Publications
Deep analysis on marketing technology, infrastructure transformation, and enterprise strategy in the agent era.
Publications
The tussle between the bank's humans and the regulator's humans has run for a century. Both sides are getting agents.
Not a race. Neither side is ahead. The point is that the game itself is moving to machine speed. What breaks, what survives, and why the compliance function that wins isn't the one with better humans.
Infrastructure agility is no longer optional. It's how you survive geopolitical reality.
Enterprises are building infrastructure agility. But their MarTech vendors are locking them in anyway. The AWS Middle East outage proved it.
The cloud promised agility. It delivered scale. But something shifted in the last 18 months.
Enterprise architecture is bifurcating. Cloud isn't replacing on-prem systems, it's extending them. And for martech vendors, this is a fundamental challenge.
The buyers are different now. And martech vendors are still selling to the old personas.
Martech procurement has shifted from demand generation leaders to infrastructure engineers. This isn't a reorg. It's a fundamental change in how software gets evaluated.
ID resolution was the problem to solve. Now it's just table stakes.
The enterprise martech stack is moving past audience matching into something far more complex: real-time decisioning. And the systems that built it are starting to show their limits.
The audience isn't human anymore. It's algorithmic. And that changes everything.
AI agents are becoming decision-makers in the customer journey. This fundamentally changes how marketers think about segmentation, personalization, and campaign strategy.
