Hightouch enters the fray for agentic AI for marketers | MarTech

"Hightouch today introduced Hightouch Agents, designed to accelerate and automate a wide array of slow, manual tasks that hinder marketing efforts. Hightouch Agents connect directly to a company's data warehouse and marketing stack, offering visibility into the data behind marketing decisions, customer transactions, inventory levels, creative performance and more. The initial release of Hightouch Agents focuses on the inefficient workflows that plague marketers and span teammates, agencies and channels."

"For example, Manohar said that most marketers would be disappointed if they uploaded 10 creative images from a campaign, along with metrics, into ChatGPT and asked for analysis and recommendations. "It has a hazy understanding from its pre-training of being trained on the internet of how to think about ads, but it's very hazy," he said. "It doesn't have the hard skills on how to identify creative fatigue, what to look for week over week.""

"Hightouch added what it calls the "marketing context layer" to its agents. It consists of customer data, campaign details, including creative and spending, and brand information such as brand guidelines. Hightouch integrates with 300 marketing and data platforms. Manohar said the new agents do more than activate data from those platforms - they consume context. He described Hightouch Agents as purpose-built for marketers, giving them advantages over more generic AI tools."

Hightouch Agents automate and accelerate slow, manual marketing tasks by connecting directly to a company's data warehouse and marketing stack. The agents surface visibility into data behind marketing decisions, customer transactions, inventory, creative performance, campaign details and brand guidelines. The initial release targets inefficient workflows spanning teammates, agencies and channels and emphasizes precision through a dedicated marketing context layer. The context layer includes customer data, creative and spending metrics, campaign details and brand information. Hightouch integrates with 300 marketing and data platforms and designed agents to consume context and embed marketing-specific skills for collaborative campaign planning and analysis.

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