January kicked off the year for marketers with significant events like CES and the NRF Annual Show, focusing heavily on innovations in AI, especially agentic AI. At CES, Google unveiled several AI shopping tools, including the Universal Commerce Protocol (UCP), which streamlines e-commerce tasks and introduces a virtual sales associate for brands. Microsoft showcased its Copilot Checkout, enabling seamless purchases through its AI assistant, alongside templates for personalized shopping agents.
In advertising tech, Pubmatic revealed AgenticOS, an automated programmatic buying platform. Disney and NBCUniversal also highlighted AI tools for optimizing campaigns and contextual ad matching. Agencies like Omnicom and WPP showcased their respective AI capabilities, aimed at enhancing media investment and creative optimization. As AI continues to shape marketing strategies, brands that effectively integrate these technologies across their value chain are likely to thrive. For more insights on brand strategy, social media, and ad tech, subscribe to Marketing Brew’s updates.
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