What's changing in Customer Growth technology.

Engagement RFPs increasingly ask 'what decisions does this platform make for me?'

Iterable announces Nova, an agentic decisioning layer that closes the gap with Braze AI.

Native agent framework reduces the need for standalone decisioning layers above the warehouse.

Databricks customers report 40% reduction in CDP spend after adopting CustomerLake.

Consolidation in identity resolution continues as Zeta absorbs Amperity's enterprise identity graph.

Braze acquires OfferFit to bring self-learning AI decisioning natively into Canvas.

Activation-layer vendor moves up the stack into autonomous audience and journey decisions.

Chrome shifts to a user-choice model rather than a hard deprecation.

Composable loyalty infrastructure vendor closes new round to expand engineering and US presence.

Amplitude can now query the warehouse directly without ingesting raw event data.