Welcome to today’s Marketing Tech Insights roundup! In this edition, we’ll look at important updates, helpful articles, and tools to boost your marketing strategies. We’ll cover the latest trends and news in marketing technology, including AI in marketing, customer experience, marketing clouds, and automation. Whether you’re an experienced professional or new to the field, our insights are here to keep you informed and inspired. Let’s explore the exciting world of marketing technology together!
Here’s a roundup of recent highlights: How Companies Are Transforming Marketing
VideoAmp Appoints Tony Fagan as CEO To Lead Next Phase of AI-Driven Growth
VideoAmp, the tech-first measurement company, announced a CEO transition, with Peter Liguori stepping down as Chief Executive Officer effective January 5, 2026, and Tony Fagan, currently President, assuming the role of CEO beginning January 6, 2026. Liguori remains a member of the board and continues to support the company’s long-term vision.
The transition reflects VideoAmp’s increased focus on innovation, advanced audiences, and AI-driven outcomes measurement.
Liguori has been a member of the Board for more than five years and, prior to his role as CEO, served as VideoAmp’s Executive Chairman. During his tenure, he helped build meaningful momentum across the business, deepening relationships across the publisher and agency ecosystem, strengthening partner confidence, and reinforcing VideoAmp’s position as a trusted leader in advanced audiences and outcomes measurement during a period of significant industry change.
Zeta Global and OpenAI Team up To Deliver Answer-Driven Marketing With Athena by Zeta
At CES 2026, Zeta Global, the AI Marketing Cloud, announced a strategic collaboration with OpenAI to power the conversational intelligence and agentic applications behind Athena by Zeta™, its superintelligent agent built for enterprise marketing. OpenAI models will support Athena’s next phase of development, enabling more intuitive and intelligent experiences for enterprise marketers. Zeta also expanded beta access to Athena, meeting strong demand from enterprises seeking answer-driven marketing at scale.
First introduced at Zeta Live, Athena adapts to each user’s goals and working style, instantly transforming questions into actionable answers. Athena brings answer-driven intelligence directly into marketing workflows, so teams spend less time navigating data and more time acting on insights. announcement marks the next phase of Athena’s evolution, with its first two agentic applications, Insights and Advisor, entering beta.
Instacart Debuts Data Hub, a Clean Room Offering for Enhanced Media Performance
At CES 2026, Instacart unveiled Data Hub, its new clean room solution that gives consumer packaged goods (CPG) brands and their agency partners secure, privacy-safe access to Instacart’s rich first-party grocery data. Data Hub lets marketers join their own data with Instacart’s purchase signals to gain insights that can be used to inform strategy, plan off-platform audiences, and measure omnichannel performance.
“Retail media data is increasingly essential to enhance targeting, optimization, and measurement for omnichannel media activations,” said Ali Miller, GM of Advertising at Instacart. “Brands and agencies are eager for easier access to trusted, scaled sources of purchase data. We’ve designed the Instacart Data Hub to provide partners with a deeper understanding of shopping behavior and a practical way to apply those insights to their marketing strategies.”
Syspro and SugarCRM Launch Connected Sales to Shop Floor Solution
As manufacturers and distributors face increasing pressure to connect revenue growth with operational execution, Syspro and SugarCRM have announced a new go to market partnership designed to close long standing gaps between sales teams and the shop floor. The collaboration introduces a unified solution that connects customer facing sales activity directly with manufacturing and distribution operations, addressing a critical need in today’s industrial MarTech landscape.
Syspro, a provider of purpose built ERP software for manufacturing and distribution, and SugarCRM, the intelligence driven sales automation platform, are bringing their technologies together under a new offering called Sugar for Syspro. The solution combines ERP and CRM capabilities to help businesses manage complex product catalogs, long buying cycles, and deeply embedded customer relationships with greater precision and visibility.
Talkdesk Launches AI Commerce Orchestration and Consumer Goods Cloud
As retailers and consumer brands search for ways to turn customer conversations into measurable revenue, Talkdesk has introduced new capabilities designed to operationalize AI across the entire commerce journey. Ahead of NRF 2026, Talkdesk announced the launch of Customer Experience Automation powered Commerce Orchestration and revealed a new Talkdesk Consumer Goods Experience Cloud, expanding its portfolio of industry specific customer experience platforms.
The announcement highlights how Talkdesk is moving beyond isolated AI features toward orchestrated, end to end conversational commerce. With digital and physical shopping journeys increasingly intertwined, brands are under pressure to deliver consistent, personalized engagement from discovery through post purchase support. Talkdesk Commerce Orchestration is built to address that challenge by coordinating c across systems, channels, and workflows to guide shoppers and partners through complete commerce interactions.
In conclusion, the MarTech landscape continues to evolve rapidly, with companies embracing innovative technologies to enhance their marketing strategies and deliver exceptional customer experiences. We’ll keep you updated on the latest developments, so you can leverage these insights to drive your own success in this dynamic field. Stay tuned for more exciting news and trends in the world of marketing technology!
For media inquiries, you can write to our MarTech Newsroom at info@intentamplify.com
