Traditionally, in the world of business, the separation between “data intelligence” and “automated action” is often viewed as a huge impediment to the efficient running of organizations. Many companies have found themselves investing heavily in the analysis of their data using advanced tools, but have failed miserably when it comes to the automation of their tasks. However, UiPath, an industry leader in agentic business orchestration, partnered with Databricks, the Data and AI company, and pledged to introduce a new age of “intelligent business operations.”

Bridging the Gap Between AI Reasoning and Process Orchestration

UiPath was officially confirmed as a technology partner of Databricks by way of introducing customized integrations allowing the seamless connection between the two systems. The connection between UiPath’s process orchestration platform and Databricks’ data and AI intelligence allows for easy transition from data insights to automation without any need for brittle integrations.

The collaboration encompasses three key pillars:

Access to Real-Time Verified Data: UIPath’s AI agents have been enabled to access the trusted and real-time data from the data environment provided by Databricks, covering both structured and unstructured data like logs, databases, and documents. It ensures that automated business processes can be built on top of reliable data.

AI Orchestration Using UIPath Maestro: This orchestration platform serves as the control plane and enables orchestration of AI agents, bots, systems, and people throughout a complicated workflow process. It helps an organization leverage AI capabilities offered by Databricks by activating certain activities on its own basis through data insights.

Strict Governance: The collaboration comes with stringent controls over automated business operations and processes for compliance with various laws and regulations.

Also Read: The Global Bridge: Unlimitail and Skai Unlock Europe’s High-Intent Commerce Data

Impact on Marketing Automation

While this partnership affects many aspects of the organization, its impact on Marketing Automation could be quite profound. Marketing depends on rich data from various sources: customer sentiments and behavior, for instance, as well as cross-sell opportunities or churn patterns. Until now, the process from insights to action would take too long due to cumbersome processes and manual data export.

1. “Rule-Based” to “Agentic” Marketing Marketing automation has always relied on predetermined rules: If X, then Y. The new collaboration between UiPath and Databricks makes marketing “reasoning-based.” An AI solution residing in the former can recognize a pattern or cross-sell opportunity in real time. Right away, the latter can run a set of predefined actions autonomously: Update the CRM database, create a customized message, use an e-mail platform, and notify an account manager.

2. Mass Customization by Accessing Rich Data Sources Using access to both structured and unstructured data—like customer support logs or social sentiment-a marketer can add depth to automated campaigns. Instead of segmenting customers based on pre-existing criteria and rules, marketers will be able to leverage the power of deep insights about their audience in real time.

3. Applying AI in Marketing Operations Most AI in marketing efforts fail due to their inability to graduate from the “experiment” stage. This integration makes it possible for firms to apply their AI-based marketing campaigns in an operational manner. With UiPath Maestro overseeing these processes, marketers are able to keep track of how AI agents interact with consumer information.

Wider Implications in the Industry

Outside of marketing, the alliance brings revolutionary shifts in the approach towards operational efficiency:

Lessening of Technical Debt: There is no longer any need to create specific “bridges” to connect a data lake to automation software. The validated platform lets IT professionals focus on solving business issues instead of integration challenges.

Better Compliance and Auditing: In sectors such as finance or health care, being able to trace the path of the decision making process that was performed using an AI agent becomes crucial. Built-in governance creates an unprecedented standard in responsible AI implementation.

Business Results: By combining live data with business processes, companies will be able to measure the true business results of their AI efforts.

Conclusion

UiPath’s strategic partnership with Databricks is an important point of maturation in the corporate software world. By integrating Databricks’ huge amount of data intelligence with UiPath’s intelligent orchestration ability, the partnership solves what has been the “last mile” challenge that has long troubled digitization initiatives – i.e., acting on data in a fast and efficient enough way.

In the case of the marketing automation space, such integration would offer the technology framework needed to shift away from rigid, rules-based marketing to an agentic customer journey experience. In moving forward with AI integration in companies, it is not likely that those with better models will win, but rather those who can integrate these models well with their day-to-day business processes.

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PayPal announced the launch of PayPal Ads ID, a revolutionary advertising identifier designed to solve the digital advertising industry’s long-standing identity crisis. By grounding audience identification in verified commerce relationships, PayPal is moving the industry away from the unstable world of third-party cookies and fragmented device IDs toward a more deterministic future.

Ending the Guesswork in Digital Advertising

For many years now, it has been difficult for marketers to connect with their target audience. According to recent data from the marketing industry, 21% of the brands and agencies have confidence in themselves to accurately pinpoint and connect with their desired consumers through digital marketing. The current approaches that are being used in order to connect with consumers, such as cookies, device IDs, and IP addresses, have inherent problems.

PayPal Ads ID solves this by utilizing aggregated, consented signals derived directly from the PayPal ecosystem. Because these signals are linked to the accounts consumers use to spend money on PayPal and Venmo, the identity layer is deterministic rather than probabilistic, remaining consistent across browsers, devices, and sessions.

“Identity is the foundation everything else in advertising is built on. For too long, that foundation has been guesswork,” said Mark Grether, SVP & GM, PayPal Ads. “PayPal Ads ID changes that. When your identity layer is built on verified commerce relationships, you’re no longer estimating who someone is, you’re reaching them with confidence. That is the PayPal Transaction Graph at work.”

Also Read: SAP and S3NS Drive Sovereign Cloud Momentum in France; Thales Joins as Landmark Strategic Customer

Driving Performance Through Commerce-Grade Identity

Through its ability to leverage the PayPal Transaction Graph, which combines insights from more than 25 billion transactions from 400 million+ active PayPal and Venmo users, PayPal Ads ID provides advertisers with three main benefits:

Improved Reach and Match Rates: In contrast with other methods that tend to become ineffective at the time of activation, PayPal Ads ID delivers consistent performance, allowing advertisers to enhance their match rates and ROAS.

Identity Across Devices: By identifying users based on the movements of money and not the ephemeral browser-based identifiers, PayPal Ads ID helps advertisers avoid duplicate exposure while ensuring that the brand can identify users throughout the entire online experience.

Closed Loop Measurement: Since both the identity and transaction layers are now aligned in a single ecosystem, advertisers can track how their ad spend is affecting the actual purchasing behavior of their audiences.

Privacy-First Architecture

User privacy continues to be one of the key aspects of the PayPal Ads ID architecture. Individual users’ information is secured through encryption and aggregation processes. PayPal will not disclose any personally identifiable information, such as merchant names or detailed information about transactions. Consumers have explicit options available for managing the use of their information, thus allowing advertisers to get the advantages of commerce-grade signals with robust data governance in place.

Launching Partner Program

PayPal Ads ID is initially being released in collaboration with several pioneering technology partners, which include Magnite, PubMatic, Rokt, and Taboola. Integration of these solutions will include the open web, connected TV (CTV), native, and commerce channels. Thus, advertisers will be able to leverage a more reliable and consistent signal in the current media environment.

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ASAPP, the Customer Experience Platform (CXP) powering AI-driven customer service for the agentic enterprise, announced the launch of a system of purpose-built AI agents designed to run customer service end to end. This expansion significantly advances CXP’s capabilities, with natively integrated agents that simplify agent building, enable continuous self-learning, and surface actionable insights-delivering a complete agentic platform.

“The goal was never to build just a conversational agent. It was about delivering reliable AI-powered customer service at scale, end to end, in production,” said Priya Vijayarajendran, CEO of ASAPP. “What we’ve built is a true agentic platform-bringing multiple purpose-built agents together to handle every turn of complex, real enterprise customer service interactions.”

As AI agents take on a greater share of customer interactions, enterprises face a new operational challenge: not just deploying AI, but running it consistently in production. Organizations struggle to coordinate AI, workflows, and human judgment, ensure reliable policy execution, and maintain meaningful visibility into performance and outcomes. ASAPP‘s CXP, powered by a system of agents, is purpose-built to close that gap.

Also Read: Mocean Names Laura Likos Brand as President

“An AI agent proves its value not in a single brilliant response, but in its consistency across interactions – remaining accurate, safe, responsive, and protective of privacy at every turn,” added Vijayarajendran.

CXP consists of five agents, each addressing a distinct layer of the customer service:

• Discovery Agent: Understands the intent behind every interaction and how it is resolved, continuously identifying and enabling high-value automation opportunities.
• Developer Agent: A natural language, LLM-powered developer agent that builds high-quality generative agents from simple instructions.
• Simulation Agent: Stress-tests GenerativeAgent behavior against real-world scenarios and edge cases before deployment, ensuring production-ready resilience without the need for human fallback.
• Insights Agent: Mines CXP’s context graph—unifying interactions, context, decisions, and knowledge—to surface operational gaps, uncover customer needs, and enable proactive service optimization.
• Optimization Agent: Continuously improves performance across state-driven workflows by identifying inefficiencies to ensure consistent, reliable outcomes at scale. Patent pending.

Together, these agents support autonomous resolution while maintaining the governance and accountability that enterprise operations require. ASAPP deployments have demonstrated faster AI deployment timelines, higher task completion consistency, improved first contact resolution, and reduced operational errors, which enable customer service organizations to shift from managing individual interactions to running an AI-driven CX at scale.

SOURCE: GlobeNewswire

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Optable, the Agentic Audience Platform, announced a partnership with Goodway Group to bring agentic advertising capabilities to the connected commerce ecosystem. Agencies now face signal loss, fragmented audiences, and complex operations. These challenges force them to rethink how they plan and execute campaigns.

Through this partnership, Optable is now a key partner powering Goodway Group’s audience solution. The agency can now connect transaction-based identifiers directly into its media ecosystem and deliver more efficient, data-driven campaigns for its advertising partners. Goodway Group is defining a new operating model for connected commerce, where data, media, and activation are unified into a single, outcome-driven system.

As third-party signals degrade and consumer journeys become more distributed across channels. Agencies are under increasing pressure to unify data, accelerate execution, and prove results. Yet most teams still rely on fragmented workflows, stitching together insights & activation across multiple platforms causing inefficiency and manual work.

Optable and Goodway Group are addressing this shift by embedding agentic AI directly into audience planning and activation. The goal is to help Goodway Group derive high quality insights for their advertisers and put more media dollars to work through agentic activation workflows directly with publishers.

Also Read: TransUnion Profile Helps to Small Businesses Connect

With Optable’s Agentic Audience Platform, Goodway Group can unify identity, activation, and data collaboration workflows into a single system, replacing fragmented, manual processes with agent-driven execution that moves from insight to action in real time.In this model, Goodway Group is not just activating media, but orchestrating the entire commerce lifecycle from signal to outcome across partners, platforms, and channels.

‍“Agencies today are being asked to operate at a level of speed and accountability that their underlying systems were never designed to support,” said Andrew Dumas, Chief Business Officer at Optable. “By bringing agentic workflows into Goodway Group’s audience platform, we are enabling their teams to connect data, intelligence, and activation seamlessly, driving better performance while maintaining control and transparency.”

The platform is already in use by more than 70 Goodway Group team members, helping streamline campaign execution and improve the quality of audience intelligence and optimization. By connecting conversion data directly into planning and activation workflows, the partnership enables more precise targeting, faster decision making, and stronger performance in an increasingly complex media environment.This direct connection between commerce data and activation enables closed-loop measurement and more accountable media tied to real business outcomes.This positions Goodway Group at the center of the connected commerce ecosystem, where it can control how data is translated into activation and measurable growth.

For Goodway Group, the partnership reflects a broader shift toward more integrated, data-driven approaches to connected commerce.

‍“Connected commerce requires a more unified approach to data and activation across disparate ecosystems,” said Mike Wolk, SVP of Growth and Partnerships at Goodway Group. “Optable gives us the ability to execute with greater speed and precision, helping us deliver enhanced & agile solutions for our clients as the ecosystem continues to evolve.”

In addition to the use of Optable’s own agentic tooling, Goodway also plans to utilize Optable to deploy their own AI agents as well as best-of-breed agents from third party partners. Their own agents will utilize Optable’s flexible platform and interoperate with Goodway’s custom planning tools to help them better optimize campaigns. Goodway Group also plans to leverage other buyer agents from partner companies directly within the Optable platform to maximize their insights across partners.

SOURCE: Optable 

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In today’s fast-evolving world of retail media, aligning global marketing budgets with the grocery shelves at a local level has always been considered as the ultimate goal, or as the “holy grail.” On April 14, 2026, Unlimitail, the retail media venture by Publicis Groupe and Carrefour, made an announcement of a major collaboration with Skai.

This partnership makes available the high-intent commerce audiences of leading European retailers, such as Carrefour and Plus NL, to world advertisers via Skai’s platform. It greatly advances retail media becoming “buyable” on a large scale, connecting the highly refined ad-tech solutions and the vast reservoirs of first-party grocery data.

The News: Democratizing Retail Media Access

Through this collaboration, advertisers can now handle retail media campaigns for Carrefour (across France Spain Italy, Belgium Romania Poland, and Brazil) and Plus NL (Netherlands) effortlessly right from the Skai platform. Featuring the fusion between Unlimitail’s “off-site” and “on-site” product assortment and Skai’s state-of-the-art AI-optimization tools, the agreement addresses one of the main issues for global brands: fragmentation. Earlier, advertisers had to deal with several separate systems when targeting European consumers. Now, they can use high-intent data – what people are actually buying in store and online – to run programmatic campaigns just as easily as placing ads on search or social media.

Impact on the Programmatic Advertising Industry

For the Programmatic Advertising sector, this news marks a transition from “experimental” retail media to “standardized” performance marketing.

1. The Rise of “Commerce-Infused” Programmatic: Traditional programmatic advertising has often relied on inferred interests (what someone reads) or demographics. This partnership pushes the industry toward deterministic data—targeting based on actual purchase history. In a post-cookie world, this makes retail media the most valuable currency in the programmatic ecosystem.
2. Standardization of Measurement: One of the biggest hurdles in programmatic has been “closed-loop” measurement (proving an ad led to a sale). By linking Skai’s platform directly to Unlimitail’s retail data, advertisers can now see the direct correlation between a programmatic display ad and a carton of milk sold at a Carrefour in Lyon.
3. Inventory Expansion: This deal significantly increases the supply of high-quality, brand-safe “off-site” inventory. Programmatic platforms can now bid on premium placements across the open web using Carrefour’s first-party segments, increasing the overall “IQ” of the programmatic bid stream.

Also Read: Particular Audience just smashed open the blackbox of AI Search

Effects on Businesses Operating in This Industry

Businesses within the ad-tech, agency, and brand-side marketing sectors must adapt to this new era of “High-Intent” advertising:

• Ad-Tech Providers: Platforms that do not offer direct integrations with retail media networks (RMNs) like Unlimitail will likely see a flight of capital toward platforms like Skai. The “connective tissue” between retailers and programmatic buyers is now the most profitable area of the tech stack.
• Media Agencies: Agencies must shift their talent pool. The silos between “Shopper Marketing” and “Programmatic Trading” are collapsing. Teams now need to understand how to optimize grocery-list data within a real-time bidding (RTB) environment.
• Global Brands (CPGs): For businesses like Unilever or Nestlé, this news provides a unified “cockpit” to manage global spend. They can now run a single campaign that targets “coffee lovers” across multiple European countries, utilizing local retailer data but managed through a central global programmatic strategy.
• Small and Mid-Sized Retailers: This partnership sets a high bar. Smaller retailers operating in the programmatic space will feel the pressure to join larger alliances (like Unlimitail) to ensure their data is accessible to the global platforms where the big budgets live.

Conclusion

The Unlimitail and Skai partnership is a clear signal that the future of Programmatic Advertising is inextricably linked to retail data. By opening up Carrefour’s and Plus NL’s audiences to the global market, Unlimitail is not just selling ads; they are creating a new blueprint for how the world’s largest brands interact with consumers. For businesses in this industry, the message is simple: data is the fuel, but programmatic orchestration is the engine that will drive the next decade of growth.

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As part of its plan to make advertising more data-driven, InMarket has launched a collaboration with Yahoo DSP to provide a real-time optimization system based on visits that will help brands assess and respond to their campaign performance. With the new partnership, advertisers who utilize Yahoo DSP throughout the United States and Canada will be able to leverage the power of InMarket’s sophisticated measurement solutions, giving them more information about how their investments in different media contribute to the achievement of their goals, including visits to stores and other conversions. The key advantage of the solution is that it bridges the gap between digital impressions and real-life results through the utilization of geo-location intelligence and real-time analytics, thus providing marketers with the opportunity to optimize their campaigns dynamically as they are executing them. It should be mentioned that there is a growing trend of performance-driven advertising, according to which brands strive to obtain measurable business outcomes rather than impressions or clicks.

Also Read: iSpot Unveils SAGE, an Agentic AI Platform Built on Trusted Video Advertising Data

This collaboration is in line with a larger shift in the industry toward respecting individual’s privacy and using data with their consent. For example, Yahoo DSP alongside with other platforms, are still developing AI-based optimization tools that will improve performance of campaigns without loss of user trust. Moreover, through sharing this partnership, the real time decision making feature of modern marketing are coming more and more at the forefront. Ability to change the campaigns using real time data of their performance can bring ad spend return improvement to a substantial level. In sum, through the joint effort of InMarket and Yahoo DSP, it is anticipated that more knowledge that is both effective and actionable will be given to brands and agencies thus in a large scale, they will be able to link online engagement with offline results and at the same time, the will be more capable of driving significant and quantifiable business outcomes in the highly competitive advertising world.

Read More: InMarket Announces Partnership for Real-Time, Visit-Based Optimization Solution with Yahoo DSP

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In a move that significantly strengthens France’s digital sovereignty, SAP and S3NS (the joint venture between Thales and Google Cloud) have announced a strategic collaboration to accelerate the migration of critical enterprise workloads to a trusted cloud environment. Confirming the partnership’s immediate impact, Thales has been named the first major organization to adopt SAP’s private cloud solutions hosted on the S3NS platform.

This collaboration addresses the growing demand among French public and private sector entities for cloud-native agility that remains compliant with stringent local data protection regulations and the “SecNumCloud” label requirements.

Securing the Digital Core of French Enterprise

The partnership allows organizations to deploy SAP S/4HANA Cloud, private edition, within the S3NS infrastructure. By combining SAP’s industry-leading ERP capabilities with the sovereign security layer provided by S3NS, businesses can undergo digital transformations while ensuring their data remains under French and European jurisdiction.

“Expanding our partnership with S3NS is a major step in our commitment to provide our French customers with cloud solutions that meet the highest standards of security and sovereignty,” said Gerald Karsenti, President of SAP France. “The choice of Thales to trust SAP and S3NS for its digital transformation is a strong signal for the entire French ecosystem.”

Also Read: Fastly Launches New Era of Edge Observability

Thales: Leading the Sovereign Transition

As the inaugural customer, Thales will utilize the SAP and S3NS offering to modernize its internal operations. This transition is designed to provide Thales with a flexible, scalable infrastructure that meets the security demands of the aerospace, defense, and digital identity sectors.

“Digital sovereignty is at the heart of Thales’s strategy, both for our customers and for our own infrastructure,” said Philippe Keryer, Executive Vice-President, Strategy and Technology, Thales. “By choosing the SAP solution on the S3NS sovereign cloud, we are securing our digital transformation with a high-performance environment that meets the most demanding security standards in France.”

A Blueprint for Trusted Digital Transformation

The S3NS platform is engineered to bridge the gap between the innovation of global cloud providers and the security requirements of the French state. By hosting SAP’s critical business applications, S3NS provides a “Local Cloud” alternative that protects against extraterritorial laws while offering the full technical benefits of Google Cloud technology.

“Our mission at S3NS is to offer French companies and public institutions the best of cloud technology with the highest level of security and sovereignty,” said Cyprien de Jussieu, CEO of S3NS. “The availability of SAP S/4HANA Cloud on our infrastructure is a key milestone, and we are proud to support a global leader like Thales in its move to a trusted cloud.”

As European regulations regarding data residency continue to evolve, the SAP and S3NS alliance provides a scalable roadmap for French enterprises to modernize without compromising on compliance or control.

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Mocean, a culture-first creative agency where entertainment and brand meet, announced the launch of its new See Change operating model, unifying the agency and studio across five core practices to deliver creative work for entertainment and brand clients.

To lead the new brand expansion, Mocean has appointed former head of 72andSunny LA, Laura Likos, as President of Brand. The agency also named Emmy & Webby-winning and D&AD Creative-ranked Ryan Bucci as Chief Creative Officer of Brand.

Mocean’s new operating model is grounded in a simple observation: audiences don’t separate entertainment from advertising. They distinguish between interesting and boring.

“Advertising agencies understand brands. Entertainment agencies understand how to move audiences. Mocean understands both,” said CEO Michael McIntyre, who built the agency from a 15-person boutique design shop in 2000 to a 150-person full-service operation. “That’s the difference between work people see and work people care about.”

Also Read: Multiply Secures $9.5M to Power Self-Learning Ads

With Likos as lead executive at 72andSunny LA, the agency returned to AdAge A-List status, achieved Little Black Book’s number one North American ranking, and partnered with clients including Amazon, Zillow, NFL, United Airlines, and L’Oréal.

“The best brand work has been borrowing from entertainment for years: the storytelling, the audience-first thinking, the craft,” Likos said. “Mocean doesn’t borrow from that system. It operates inside it. That changes the kind of work we can do.”

See Change: A New Operating Model Built to Navigate Culture

Mocean now operates as a unified agency and studio, integrating five core practices: Strategy & Creative, Social & Community, Content Studio, Design Studio, and Post Studio (including Theatrical & Streaming AV and MoceanFinish). Ideas move from insight to production within a single system, allowing for speed, efficiency, and more unified work.

The agency’s operating platform, See Change, defines how Mocean works: translating emerging behaviors, conversations, and platforms into creative systems that drive both audience engagement and business outcomes.

“Greg Harrison [Mocean’s Chief Creative & Marketing Officer] and I came at this from opposite directions; He built his career in entertainment, I built mine in brand,” said Bucci. “See Change is what happens when you merge the two.”

“The audience doesn’t care which side of the business made it,” Harrison added. “They care if it’s worth their time. Our new model is designed to make sure it always is.”

Mocean aims to expand on their portfolio of prior brand work for Samsung, UFC, NBA, PlayStation, Cicis Pizza, Ulta Beauty, and Disney World x Chevy, as well as current engagements with DC Studios, Waymo, The Cheesecake Factory, and North Italia restaurants.

For North Italia, Mocean’s SXSW activation resulted in an eye-popping 913+ million impressions across socials and over 100 branded Italian food tattoos that adoring fans received at the block party. For the Cheesecake Factory, Mocean turned the brand’s owned and operated channels into an entertainment program, leading to a 60% audience growth and a 115% spike in engagement across the brand’s socials.

“Mocean has done a terrific job understanding what sets us apart as the leader in experiential dining,” said Donald Evans, Chief Marketing Officer of The Cheesecake Factory and North Italia. “They figured out how to make a 250-item menu, more than 30 legendary cheesecakes, and our iconic ‘brown bread’ part of the cultural conversation. They are masterful at helping us tell our brand story.”

“We’ve spent 25 years becoming experts at the hardest version of the attention game there is,” McIntyre said. “What a modern agency needs to be in 2026 looks exactly like what we’ve been building.”

Source: Businesswire

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