How martech companies are changing with "Agentic Infrastructure" and "AI Decisioning for Marketers" acquisitions. There have been some new acquisitions lately that beefed up some martech platforms' own product portfolios and gear. And take the companies in different future directions. It seems to be a watershed and trend right now whether to continue to basically be a monolith (which Shopify, despite its ecosystem and ambition to be "infrastructure", aims for) or whether to flirt with opening up and becoming composable and going more headless all of a sudden (like Salesforce, which with the acquisition of Contentful will probably be happy to dip its toes in several different puddles in the future in a procurement context). 0 billion decisions are handled by Aampe weekly A.D: Was this really the right choice? The smartest thing to do in this situation? Open up MKSE.com expert panel video calls within 5 minutes with an MKSE LENS account today. Part of MKSE Patreon Premium, the highest level. Evaluations, support platform selection, database access and expert advice. A currently quite successful Braze took some steps in a new direction as an orchestrating player that can provide decision-making and orchestration in a future agentized environment through the acquisition of OfferFit. Unlike traditional A/B testing, which requires waiting for fixed test results, OfferFit AI Decisioning for Marketers will be able to make continuous decisions in real time and adapt as customer behavior changes with its platform. Then MoEngage, a customer engagement platform, acquired Aampe - Agentic Infrastructure for Customer Experiences. The latter is an agentic marketing platform that was one of the pioneers in applying reinforcement learning for personalization and personalized experiences (there will be agents in the background who do all the testing). This means that they have developed their own architecture early on that learns and adapts automatically to customer behavior, which will allow teams to deliver more effective and personalized experiences. Klaviyo AI Marketing Agent also recently acquired its own Customer Success Startup Agency in the form of Agency, a three-year-old more AI-driven customer success startup founded by former Klaviyo employee Elias Torres. This content is available exclusively to members of

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