2T has adopted a .ai domain to reflect its evolution into an AI-powered marketing platform for automotive dealerships, extending beyond traditional digital advertising services.
• The company's platform combines a customer data platform, identity resolution, predictive media activation, and generative AI to support more personalized dealership marketing campaigns.
• AI agent Sam introduces autonomous performance monitoring and marketing recommendations, reflecting the growing adoption of agentic AI across enterprise MarTech platforms.
• L2T has expanded into Generative Engine Optimization (GEO), helping dealerships improve visibility across ChatGPT, Google AI Overviews, and other AI-driven search experiences.
• The announcement highlights the broader convergence of AI, customer data, marketing automation, and predictive analytics within the automotive retail technology ecosystem.

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Private equity firm Caltius Equity Partners (CEP) has announced a strategic investment in SaaS Consulting Group (SCG), strengthening the consulting company’s ability to expand its enterprise software, data, and artificial intelligence transformation capabilities for mid-market businesses.

Founded in 2011, SCG specializes in helping organizations improve critical business processes through cloud-based platforms, including Salesforce, NetSuite, iPaaS solutions, and emerging AI technologies. The company has worked with more than 250 mid-market organizations and partnered with over 60 private equity sponsors to support operational improvements across portfolio companies.

The investment comes at a time when mid-sized enterprises are under increasing pressure to modernize business operations while navigating the rapid adoption of artificial intelligence. Companies are no longer looking only for software implementation partners; they are seeking technology advisors capable of connecting business processes, trusted data, automation, and AI-driven insights to deliver measurable improvements.

CEP’s investment strategy will focus on accelerating SCG’s existing technology practices while expanding its AI and data services capabilities. The company also plans to pursue strategic acquisitions to strengthen its position in enterprise digital transformation services.

The move reflects a broader shift within the enterprise software ecosystem. As organizations adopt platforms such as Salesforce and NetSuite, many are discovering that successful transformation requires more than deploying new applications. Businesses increasingly need expertise in process redesign, data integration, automation, and AI implementation to achieve meaningful returns from technology investments.

SCG’s approach focuses on improving two critical enterprise workflows: lead-to-cash and record-to-report. Lead-to-cash processes connect sales activities with revenue generation, while record-to-report operations support financial reporting, compliance, and business intelligence. By integrating these workflows with modern SaaS platforms and AI capabilities, organizations can improve efficiency, visibility, and decision-making.

Artificial intelligence is becoming a central component of enterprise transformation strategies. Companies are increasingly using AI to automate repetitive processes, improve forecasting, enhance customer engagement, and extract insights from operational data. However, successful AI adoption often depends on having reliable data infrastructure and well-integrated business applications.

SCG CEO Chris Holbert emphasized that enterprises need more than new technology deployments to achieve sustainable transformation. The company plans to expand its partnerships with Salesforce, NetSuite, Zone & Co, and Nue.io, while investing further in AI-enabled transformation and data services.

The investment also highlights growing demand for specialized consulting firms that can help businesses navigate complex SaaS environments. Large technology ecosystems such as Salesforce, Microsoft, Oracle, and Google continue expanding their cloud and AI offerings, but many organizations require implementation expertise to customize these platforms around specific business requirements.

For mid-market companies, this challenge is particularly significant. Unlike large enterprises with dedicated technology teams, many growing organizations rely on external specialists to integrate applications, improve workflows, and build scalable technology foundations. Consulting firms with expertise across multiple enterprise platforms are increasingly becoming strategic partners rather than traditional software implementers.

Industry research indicates continued momentum behind enterprise AI and cloud transformation investments. Gartner has identified AI-enabled business applications and automation as major priorities for enterprise technology leaders, while IDC forecasts sustained growth in cloud software and artificial intelligence spending as organizations modernize operations. These trends are creating new opportunities for consulting firms that combine software expertise with business process knowledge.

The partnership between CEP and SCG also reflects increasing private equity interest in technology-enabled business services. Investors are targeting firms positioned at the intersection of SaaS adoption, AI implementation, and operational transformation, as companies across industries seek measurable returns from digital investments.

Rather than competing solely on software delivery, transformation providers are increasingly differentiating themselves through industry expertise, integration capabilities, and the ability to translate technology investments into business outcomes. SCG’s expanded focus on AI, data services, and enterprise platforms positions the company within this growing market category.

For enterprise technology leaders, the investment signals continued demand for partners that can bridge the gap between emerging AI capabilities and practical business execution. As artificial intelligence becomes embedded into core business applications, organizations will increasingly require trusted advisors capable of combining technology, data, and operational expertise.

Market Landscape

Enterprise AI adoption and SaaS modernization are driving increased demand for technology consulting services. Gartner identifies AI-enabled applications, automation, and data management as strategic priorities for businesses, while IDC expects continued growth in cloud and AI investments across industries. Major technology ecosystems including Salesforce, Microsoft, Oracle NetSuite, and Google are expanding AI capabilities, creating opportunities for specialized consulting providers that help organizations implement and optimize these platforms.

Top Insights

• Caltius Equity Partners invested in SaaS Consulting Group to accelerate enterprise software, AI transformation, and data services growth.
• SCG will expand Salesforce, NetSuite, iPaaS, and AI-enabled consulting capabilities for mid-market organizations.
• The partnership reflects rising demand for technology advisors that connect SaaS platforms, business processes, and trusted data.
• AI adoption is increasing enterprise demand for consulting expertise in automation, integration, and operational transformation.
• Private equity investment highlights growing market opportunities in AI-enabled business transformation services.

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Customer retention is emerging as one of the most important priorities for enterprise marketers, yet new research from Dotdigital suggests many brands are falling short in delivering the personalized experiences consumers increasingly expect.

The marketing automation provider has launched Dotdigital Loyalty, a native loyalty management platform that integrates rewards, customer data, marketing automation, and artificial intelligence into a unified customer engagement ecosystem. The product debut coincides with the release of the company's Customer Trends Index 2026/27, which reveals a widening gap between consumer expectations and current brand marketing performance.

According to the global survey of 4,000 consumers, conducted in partnership with Censuswide, 53% of respondents said loyalty programs influence their future relationship with a brand, yet only 15% believe the marketing messages they receive are highly relevant. The findings underscore a growing challenge for marketers attempting to balance customer acquisition with long-term retention in increasingly competitive digital markets.

The research suggests loyalty programs have evolved beyond simple discount mechanisms into strategic customer engagement tools. Consumers now expect brands to recognize purchasing behavior, personalize rewards, and provide meaningful experiences across multiple digital touchpoints rather than relying on generic promotional campaigns.

Among the survey's findings, 62% of consumers preferred points-based loyalty programs, making them the most popular reward model globally. Free shipping ranked second at 53%, followed by cashback (52%) and free gifts or product samples (45%). In addition, 43% of respondents wanted brands to recognize birthdays and anniversaries through exclusive rewards, highlighting increasing demand for personalized lifecycle marketing.

The launch of Dotdigital Loyalty reflects broader changes taking place across the MarTech landscape. Modern customer engagement platforms are increasingly combining customer relationship management (CRM), marketing automation, AI-powered personalization, customer data platforms (CDPs), and loyalty management into connected ecosystems designed to improve customer lifetime value rather than focusing exclusively on acquisition metrics.

Dotdigital's new platform enables marketers to manage loyalty programs directly within its marketing automation environment, allowing customer behavior, transactional data, rewards, and campaign execution to operate through a single interface. The platform includes points-based rewards, tiered loyalty structures, analytics, behavioral triggers, and integrations with Shopify, with additional ecosystem integrations planned.

Artificial intelligence plays a central role in the platform's strategy. By combining loyalty data with AI-powered customer insights, marketers can automate personalized communications, recommend relevant offers, and optimize engagement throughout the customer lifecycle. Similar AI-driven personalization capabilities are being expanded across enterprise marketing platforms from Salesforce, Adobe, Google, and Microsoft, as vendors compete to improve customer retention through intelligent automation.

The research also reveals meaningful demographic differences that could influence future marketing strategies. Millennials emerged as the generation most influenced by loyalty programs, with 59% considering them important when deciding whether to remain loyal to a brand. Gen Z consumers showed the strongest preference for free gifts and product samples, while Generation X prioritized free shipping and returns.

Regional variations further illustrate the importance of localized customer engagement strategies. In Singapore, nearly half of consumers preferred personalized discounts, while Australian shoppers placed greater emphasis on product quality. In the United Kingdom, free shipping remained one of the strongest loyalty incentives, whereas 46% of U.S. consumers reported increasing their spending specifically to unlock higher reward tiers.

These findings highlight why personalization continues to be a strategic priority across enterprise marketing. Despite advances in AI and customer analytics, many organizations still struggle to integrate customer data across marketing channels, resulting in fragmented experiences that fail to reflect individual preferences or purchasing behavior.

Industry analysts consistently identify customer retention as one of the highest-return marketing investments. Gartner has noted that AI-powered personalization is becoming a foundational capability within modern MarTech platforms, while McKinsey & Company reports that organizations delivering advanced personalization can achieve significantly higher customer engagement and revenue growth. The long-standing principle that retaining customers costs substantially less than acquiring new ones continues to shape enterprise marketing strategies.

Dotdigital's latest product launch also expands its broader customer lifecycle portfolio following recent acquisitions of Alia, an AI-powered ecommerce pop-up platform, and Social Snowball, an affiliate and influencer marketing solution for Shopify merchants. Together, these technologies support customer acquisition, retention, and advocacy within a unified marketing ecosystem.

For enterprise marketing teams, the launch reflects an ongoing shift toward integrated customer engagement platforms that combine AI, automation, behavioral analytics, and loyalty management. As customer expectations continue rising, organizations that connect personalization with measurable retention strategies are likely to strengthen long-term customer relationships while improving marketing efficiency and lifetime value.

Market Landscape

Customer loyalty is becoming a strategic growth driver as brands shift investment from acquisition toward long-term customer retention. Gartner identifies AI-powered personalization as a core capability of next-generation marketing platforms, while McKinsey & Company reports that companies delivering personalized customer experiences consistently outperform competitors in revenue growth and customer satisfaction. Enterprise vendors including Salesforce, Adobe, Microsoft, and Google continue expanding AI-enabled marketing platforms that unify customer data, loyalty programs, and marketing automation.

Top Insights

• Dotdigital introduced an AI-powered loyalty platform that combines customer rewards, marketing automation, behavioral data, and personalization within a unified ecosystem.
• Research shows only 15% of consumers consider brand marketing highly relevant despite 53% viewing loyalty programs as important to future purchasing decisions.
• Points-based rewards, free shipping, cashback, and personalized milestone recognition remain the strongest loyalty incentives across global markets.
• Consumer preferences vary significantly by generation and geography, reinforcing the need for localized, AI-driven personalization strategies.
• The launch reflects a broader enterprise trend toward integrating customer data, AI, and loyalty management to improve retention and customer lifetime value.

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