B2C marketing
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What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Marketing artificial intelligence (AI)
The latest AI-powered martech news and releases
Nuclear energy startup Oklo has no revenue and no reactors. What it does have is a $26 billion market cap—thanks, it seems, to the Sam Altman effect.
60% of shoppers expect to use AI agents in the next 12 months
Agentic AI is poised to rewrite the rules of retail. Consumers are ready. What about retailers?
How to unify customer data using tools you already have
Even without a CDP, marketers can start delivering personalized experiences by using existing CRM and BI tools to unify customer data.
Marketing artificial intelligence (AI)
OpenAI expands ChatGPT into an app platform — and a new channel for marketers
Making ChatGPT into an app platform creates a new, high-intent channel where marketers can reach 800 million users directly in conversation.
Invalid traffic detection gets smarter with HUMAN’s Page Intelligence
The latest addition to the company's ad protection suite gives brands new control over fraud and performance data.
U.S. online holiday shopping expected to hit a record $253 billion
Adobe predicts mobile, AI-powered shopping and social media to drive the season’s biggest shifts in consumer behavior.
IAB cuts ad forecast as tariffs take a bite out of spending
Ad spend growth is expected to drop from an earlier prediction of 7.3% to 5.7% as 91% of ad buyers say tariffs are driving budget decisions.
Zeta Global acquires enterprise software business from Marigold
Marigold is holding on to its SMB tools like Campaign Monitor and Emma, but its relationship marketing apps are on the move.
Why genAI search is as bad for shoppers as it is for marketers
GenAI search engines promise the “best” information, but deliver shallow, incomplete answers that frustrate buyers and shortchange sellers.
Marketing artificial intelligence (AI)
OpenAI is staffing up to turn ChatGPT into an ad platform
OpenAI’s latest hire hints at a future where advertisers can run campaigns directly in ChatGPT, reaching 700 million weekly active users.
Klaviyo introduces marketing agent to automate campaigns
The company believes its marketing and customer service agents are key steps toward its goal of creating the first autonomous B2C CRM.
Your holiday marketing playbook must put sincerity before sales
Not every holiday is a sales opportunity—knowing when to celebrate and when to stay silent can make or break customer connections.
iOS 26: Apple’s SMS update could hurt engagement
Apple’s iOS 26 will push most brand SMS into an “Unknown Sender” filter, making quick personalization the only way to avoid being invisible.
Why chasing shiny CDP features leaves marketers feeling like imposters
Marketers often feel left behind in the CDP race, but the real success lies in mastering the fundamentals that keep data reliable and campaigns durable.
GrowthLoop wants to help retailers capture more retail media dollars
Retail media networks are booming, but legacy tech holds them back. GrowthLoop aims to power modern, AI-driven ad sales.
Time for a ‘Welcome Back’ program for returning customers?
A welcome-back email can turn churned customers into loyal ones by picking up where their last experience left off.
The martech refresh cycle is a myth
Vendors push unneeded upgrades, forcing marketing leaders into cycles of constant, costly replacements that solve nothing.
Marketing artificial intelligence (AI)
Marketers turn to AI for speed, while consumers turn away in distrust
Marketers are leaning on AI to meet rising demands, but while productivity climbs, consumer trust is sinking — and that gap could be marketing’s biggest risk.
The 4 Ps of marketing, reimagined for the AI era
They shaped decades of marketing, but in the AI era, product, price, place and promotion no longer look anything like they used to.
Marketers must deliver value and trust to shoppers facing higher holiday prices
Expect a volatile shopping season, as higher prices and fewer discounts change buying habits. Marketers must act early and stay agile to win consumers.
Marketing artificial intelligence (AI)
Top ways to use Zapier MCP server and LLMs to boost marketing performance
Zapier’s MCP server connects LLMs to thousands of apps, making marketing automation smarter and more efficient.
GTM misreporting is a risk your company can’t afford to take
GTM spend isn’t harmless OpEx. Every dollar of CAC is debt, and misreporting it puts boards and executives at risk.
Email deliverability: What you need to know
Everything from bulk email requirements to deliverability practices. Updated with what's new about Google’s enhanced DMARC reports.
How to keep emails from getting lost in the holiday inbox surge
Too many channels. Not enough impact. Gen Z and Millennials are disengaging—here’s how to reclaim their attention before Black Friday hits.
One-third of consumers turn to AI when shopping
Consumers are embracing AI in shopping, yet 47% of brands lag behind. Want to stay relevant? It’s time to rethink your AI strategy.
Customer journey orchestration
Ready to level-up your mobile strategy? New consumer research and trends
In this webinar, Adobe shares what’s driving mobile app growth in 2025—and how real-time, personalized in-app experiences are converting users into loyal customers.
Klaviyo acquires Gatsby to improve social commerce insight
Social drives discovery, but data often gets lost. Klaviyo broke out the checkbook to help fill that gap.
Why the AI era could be the revenge of the English major
As AI takes over routine work, the valuable marketing skills may no longer be technical. Curiosity, adaptability and leadership will be career essentials.
Zero-party data in action: How top brands turn product discovery into conversions
Learn how leading brands use interactive experiences to capture buyer intent, drive conversions, and build loyalty.
The hidden power of persona-driven UAT in martech success
Persona-based UAT tests real user journeys, not just individual channels — helping martech teams deliver seamless, customer-first experiences.
Marketing artificial intelligence (AI)
Prompt engineering is dead. Long live context engineering!
Prompt engineering isn't a strategy. To unlock real impact from AI, go-to-market teams must stop scaling improvisation and start engineering context.
How tiered strategies and smart tech are reshaping influencer marketing success
Successful influencer marketing programs are powered by authentic creators, performance-based incentives and technology that tracks results.
How omni-conscious brands win in a buyer-first, fragmented world
When buyers shape the journey, brands must earn every interaction. Here’s how the smartest teams design for trust, not just reach.
Optimization and personalization
What marketers can learn from manufacturing’s shift to precision CX
AI is analyzing decades of manufacturers' customer data to create customer experiences precisely tailored to their different needs.
Retail media networks: What you need to know
RMNs are a great opportunity for marketers and ad publishers. However, both groups must first resolve significant technological issues.
Diversity and inclusion in marketing
Brands’ retreat from Pride costs them credibility
Consumers across the political spectrum lose faith in brands that flip-flop on political issues.
Google Ads rolls out AI Max search match type
Google Ads’ new AI Max match type gives visibility into automated search performance for clearer comparisons and more informed campaign decisions.
New IAB Framework aims to bring clarity to gaming ads
The framework standardizes game ad campaign metrics and outlines what metrics to expect and what additional data to request.
FTC says Omnicom deal is OK, as long as there’s no brand safety involved
The world's largest ad agency is forbidden from using 'political or ideological' viewpoints to determine where an ad should run.
How brands can turn compliance into a competitive advantage
Ethical marketing isn’t a limitation — it’s the secret to creating bold, memorable campaigns that customers trust.