Genpact has partnered with Nestlé Business Solutions (NBS) to establish a new Global Capability Center (GCC) in Hyderabad, India, marking another significant investment in enterprise AI and business process transformation. The new center is designed to strengthen Nestlé's global shared services operations by combining process intelligence, automation, and agentic AI to improve operational efficiency, digital adoption, and business consistency across international markets.

3. Article

Global enterprises are increasingly repositioning Global Capability Centers (GCCs) from traditional back-office support hubs into strategic innovation centers, and the latest partnership between Genpact and Nestlé Business Solutions reflects that shift.

Genpact announced it will collaborate with Nestlé Business Solutions (NBS), the global shared services organization of Nestlé Group, to establish a new Global Capability Center in Hyderabad, India. The facility will serve as a technology-enabled operations hub, supporting Nestlé's worldwide business network through artificial intelligence, automation, and advanced process optimization.

The Hyderabad-based GCC is expected to enhance digital adoption while improving operational visibility and process consistency across Nestlé's global operations. Rather than functioning solely as a shared services center, the new facility is being positioned as an innovation hub where AI-driven workflows and intelligent automation can streamline enterprise operations.

At the center of the initiative is the adoption of agentic AI, an emerging category of artificial intelligence that enables software agents to perform multi-step business processes with greater autonomy. Unlike conventional automation, agentic AI can analyze business context, coordinate across systems, and assist employees in completing complex operational tasks with minimal manual intervention.

For multinational organizations operating across multiple regions, these capabilities have become increasingly valuable as businesses seek to improve decision-making while reducing operational complexity.

Genpact will contribute its expertise in process intelligence, enterprise automation, data engineering, and AI implementation to support the GCC's long-term transformation roadmap. The collaboration aims to help Nestlé modernize business services while creating standardized operational practices across finance, procurement, customer operations, and other enterprise functions.

The announcement also reinforces India's growing position as one of the world's leading destinations for enterprise Global Capability Centers. Cities including Hyderabad, Bengaluru, and Pune continue attracting multinational organizations looking to combine highly skilled technology talent with mature digital infrastructure.

Industry analysts note that GCCs have evolved considerably over the past decade. Instead of focusing primarily on cost optimization, organizations are increasingly using these centers to accelerate AI adoption, develop digital products, strengthen cybersecurity, and improve enterprise analytics.

This transition aligns with broader enterprise technology trends. According to Gartner, organizations are rapidly increasing investments in generative AI and intelligent automation as they modernize enterprise operations and customer experiences. Meanwhile, McKinsey & Company estimates that generative AI could contribute between $2.6 trillion and $4.4 trillion annually across industries by improving productivity and automating knowledge work, making enterprise AI one of the fastest-growing areas of digital transformation.

For enterprise marketing and customer-facing organizations, investments in AI-powered business operations can have downstream benefits beyond operational efficiency. Faster access to enterprise data, improved process consistency, and intelligent automation can support more responsive customer engagement, better campaign execution, enhanced analytics, and improved collaboration across sales, finance, supply chain, and marketing teams.

The partnership also illustrates how enterprise technology vendors are expanding beyond traditional outsourcing services. Companies like Genpact increasingly position themselves as transformation partners capable of integrating AI, automation, analytics, and cloud technologies into enterprise operating models. This approach places them alongside broader enterprise ecosystems supported by technology providers including Google Cloud, Microsoft, Amazon Web Services, Salesforce, and Adobe, all of which continue investing heavily in AI-powered business platforms.

For Nestlé Business Solutions, establishing the Hyderabad GCC represents an opportunity to build scalable digital capabilities while strengthening its global shared services network. By integrating advanced AI technologies with standardized business processes, the company aims to create a more agile operational environment capable of supporting future business growth.

As enterprises continue expanding AI initiatives, Global Capability Centers are expected to play an increasingly important role in experimentation, governance, and enterprise-wide deployment of intelligent automation. The Genpact–Nestlé partnership reflects a broader industry movement in which GCCs are becoming strategic centers for innovation rather than simply operational support functions.

With organizations under growing pressure to improve efficiency while accelerating digital transformation, investments in AI-enabled capability centers are likely to become a defining feature of enterprise technology strategies over the coming years.

Market Landscape

The Global Capability Center market is undergoing rapid transformation as enterprises increasingly embed AI, automation, analytics, and cloud technologies into shared services operations. India remains the global leader for GCC expansion due to its large technology workforce, mature digital ecosystem, and growing expertise in AI engineering.

Research from Gartner highlights enterprise AI as one of the fastest-growing investment priorities, while McKinsey & Company estimates generative AI could generate up to $4.4 trillion in annual economic value across industries. As organizations modernize enterprise operations, AI-enabled GCCs are becoming strategic assets that drive innovation, operational resilience, and enterprise-wide digital transformation.

Top Insights

• Genpact and Nestlé Business Solutions are establishing an AI-powered Global Capability Center in Hyderabad to modernize enterprise operations using automation, process intelligence, and agentic AI technologies.
• The new GCC shifts beyond traditional shared services by serving as an innovation hub focused on digital transformation, operational visibility, and standardized global business processes.
• Agentic AI will help automate complex enterprise workflows, enabling faster decision-making, improved operational consistency, and greater efficiency across Nestlé's international operations.
• India's expanding GCC ecosystem continues attracting multinational enterprises seeking AI expertise, advanced engineering talent, and scalable digital transformation capabilities.
• The partnership reflects a broader enterprise trend toward integrating AI, automation, cloud technologies, and data intelligence into next-generation business services.

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ActiveCampaign has introduced a new Google Ads connector for its Active Intelligence AI engine, enabling marketers to create, launch, and manage Google Performance Max campaigns through conversational AI within a single workspace. The launch reflects a broader shift toward agentic marketing, where AI orchestrates campaign execution across multiple platforms while marketers remain focused on strategy, creativity, and business outcomes.

Artificial intelligence is rapidly transforming digital advertising from a manual, platform-centric process into an intelligent, conversational experience. As marketing teams face growing complexity across advertising, customer engagement, analytics, and campaign management, software vendors are increasingly embedding AI agents capable of coordinating marketing execution across multiple platforms.

Against this backdrop, ActiveCampaign has launched a Google Ads connector for its Active Intelligence platform, allowing marketers to create and manage Google Performance Max campaigns using natural language conversations rather than navigating multiple advertising interfaces.

The integration enables users to connect customer data stored in ActiveCampaign with Google Ads while creating campaigns, selecting objectives, generating creative assets, and monitoring performance—all from within a unified AI-powered workspace.

The announcement highlights the growing convergence of AI assistants, marketing automation, and cross-platform orchestration as enterprise marketers seek greater efficiency across increasingly complex MarTech environments.

Conversational AI Simplifies Campaign Creation

Digital advertising has traditionally required marketers to switch between customer relationship management (CRM) platforms, content management systems, analytics dashboards, and advertising interfaces.

This fragmented workflow often increases operational complexity and slows campaign execution.

ActiveCampaign's new connector addresses this challenge by allowing users to communicate campaign goals directly to Active Intelligence, which guides marketers through campaign planning using conversational prompts.

Whether creating a new Google Ads account or launching an existing advertising strategy, marketers can define objectives, budgets, and audience preferences while AI assists with campaign configuration, suggested ad copy, and workflow execution.

Importantly, marketers retain final approval over every recommendation, preserving human oversight while reducing manual administrative work.

Performance Max Expands AI-Driven Advertising

The connector is built around Google Performance Max, Google's AI-powered campaign type that automatically delivers advertisements across multiple properties including Google Search, YouTube, Display, Gmail, Google Maps, and Discover through a single campaign.

Rather than managing separate campaigns for each advertising channel, marketers can leverage Google's machine learning systems to optimize placements and bidding based on campaign objectives.

ActiveCampaign extends this functionality by combining first-party customer data with AI-assisted campaign planning inside its own platform.

The integration also incorporates Google's generative AI Asset Builder (currently in beta), enabling marketers to generate campaign imagery automatically or reuse creative assets already stored within ActiveCampaign's Content Manager.

This approach reduces friction between content creation and campaign deployment while maintaining centralized asset management.

AI Moves Toward Cross-Platform Marketing Orchestration

Beyond campaign creation, the launch reflects a broader strategy centered on AI orchestration across enterprise marketing technology stacks.

The Google Ads connector joins ActiveCampaign's expanding ecosystem of AI integrations, which already includes Wix, Calendly, and Stripe.

Rather than requiring marketers to log into each application independently, Active Intelligence serves as a centralized interface capable of coordinating workflows across multiple platforms through a single conversational environment.

This architecture aligns with the growing concept of agentic marketing, where AI agents execute operational tasks across interconnected systems while marketers concentrate on business strategy, customer experience, and creative direction.

As enterprise marketing stacks continue expanding, orchestration platforms are emerging as a way to reduce complexity without replacing existing software investments.

AI Is Reshaping Enterprise Marketing Operations

The launch also reflects broader developments across the enterprise AI ecosystem.

Technology providers including Google, Microsoft, Salesforce, and Adobe continue embedding generative AI, predictive analytics, and autonomous assistants into marketing, advertising, CRM, and customer experience platforms.

These capabilities increasingly support campaign planning, audience segmentation, content generation, workflow automation, performance analysis, and revenue optimization.

By integrating Google Ads directly into ActiveCampaign's AI workspace, marketers gain a unified operating environment capable of connecting customer data, campaign execution, and performance management.

The result is a workflow where AI accelerates execution while marketers maintain responsibility for business goals, messaging, and brand governance.

Unified AI Workspaces Signal the Next Phase of MarTech

Enterprise marketing platforms are increasingly evolving into AI-native workspaces rather than collections of isolated applications.

According to Gartner, organizations are expanding investments in AI-powered marketing orchestration, automation, and customer engagement platforms as they seek greater productivity and operational efficiency. McKinsey & Company has similarly reported that AI adoption across marketing and commercial operations is generating measurable improvements in personalization, campaign effectiveness, and business performance.

As organizations continue consolidating fragmented marketing workflows, platforms capable of orchestrating CRM, advertising, content management, ecommerce, scheduling, and analytics from a unified AI interface are expected to become increasingly important.

ActiveCampaign's Google Ads connector reflects this broader evolution toward intelligent marketing operations, where AI acts not simply as a content generator but as an execution layer connecting enterprise marketing technologies into a coordinated, conversational workflow.

Market Landscape

Marketing automation is entering a new phase as AI orchestration platforms unify campaign planning, advertising, CRM, analytics, and customer engagement into centralized workspaces. Research from Gartner indicates AI-powered marketing automation and orchestration are becoming strategic enterprise priorities, while McKinsey & Company reports that organizations adopting AI across marketing functions are improving productivity, personalization, and commercial performance. Conversational AI interfaces are expected to play a growing role in simplifying increasingly complex MarTech ecosystems.

Top Insights

• ActiveCampaign launched a Google Ads connector for Active Intelligence, enabling marketers to create and manage Performance Max campaigns through conversational AI.
• The integration combines first-party customer data with Google's AI advertising capabilities, helping marketers streamline campaign creation without switching between platforms.
• AI orchestration continues reshaping marketing operations, connecting advertising, CRM, ecommerce, scheduling, and content management into unified workflows.
• Marketers retain strategic control while AI automates execution, reflecting the growing adoption of agentic marketing operating models.
• Unified AI workspaces are becoming central to enterprise MarTech strategies, reducing operational complexity while improving campaign efficiency.

Get in touch with our MarTech Experts

Viant Technology and Publica by IAS have announced a new integration designed to simplify access to premium Connected TV (CTV) inventory by connecting advertisers directly with streaming publishers through Viant's Direct Access supply path solution. The partnership reflects a broader industry push toward supply path optimization (SPO), improved transparency, and AI-driven media buying as advertisers increase investments in streaming television.

The Connected TV advertising market continues to evolve as brands seek more efficient ways to reach streaming audiences while reducing complexity across the digital advertising supply chain. As media budgets increasingly shift from linear television to streaming platforms, advertisers are demanding greater transparency, improved measurement, and direct access to premium inventory.

Against this backdrop, Publica by IAS, a Connected TV ad serving and monetization platform, has partnered with Viant Technology to integrate Direct Access, Viant's supply path optimization solution, enabling advertisers to purchase premium streaming inventory directly from publishers operating on Publica's platform.

The integration is designed to streamline campaign activation while improving signal quality, increasing operational efficiency, and creating stronger monetization opportunities for premium publishers.

The announcement highlights broader trends reshaping the CTV advertising ecosystem, where direct publisher relationships, AI-powered optimization, and first-party data are becoming increasingly valuable.

Why Supply Path Optimization Matters in Connected TV

As the programmatic advertising ecosystem has matured, advertisers have become increasingly focused on Supply Path Optimization (SPO)—the practice of reducing unnecessary intermediaries between media buyers and publishers.

Traditional programmatic transactions often involve multiple exchanges, resellers, and technology providers before an advertisement reaches a publisher. Each additional layer can increase costs, reduce transparency, and weaken the quality of available advertising signals.

Direct integrations such as the partnership between Viant and Publica aim to shorten that path.

By connecting advertiser demand more directly with premium streaming publishers, marketers can improve media efficiency while publishers retain greater value from advertising transactions.

For brands investing heavily in Connected TV, cleaner supply paths also improve campaign measurement, audience targeting, and overall return on advertising investment.

Premium Streaming Inventory Becomes More Accessible

The new integration allows advertisers using Viant's Direct Access platform to activate campaigns across Publica's network of premium Connected TV publishers.

Publica provides ad serving and monetization infrastructure for streaming services, helping publishers manage advertising inventory while maximizing revenue opportunities.

For advertisers, the integration simplifies campaign execution across premium streaming environments without requiring additional operational complexity.

Publishers, meanwhile, gain access to demand from performance-focused advertisers seeking high-quality streaming inventory with stronger audience signals and measurable outcomes.

The collaboration reflects increasing demand for direct marketplace relationships as brands prioritize quality over scale within Connected TV campaigns.

Transparency and Measurement Drive Enterprise CTV Investment

Measurement continues to be one of the most important priorities for Connected TV advertisers.

Alongside the integration, advertisers accessing inventory through Publica can utilize IAS Total TV, a measurement suite developed by Integral Ad Science (IAS) that provides visibility into programming categories, content ratings, brand suitability, and campaign transparency.

Advanced measurement tools have become increasingly important as marketers seek reporting standards that more closely resemble traditional television while retaining the targeting capabilities of digital advertising.

The ability to evaluate inventory quality, content context, and campaign performance helps advertisers make more informed investment decisions while supporting brand safety objectives.

CTV Infrastructure Continues to Mature

The partnership illustrates how the Connected TV ecosystem is evolving beyond simple inventory aggregation toward more intelligent advertising infrastructure.

Major technology providers including Google, Amazon, Microsoft, and Adobe continue expanding AI-powered advertising, audience analytics, and campaign optimization capabilities as streaming consumption accelerates globally.

Meanwhile, retail media networks, first-party data strategies, and privacy-focused advertising frameworks are reshaping how advertisers plan and measure campaigns across streaming environments.

Direct integrations between demand-side platforms, ad servers, and publisher infrastructure help address these challenges by improving interoperability while reducing friction throughout the advertising supply chain.

AI and Automation Shape the Future of CTV Advertising

Artificial intelligence is also becoming an increasingly important component of Connected TV advertising.

Modern advertising platforms use AI to optimize bidding strategies, forecast campaign performance, improve audience segmentation, automate media allocation, and enhance creative delivery across streaming environments.

According to Gartner, AI-powered advertising technologies and media optimization platforms are becoming strategic investments as organizations modernize digital marketing operations. McKinsey & Company has similarly reported that AI adoption across marketing and commercial functions can improve campaign effectiveness, personalization, and operational efficiency.

As Connected TV continues capturing a larger share of digital advertising budgets, partnerships that improve transparency, streamline supply paths, and strengthen measurement capabilities are expected to play an increasingly important role in enterprise media strategies.

The integration between Viant and Publica reflects this broader industry direction, where advertisers, publishers, and technology providers are collaborating to create a more efficient, data-driven, and measurable streaming advertising ecosystem.

Market Landscape

Connected TV has become one of the fastest-growing segments of digital advertising as brands shift media investment from traditional television toward streaming platforms. Research from Gartner indicates AI-powered advertising technologies and measurement platforms are becoming increasingly important for enterprise marketers, while McKinsey & Company reports that AI-driven media optimization is improving campaign performance and operational efficiency. Supply path optimization, first-party data, and transparent measurement are expected to remain central priorities as CTV advertising continues to mature.

Top Insights

• Viant and Publica have integrated their platforms to simplify advertiser access to premium Connected TV inventory through a more direct and transparent supply path.
• Supply Path Optimization (SPO) continues gaining momentum, helping advertisers reduce intermediaries while improving signal quality, campaign efficiency, and media performance.
• Premium publishers benefit from stronger monetization opportunities, gaining access to performance-driven advertiser demand within high-quality streaming environments.
• Advanced CTV measurement tools are becoming essential, enabling advertisers to evaluate inventory quality, brand suitability, and campaign performance with greater transparency.
• AI-powered advertising infrastructure is reshaping Connected TV, supporting smarter media buying, audience targeting, and optimization across streaming platforms.

Get in touch with our MarTech Experts

B2B revenue technology provider 6sense has expanded its executive leadership team by appointing Micki Howl as Chief Revenue Officer and promoting Krystal Ziegler to General Counsel. The leadership changes come as the company continues to position its GTM Intelligence Platform for the emerging agentic AI era, where sales, marketing, customer success, and revenue operations are becoming increasingly connected through AI-driven decision intelligence.

The evolution of enterprise go-to-market (GTM) strategies is reshaping how B2B organizations align marketing, sales, customer success, and revenue operations. As artificial intelligence increasingly influences customer acquisition, buying intent analysis, and revenue forecasting, software providers are strengthening executive leadership to support more integrated, data-driven operating models.

Against this backdrop, 6sense has announced the appointment of Micki Howl as Chief Revenue Officer (CRO) and the promotion of Krystal Ziegler to General Counsel, reinforcing its leadership team as the company expands its GTM Intelligence Platform for enterprise revenue organizations.

The appointments reflect broader changes across the B2B software market, where organizations are investing in executive talent capable of navigating AI-powered revenue transformation while strengthening customer relationships, operational efficiency, and corporate governance.

GTM Intelligence Is Redefining Enterprise Revenue Operations

Modern B2B buying journeys have become increasingly complex.

Enterprise buyers now conduct extensive independent research across websites, analyst reports, AI-powered search platforms, social media, peer communities, and review sites long before engaging directly with vendors. This shift has reduced the effectiveness of traditional sales-led engagement models while increasing demand for AI-powered platforms capable of identifying buying intent and orchestrating customer interactions across multiple functions.

GTM Intelligence addresses this challenge by combining artificial intelligence, predictive analytics, first-party data, and customer signals to help organizations identify in-market buyers, prioritize opportunities, personalize engagement, and improve revenue forecasting.

Rather than operating sales and marketing independently, enterprise organizations are increasingly adopting unified revenue operating models supported by AI-driven insights.

6sense has positioned its platform around this transformation, integrating intent data, predictive analytics, account intelligence, and AI automation to support B2B revenue teams throughout the customer lifecycle.

A Unified Customer Operations Strategy

As Chief Revenue Officer, Micki Howl will oversee Global Customer Operations, consolidating multiple enterprise functions under a single leadership structure.

Her responsibilities include sales, customer success, professional services, solutions consulting, and revenue strategy, creating an integrated organization responsible for managing customer relationships from onboarding through long-term expansion.

This approach reflects a growing trend across enterprise SaaS companies, where organizations seek to eliminate operational silos between customer-facing teams in favor of unified revenue organizations.

Before joining 6sense, Howl led a recurring software business exceeding $400 million in annual recurring revenue (ARR) at Marigold, supporting more than 40,000 customers worldwide across industries including financial services, aviation, and consumer goods.

Her experience scaling customer-focused organizations aligns with increasing enterprise emphasis on retention, customer lifetime value, and AI-supported revenue optimization.

Leadership Continuity Strengthens Corporate Growth

Alongside the revenue leadership appointment, 6sense promoted Krystal Ziegler to General Counsel.

Since joining the company in 2019, Ziegler has helped build the organization's legal operations while supporting enterprise governance across privacy, product development, employment, and corporate affairs.

Internal leadership promotions such as this have become increasingly common among high-growth enterprise software companies seeking to preserve institutional knowledge while expanding executive capabilities.

As AI adoption accelerates across enterprise applications, legal leadership is also becoming more strategically important, particularly regarding AI governance, data privacy, regulatory compliance, and intellectual property.

AI Is Driving the Next Generation of Revenue Platforms

The appointments coincide with broader investments across the enterprise AI ecosystem.

Technology providers including Salesforce, Microsoft, Google, and Adobe continue embedding AI agents, predictive intelligence, and automation into sales, marketing, customer service, and CRM platforms.

Similarly, GTM Intelligence platforms are evolving beyond traditional revenue software by integrating buyer intent analysis, conversational AI, account intelligence, pipeline forecasting, and autonomous workflow orchestration.

The growing adoption of agentic AI further accelerates this transformation.

Rather than simply recommending actions, AI agents are increasingly capable of coordinating sales outreach, marketing execution, customer engagement, forecasting, and operational workflows while enabling human teams to focus on strategic decision-making.

For enterprise revenue organizations, this represents a shift from reactive pipeline management toward proactive, AI-assisted revenue operations.

Executive Expansion Reflects Enterprise AI Priorities

6sense's leadership announcement also signals how enterprise software companies are adapting organizational structures to support AI-first business models.

According to Gartner, organizations are increasing investments in AI-enabled sales technologies, revenue intelligence platforms, and customer engagement systems to improve productivity and pipeline performance. McKinsey & Company has similarly reported that AI adoption across commercial functions—including sales, marketing, and customer operations—is generating measurable improvements in revenue growth, personalization, and operational efficiency.

By strengthening leadership across revenue operations and legal governance, 6sense is positioning itself to support enterprise customers navigating increasingly complex AI-powered go-to-market environments.

As organizations continue modernizing their revenue technology stacks, platforms capable of connecting marketing, sales, customer success, and AI-driven intelligence into a unified operating model are expected to become foundational components of enterprise growth strategies.

Market Landscape

Enterprise revenue technology is evolving rapidly as AI transforms sales execution, marketing orchestration, customer success, and revenue forecasting. Research from Gartner indicates AI-powered revenue intelligence and sales technologies are becoming strategic enterprise investments, while McKinsey & Company reports that organizations implementing AI across commercial functions are improving productivity, customer engagement, and revenue performance. Unified GTM platforms that combine predictive analytics, customer intelligence, and AI orchestration are expected to shape the next generation of B2B growth strategies.

Top Insights

• 6sense appointed Micki Howl as Chief Revenue Officer, consolidating global customer operations under a unified AI-driven go-to-market strategy.
• Krystal Ziegler's promotion to General Counsel strengthens enterprise governance, reflecting increasing focus on AI, privacy, compliance, and corporate growth.
• GTM Intelligence platforms continue evolving beyond CRM, integrating predictive analytics, buyer intent, AI automation, and revenue operations into unified enterprise systems.
• Agentic AI is reshaping B2B revenue teams, enabling autonomous execution while allowing sales and marketing professionals to focus on strategic decision-making.
• Enterprise organizations are increasingly aligning sales, marketing, customer success, and professional services through integrated revenue operating models supported by AI.

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Enterprise consulting firm Perficient and AI orchestration platform Gradial have formed a strategic partnership to help Fortune 500 organizations deploy agentic marketing across enterprise marketing operations. The collaboration combines Perficient's AI consulting and digital transformation expertise with Gradial's AI orchestration platform, enabling marketing teams to automate content operations, campaign execution, and governance while maintaining human oversight over strategy and brand decisions.

Artificial intelligence is rapidly moving beyond content generation into autonomous execution, giving rise to what many technology vendors describe as agentic marketing—an operating model where AI agents perform repetitive marketing tasks while human teams focus on strategy, creativity, and governance. As enterprise organizations seek measurable returns from AI investments, consulting firms and AI platform providers are increasingly partnering to deliver scalable implementation frameworks rather than standalone technologies.

Reflecting this shift, Perficient, a global AI and digital transformation consulting firm, has announced a co-innovation partnership with Gradial, an enterprise AI orchestration platform, to accelerate the adoption of agentic marketing across Fortune 500 organizations.

The partnership combines Perficient's newly established AI-First Marketing and Engagement practice with Gradial's orchestration platform, enabling enterprises to automate marketing execution across existing technology stacks while preserving governance, compliance, and brand consistency.

The announcement illustrates how enterprise marketing is evolving from isolated AI tools toward intelligent operating models that integrate automation across content creation, campaign management, analytics, and customer engagement.

What Is Agentic Marketing?

Agentic marketing represents the next stage of enterprise AI adoption.

Unlike traditional marketing automation—which executes predefined workflows—or generative AI—which primarily creates content, agentic AI employs autonomous software agents capable of planning, coordinating, executing, and optimizing marketing activities based on business objectives and real-time data.

In practice, marketers define campaign goals, creative direction, brand guidelines, and strategic priorities, while AI agents perform operational tasks such as content publishing, quality assurance, workflow orchestration, personalization, and campaign optimization.

This model aims to reduce manual effort while accelerating execution across increasingly complex enterprise marketing environments.

For organizations managing multiple brands, regions, languages, and digital channels, autonomous orchestration offers an opportunity to improve speed without sacrificing governance.

Orchestrating Existing Enterprise MarTech Stacks

A central component of the partnership is Gradial's orchestration platform, which integrates with existing enterprise systems rather than replacing them.

According to the companies, the platform operates across digital asset management (DAM), content management systems (CMS), digital experience platforms (DXPs), and analytics solutions already deployed by enterprise organizations.

AI agents can automate content authoring, activation, quality assurance, optimization, and publishing while maintaining governance controls before assets are released.

This orchestration approach addresses one of the biggest challenges facing enterprise marketing teams: managing increasingly fragmented technology stacks composed of dozens of specialized applications.

Instead of introducing additional operational complexity, AI orchestration seeks to coordinate workflows across existing infrastructure.

The partnership also highlights growing interest in Generative Engine Optimization (GEO), as brands adapt content strategies for AI-powered search experiences and conversational discovery platforms.

Enterprise AI Requires More Than Technology

While AI adoption has accelerated across marketing organizations, many enterprises continue struggling to generate measurable business value.

Technology leaders increasingly argue that successful AI implementation depends not only on software capabilities but also on organizational transformation, governance, operating models, and workforce readiness.

Perficient positions its role around these broader implementation requirements by supporting enterprise architecture design, change management, industry-specific consulting, and operational deployment across sectors including healthcare, life sciences, financial services, retail, and automotive.

Rather than simply deploying AI software, the partnership focuses on helping organizations redesign marketing operations around human-AI collaboration.

This reflects a wider shift in enterprise consulting, where firms are combining AI platforms with transformation services to accelerate enterprise adoption.

New Agentic Marketing Solutions Target Enterprise Operations

As part of the collaboration, Perficient and Gradial are jointly developing industry-specific solutions and implementation frameworks.

Initial offerings include Zero-Ops Content Pipeline, Agentic Infrastructure Implementation, Regulated Content Automation, Living Content Governance, and GEO-Native Content Orchestration.

These solutions are designed to help enterprises automate complex marketing operations while maintaining compliance, governance, and brand oversight—particularly important in regulated industries such as financial services and healthcare.

Perficient has also established a dedicated Gradial Center of Excellence with certified implementation teams and has deployed the Gradial platform internally during the redevelopment of its corporate website.

Using the platform within its own marketing operations allows the consulting firm to refine implementation methodologies before extending them to enterprise clients.

Agentic AI Is Reshaping Enterprise Marketing Operations

The partnership reflects broader developments across the enterprise AI landscape.

Major technology providers including Microsoft, Google, Salesforce, and Adobe continue expanding AI agents capable of supporting content creation, campaign optimization, customer engagement, workflow automation, and business intelligence.

Rather than replacing marketers, agentic AI is increasingly positioned as an execution layer that automates repetitive operational work while enabling marketing teams to concentrate on strategic planning, creativity, customer experience, and business growth.

According to Gartner, AI-powered marketing orchestration and autonomous workflows are becoming strategic priorities for enterprise organizations modernizing their marketing operations. McKinsey & Company has similarly reported that organizations effectively implementing AI across marketing and commercial functions are realizing measurable gains in productivity, personalization, and operational efficiency.

As enterprise marketing shifts toward AI-native operating models, partnerships that combine consulting expertise with orchestration platforms are likely to play an increasingly important role in helping organizations scale AI adoption responsibly and efficiently.

Market Landscape

Enterprise marketing is entering an era of AI orchestration, where autonomous agents coordinate content operations, campaign execution, analytics, and governance across existing MarTech ecosystems. Research from Gartner indicates that AI-powered marketing operations are becoming a strategic enterprise investment, while McKinsey & Company reports that organizations implementing AI across commercial functions are improving productivity, customer engagement, and business performance. Agentic AI is expected to become a foundational layer within next-generation enterprise marketing stacks.

Top Insights

• Perficient and Gradial have partnered to accelerate agentic marketing adoption, combining enterprise consulting with AI orchestration for Fortune 500 organizations.
• Agentic AI enables marketers to focus on strategy while autonomous agents manage execution, including content publishing, optimization, quality assurance, and workflow automation.
• The partnership integrates AI with existing enterprise MarTech stacks, orchestrating CMS, DAM, DXP, and analytics platforms instead of replacing them.
• New enterprise solutions target regulated industries, emphasizing governance, compliance, and AI-powered content operations at scale.
• AI orchestration reflects the next evolution of enterprise marketing, moving beyond automation toward intelligent, governed operational workflows.

Get in touch with our MarTech Experts

Enterprise workplace experience platform Korbyt has expanded its digital signage and space management portfolio with a native Canva integration, appointed veteran SaaS executive TJ Waldorf as Senior Vice President of Marketing, and earned multiple industry awards recognizing its AI-powered workplace technologies. The announcements reflect growing enterprise demand for intelligent workplace communication platforms that combine content creation, AI automation, and centralized digital operations.

As organizations continue modernizing workplace communications, digital signage has evolved beyond static displays into intelligent engagement platforms powered by artificial intelligence, cloud management, and real-time content automation. Enterprises increasingly expect communication systems that enable distributed teams to create, publish, and manage digital content with minimal operational complexity while maintaining governance and security.

Against this backdrop, Korbyt has unveiled a series of product, leadership, and industry milestones that reinforce its strategy in the enterprise workplace technology market. The company introduced a native integration between Canva and its Korbyt Anywhere platform, appointed experienced SaaS executive TJ Waldorf as Senior Vice President of Marketing, and received several industry awards recognizing its AI-powered digital signage platform and enterprise hardware innovations.

Together, the announcements highlight broader trends shaping workplace technology as organizations invest in AI-driven collaboration, employee communications, and centralized content management.

Native Canva Integration Simplifies Enterprise Content Workflows

The most significant product announcement is Korbyt's native integration with Canva, enabling organizations to move content directly from design to enterprise digital signage without manual file handling.

Traditionally, marketing and communications teams create graphics, videos, and presentations in design applications before downloading assets and uploading them separately into content management systems. That workflow often introduces delays, version control issues, and administrative overhead.

Korbyt's integration streamlines this process by allowing users to publish PNG and MP4 assets directly from Canva into Korbyt Media Manager. During export, users can assign folders, playlists, metadata, and tags while preserving governance policies through authentication, role-based permissions, and audit trails.

The capability is particularly relevant for organizations with distributed content contributors across marketing, human resources, internal communications, operations, and facilities management.

By reducing friction between design and deployment, enterprises can accelerate content publishing while maintaining centralized oversight across digital signage networks.

AI Continues to Transform Workplace Communications

The Canva integration forms part of Korbyt's broader strategy to embed AI and automation into enterprise workplace operations.

Alongside the new publishing workflow, the company plans to showcase additional platform capabilities, including ScreenDetective, Launchpad 2.0, and its expanding AI-enabled technologies during an upcoming product event.

Enterprise workplace platforms are increasingly moving beyond simple screen management toward intelligent communication systems capable of automating scheduling, optimizing content delivery, analyzing engagement, and supporting personalized employee experiences.

This evolution reflects growing investment in digital workplace technologies as organizations seek to improve communication across hybrid workforces while reducing administrative complexity.

Leadership Expansion Supports Next Growth Phase

Korbyt also strengthened its executive leadership team with the appointment of TJ Waldorf as Senior Vice President of Marketing.

Waldorf brings more than 20 years of enterprise SaaS marketing experience, including leadership positions focused on go-to-market strategy, demand generation, and organizational growth.

Most recently, he served as Chief Marketing Officer at 1WorldSync, where he helped expand annual recurring revenue (ARR), scale the company's global marketing organization, and support its acquisition by Syndigo.

His appointment reflects a broader trend across enterprise software companies that are investing in experienced go-to-market leadership as AI accelerates competition across SaaS markets.

As AI capabilities become increasingly commoditized, vendors are differentiating themselves through product positioning, customer education, and integrated marketing strategies that clearly communicate long-term business value.

Industry Recognition Highlights AI Platform Innovation

Korbyt also concluded the first half of 2026 with multiple industry recognitions spanning software, hardware, and channel partnerships.

Its 5CAI Agent Suite received recognition as the best digital signage content management platform at InfoComm 2026, while the company's Aries III media player earned a Digital Signage Best of Show award for enterprise hardware innovation.

Additional recognition from CTI and the PSNI Global Preferred Vendor Program acknowledged Korbyt's product innovation and global partner ecosystem.

Although awards do not independently establish market leadership, they demonstrate continued industry visibility within the rapidly evolving workplace technology sector.

Intelligent Workplace Platforms Continue to Evolve

The announcements arrive as enterprises increasingly integrate AI into workplace communication infrastructure.

Modern workplace experience platforms now combine digital signage, room scheduling, employee engagement, visitor management, analytics, and workplace intelligence within unified cloud environments.

Technology leaders including Microsoft, Google, Adobe, and Salesforce are similarly embedding generative AI into enterprise collaboration, productivity, and communication platforms, enabling organizations to automate workflows, personalize experiences, and improve operational efficiency.

Digital signage is also evolving into a strategic communication channel capable of supporting employee engagement, corporate communications, operational updates, safety messaging, and customer experiences through centralized AI-powered management.

According to Gartner, intelligent workplace technologies and AI-powered employee experience platforms are becoming increasingly important components of enterprise digital transformation initiatives. McKinsey & Company has likewise reported that organizations deploying AI across workplace operations are improving productivity while simplifying complex business processes.

As hybrid work models continue reshaping enterprise operations, vendors capable of integrating AI, content management, workplace analytics, and cloud collaboration into unified platforms are expected to play an increasingly significant role in the future of enterprise communications.

Market Landscape

The enterprise workplace technology market is experiencing rapid transformation as organizations modernize employee communications, hybrid workplace management, and digital collaboration through AI-powered platforms. Research from Gartner indicates intelligent workplace technologies are becoming a strategic investment area for enterprise organizations, while McKinsey & Company reports that AI adoption across workplace operations can improve productivity and operational efficiency. Integrated platforms that combine content management, analytics, automation, and collaboration are increasingly replacing standalone workplace applications.

Top Insights

• Korbyt introduced a native Canva integration, enabling enterprise teams to publish digital signage content directly from design workflows while maintaining governance and security.
• The company expanded its executive leadership by appointing experienced SaaS marketer TJ Waldorf to accelerate go-to-market strategy and enterprise growth.
• AI-powered workplace communication continues evolving, combining intelligent content management, automation, analytics, and centralized platform administration.
• Multiple InfoComm industry awards recognized Korbyt's AI platform and enterprise hardware, highlighting continued innovation in workplace technology solutions.
• Organizations are increasingly adopting integrated workplace experience platforms that connect digital signage, collaboration, employee communications, and AI-powered automation.

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Commerce technology provider Rithum has appointed retail and digital transformation executive Kim Miller as Chief Marketing Officer and Head of Global Strategy, strengthening its executive leadership as brands and retailers accelerate investments in AI, omnichannel commerce, and connected retail operations. The appointment underscores a broader industry trend in which commerce technology vendors are aligning marketing, strategy, and customer experience to address the growing complexity of digital commerce.

The rapid convergence of artificial intelligence, digital commerce, and omnichannel retail is reshaping how brands engage customers and manage increasingly complex commerce ecosystems. As retailers seek greater visibility across marketplaces, ecommerce channels, fulfillment networks, and customer touchpoints, commerce technology providers are strengthening leadership teams capable of guiding both product innovation and long-term strategic growth.

Against this backdrop, Rithum has appointed Kim Miller as Chief Marketing Officer and Head of Global Strategy, expanding its executive leadership with an experienced retail and digital transformation executive. The appointment signals the company's continued focus on helping brands, retailers, and suppliers navigate evolving commerce environments where AI, data intelligence, and connected operations are becoming strategic priorities.

In her dual leadership role, Miller will oversee Rithum's global marketing organization while leading corporate strategy initiatives designed to strengthen the company's market positioning and support its next phase of international growth.

Commerce Technology Enters a New AI Era

Enterprise commerce has become significantly more complex over the past several years.

Retailers now manage customer interactions across ecommerce websites, online marketplaces, retail media networks, social commerce platforms, mobile applications, and physical stores. At the same time, rising customer expectations require organizations to deliver personalized experiences while maintaining operational efficiency and supply chain visibility.

Artificial intelligence is increasingly becoming the technology layer that connects these functions.

Modern commerce platforms are embedding AI into product discovery, inventory management, pricing optimization, customer engagement, marketing automation, forecasting, and business intelligence. Rather than serving as standalone software, commerce platforms are evolving into intelligent operating systems capable of supporting enterprise-wide decision-making.

Rithum's leadership expansion reflects this broader transformation across the commerce technology landscape.

An Executive With Deep Retail Transformation Experience

Miller joins Rithum with more than two decades of leadership experience spanning retail operations, customer strategy, omnichannel commerce, and enterprise marketing.

Most recently, she served as Chief Customer Officer at Saks Global, where she led enterprise customer strategy across Saks Fifth Avenue and Neiman Marcus. Earlier in her career, she was President of Saks OFF 5TH, overseeing a business generating more than $1 billion in omnichannel revenue.

She also previously served as Chief Marketing Officer at Rakuten, leading brand and performance marketing initiatives supporting more than 10 million members and approximately 2,000 retail partners.

This combination of operational retail leadership and enterprise marketing experience positions Miller to help Rithum strengthen relationships with brands seeking unified commerce infrastructure capable of supporting both growth and operational efficiency.

Why Marketing and Strategy Are Becoming More Connected

The appointment also reflects a notable shift within enterprise SaaS leadership structures.

Rather than treating marketing solely as a demand generation function, many technology companies are combining marketing with corporate strategy to ensure product positioning, customer engagement, and market expansion remain closely aligned.

For commerce technology vendors, this integration is becoming increasingly valuable as buyers evaluate platforms based on long-term business outcomes rather than individual software capabilities.

Enterprise customers now expect technology providers to deliver measurable improvements in customer experience, operational intelligence, AI adoption, and revenue performance.

By placing marketing and global strategy under unified leadership, organizations can more effectively communicate product value while adapting to changing market conditions.

AI, Data, and Commerce Continue to Converge

Rithum's announcement also highlights the growing convergence of AI, enterprise data, and digital commerce.

As generative AI becomes embedded into enterprise workflows, organizations are seeking platforms capable of transforming fragmented commerce data into actionable business intelligence.

The company says Miller will help strengthen its positioning around this evolving opportunity, enabling brands and retailers to use commerce technology not only to streamline operations but also to gain deeper intelligence into customer behavior, marketplace performance, and growth opportunities.

This direction aligns with broader innovation occurring across technology ecosystems from Google, Microsoft, Salesforce, and Adobe, where AI-powered copilots, predictive analytics, workflow automation, and customer intelligence are increasingly integrated into enterprise applications.

Commerce platforms are similarly evolving from transaction management systems into AI-enabled decision platforms supporting merchandising, fulfillment, customer engagement, and strategic planning.

Leadership Reflects Broader Enterprise Commerce Trends

Executive appointments such as Miller's illustrate how commerce technology companies are responding to changing enterprise priorities.

According to Gartner, AI-enabled commerce and customer experience technologies are becoming core investments for organizations pursuing digital transformation initiatives. McKinsey & Company has also reported that AI adoption across commercial functions—including marketing, sales, and customer operations—is producing measurable gains in productivity, personalization, and organizational performance.

As digital commerce continues expanding across channels and regions, organizations increasingly require platforms capable of integrating data, automation, analytics, and AI into unified operating environments.

For Rithum, strengthening executive leadership with expertise spanning retail operations, customer strategy, and digital transformation reflects a broader commitment to helping enterprise organizations compete in an increasingly AI-driven commerce landscape.

Market Landscape

Commerce technology is entering a new phase of growth as AI, first-party data, omnichannel retail, and enterprise automation converge into unified commerce ecosystems. Research from Gartner indicates organizations are increasing investments in AI-powered customer experience and commerce platforms, while McKinsey & Company reports that AI adoption across commercial operations is improving marketing effectiveness, operational efficiency, and customer engagement. Vendors capable of combining commerce infrastructure with AI-driven intelligence are expected to play a central role in enterprise digital transformation strategies.

Top Insights

• Rithum appointed Kim Miller as Chief Marketing Officer and Head of Global Strategy, reinforcing its leadership team amid accelerating AI adoption across enterprise commerce.
• Miller brings extensive omnichannel retail experience from Saks Global, Saks OFF 5TH, and Rakuten, strengthening Rithum's customer and market strategy capabilities.
• The appointment reflects growing convergence between marketing and corporate strategy, enabling technology vendors to align product positioning with evolving customer needs.
• AI is transforming commerce platforms into intelligent operating systems, integrating customer data, automation, analytics, and predictive decision-making across retail ecosystems.
• Enterprise brands continue investing in connected commerce infrastructure to improve operational efficiency, customer engagement, and long-term growth.

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Premium kitchen appliance manufacturer Vitamix has named independent retail media agency Nectar as its Amazon agency of record following a competitive request-for-proposal (RFP) process. The multi-year partnership will consolidate Amazon marketplace operations, retail media, creative production, analytics, and AI-powered commerce intelligence under a unified operating model, reflecting the growing importance of integrated commerce platforms in enterprise digital retail.

As Amazon continues to evolve into one of the world's largest digital advertising and commerce ecosystems, brands are increasingly seeking agency partners capable of connecting retail operations, media investment, creative optimization, and advanced analytics into a single performance strategy. Vitamix's decision to appoint Nectar as its Amazon agency of record illustrates this broader shift toward integrated commerce marketing built around data intelligence and AI.

The new multi-year engagement covers both the United States and Canada, with Nectar assuming responsibility for Amazon Vendor Central management, retail media activation, Amazon Marketing Cloud (AMC) measurement, creative production, and performance analytics.

Rather than operating these functions independently, the agency plans to unify them through its proprietary iDerive commerce intelligence platform, which incorporates AI capabilities and Model Context Protocol (MCP) connectivity designed to support enterprise AI workflows.

The appointment highlights how enterprise consumer brands are moving beyond traditional marketplace management toward data-driven commerce ecosystems capable of improving profitability alongside advertising performance.

Amazon Commerce Has Become More Complex

Selling on Amazon today involves far more than optimizing product listings or increasing advertising budgets.

Brands must simultaneously manage inventory availability, pricing strategies, retail media campaigns, creative assets, customer insights, attribution measurement, and profitability across increasingly sophisticated advertising formats.

This complexity has accelerated demand for agencies that combine marketplace expertise with AI-powered analytics and full-funnel measurement.

Instead of evaluating campaigns solely through metrics such as return on ad spend (ROAS), enterprise organizations are increasingly prioritizing incrementality, customer lifetime value, contribution margin, and long-term profitability.

These priorities have become especially important as retail media networks continue expanding and competition within Amazon's marketplace intensifies.

AI and Commerce Intelligence Shape Modern Retail Media

A key component of Nectar's offering is its iDerive commerce intelligence platform.

According to the company, the platform enables brands to analyze performance at the individual product (ASIN) level while incorporating AI-enabled insights and advanced measurement capabilities through Amazon Marketing Cloud.

AMC has become an increasingly valuable resource for enterprise advertisers because it provides privacy-safe access to first-party advertising and purchasing data, enabling brands to better understand customer journeys and campaign effectiveness across Amazon's ecosystem.

By combining AMC analytics with AI-assisted decision support, agencies can optimize media investments based on incremental sales impact rather than relying exclusively on last-click attribution models.

This reflects a wider transformation across enterprise marketing, where AI increasingly supports campaign planning, forecasting, audience analysis, and budget optimization.

Why Integrated Commerce Models Are Gaining Momentum

Historically, brands often worked with separate agencies for marketplace operations, creative production, advertising management, and analytics.

That fragmented structure can create disconnected reporting, slower optimization cycles, and inconsistent customer experiences.

Integrated commerce models seek to eliminate those silos by bringing strategy, media, creative, analytics, and retail operations together within a unified workflow.

For premium brands like Vitamix, maintaining brand equity while improving marketplace performance is particularly important.

Balancing profitability with advertising investment requires visibility across every stage of the commerce funnel—from product discovery and sponsored advertising to conversion, repeat purchases, and operational efficiency.

Unified commerce intelligence platforms can help marketing teams evaluate not only campaign performance but also inventory health, pricing competitiveness, and customer acquisition quality.

Retail Media Continues to Attract Enterprise Investment

The partnership also reflects continued momentum within the retail media sector.

Retail media has become one of the fastest-growing segments of digital advertising as brands allocate increasing portions of marketing budgets to retailer-owned advertising platforms.

Major ecosystems including Amazon, Google, Microsoft, and Adobe continue expanding AI capabilities that help marketers automate bidding strategies, improve audience targeting, generate creative assets, and measure business outcomes more effectively.

Within Amazon's ecosystem specifically, AI is increasingly influencing campaign optimization, keyword strategy, audience segmentation, and predictive performance analysis.

As enterprise organizations seek greater accountability from marketing investments, AI-powered measurement platforms capable of connecting advertising spend to business profitability are becoming increasingly valuable.

Commerce Intelligence Is Becoming a Competitive Differentiator

Beyond campaign execution, enterprise brands are placing greater emphasis on commerce intelligence that supports long-term strategic decision-making.

According to Gartner, AI-powered marketing analytics and retail media technologies are becoming central components of modern digital commerce strategies. McKinsey & Company has similarly found that organizations adopting AI across marketing and commercial operations are improving productivity, personalization, and revenue performance.

Against this backdrop, Vitamix's appointment of Nectar underscores how agency relationships are evolving beyond media buying toward strategic partnerships centered on AI, advanced measurement, and integrated commerce operations.

As retail media continues to mature, enterprise brands are expected to prioritize platforms capable of connecting operational data, advertising performance, customer insights, and profitability into a unified decision-making framework.

Market Landscape

Retail media has emerged as one of the fastest-growing areas of enterprise marketing, driven by increased investment in first-party data, AI-powered advertising, and advanced commerce analytics. Research from Gartner indicates organizations are expanding AI investments across marketing measurement and campaign optimization, while McKinsey & Company reports that AI-enabled commercial functions are generating measurable gains in productivity and business performance. As Amazon and other retail media networks continue evolving, integrated commerce intelligence platforms are becoming a strategic requirement for enterprise consumer brands.

Top Insights

• Vitamix selected Nectar as its Amazon agency of record, consolidating retail media, Vendor Central operations, creative services, and analytics into a unified commerce strategy.
• The partnership highlights growing enterprise demand for AI-powered commerce intelligence, using Amazon Marketing Cloud and advanced analytics to measure incremental business outcomes.
• Retail media strategies are shifting beyond ROAS, with brands increasingly evaluating profitability, contribution margin, and long-term customer value.
• Integrated commerce operating models are replacing fragmented agency structures, improving coordination between media, creative production, analytics, and marketplace operations.
• AI continues reshaping enterprise commerce marketing, helping brands optimize advertising investments, customer insights, and marketplace performance at scale.

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