Google has quietly published a new help page explaining how its Universal Commerce Protocol works, giving merchants a clearer look at how checkout flows now operate across Google surfaces. The new documentation breaks down how UCP and its UCP-powered checkout enable a native Buy button that keeps the entire transaction on Google properties. The merchant …
Marketing leaders have invested heavily in AI training and related use-case exploration, yet still struggle to demonstrate a material impact. Productivity gains from AI remain uneven. Marketing leaders don’t lack vision for an AI future, but they don’t demonstrate a methodical approach to realizing it. Training has expanded and experimentation continues, but those efforts alone …
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There was a time when content marketing followed a predictable formula: pick a keyword, write 2,000 words around it, sprinkle in some headers and wait for Google to notice. It worked. Pages that said very little but said it at great length climbed the rankings and stayed there. That era is ending, and most content …
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In MarTech’s “MarTechBot explains it all” feature, we pose a marketing question to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Question: How might adopting an open semantic data standard like OSI change martech vendor selection and integration RFP processes? MarTechBot’s answer: The adoption …
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If you’ve led marketing long enough, you’ve lived this moment. You’re in a quarterly review meeting. Revenue’s under pressure, the pipeline isn’t where leadership expected it to be and everyone’s looking for answers. You open the deck and walk through the slides — multi-touch attribution, channel performance, funnel conversion, dashboards glowing with influence. You explain …
We’ve all felt it — that initial buzz around AI. For a while, every marketing conversation started with “Did you see what ChatGPT can do?” Now the novelty has faded and it’s time for something much less flashy but far more critical: making AI actually work for our businesses. Here’s where things stand. The tools …
Here’s a question every marketing leader should be asking right now: How healthy are your customer relationships? Not your campaigns, not your channels but the actual relationships. It’s a harder question than it sounds. Most organizations have spent the last two decades building around channels. Email had a team. Social had a team. In-store, ecommerce, …
For marketing teams, AI is acceleration. For many customers, it’s a ride to someone else’s destination. Braze’s “Global Customer Engagement Review 2026” paints a picture that should make marketing leaders pause. On the one hand, adoption within marketing teams is nearly universal. On the other hand, consumers remain skeptical about how — and why — …
One of the biggest priorities for marketing teams is managing the transition from conventional search to customers and prospects using AI for research. Although SEO remains essential, it’s critical that your brand appears in AI search summaries and chatbot answers. Marketers are being bombarded with advice and recommendations on how to run generative engine optimization …
AI agents are spreading quickly across organizations. They’re replacing specific components, layering on top of existing systems and introducing something fundamentally new: probabilistic decision-making inside deterministic architectures. The question isn’t whether to use agents. It’s whether you’re deliberately architecting how they operate within your business. Without clear boundaries, complexity scales faster than value. Here’s a …
Read more “How to architect AI agents in your martech stack”