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AI Decisioning Article

<hr /> Every conversation I'm having right now with vendors, agencies, and enterprises is squarely focused on agentic AI. Without question, it represents a game-changing initiative for organizations as they look to transform their operations – and prepare for the promise of the agent-to-agent ecosystem.While I've been steadily tracking the evolution of digital experience platforms and their customer data layers, I've also been paying close attention to the pure-play CDPs and data platforms, each of which is leveraging its composable position and innovating in unique ways. As the data warehouse takes on an even more strategic role in the AI landscape, we're seeing more transformation – and faster. That's certainly been the case with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/hightouch">Hightouch</a>, a composable CDP and AI decisioning platform that's keenly focused on activating data warehouses to power personalized marketing. They've been aggressively solving some of the key operational challenges within the data channel, adding <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-adds-new-ai-powered-adaptive-identity-resolution-to-its-cdp">AI-Powered Adaptive Identity Resolution</a> to its CDP, and even <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-partners-with-narrative-io-to-power-multi-vendor-identity-resolution-and-activation">partnering with Narrative I/O and Snowflake</a> to provide multi-vendor identity resolution and activation.Hightouch is definitely blazing its own trail, ignited by an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/u-cant-touch-this-cdp-hightouch-nails-80m-series-c-to-power-its-ai-decisioning">$80 million Series C</a> that closed earlier this year. While AI decisioning continues to be a key emphasis (and a category we're following with several other vendors), the company is driving its position as a data and AI agent platform for marketers. With agentic AI exploding at the seams – and the potential for extending agents beyond vendor ecosystems – it's clear that Hightouch is making a strong play as it telegraphs its differentiated value in this area. Now, it's adding the right talent to lead the charge by bringing an AI heavy hitter to its ranks. Announced today, <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/akilesh-bapu-24b333258/">Akilesh Bapu,</a> co-founder and former CEO of <a target="_blank" rel="noopener noreferrer" href="https://www.deepscribe.ai/">DeepScribe</a>, has joined Hightouch as Head of AI Product Development. Bapu will lead the company’s AI product strategy, focusing on the development of autonomous, context-aware marketing agents that leverage Hightouch’s Composable CDP foundation.<h3 id="adding-an-ai-luminary-to-the-team">Adding an AI luminary to the team</h3>AI talent acquisition is fast becoming a key strategy for organizations, with leading tech brands like Meta and OpenAI <a target="_blank" rel="noopener noreferrer" href="https://www.cnbc.com/2025/09/06/ai-talent-war-tech-giants-pay-talent-millions-of-dollars.html">spending hundreds of millions</a> on human capital to drive their strategies. Successful experience and demonstrable outcomes are key fixtures on the resumes of many candidates entering these roles, which makes the playing field much tighter – and incredibly competitive. Bapu is a rare gem in the AI talent pool. His technology credentials certainly put him at the top of the ladder, but they're bolstered by his proven business acumen. During his tenure at DeepScribe, he helped pioneer a medical AI solution that provides ambient clinical documentation by listening to patient-provider conversations in real time. Based on the input, DeepScribe automatically generates accurate medical notes that integrate into electronic health records, helping doctors save time and focus more on patient care.It's clear that governance, compliance, and trust were key considerations for Bapu and his team at DeepScribe. The sensitivity to a highly regulated intersection of AI and healthcare data has equipped him with the added muscle for managing risk relative to data privacy. No small task.As CEO, he also successfully built DeepScribe's growth strategy, leading multiple funding rounds and scaling the business through partnerships with major health systems. His work has established him as one of the foremost executives in applied AI, and he sees ample opportunity for leveraging his experience with Hightouch.A graduate of the esteemed UC Berkeley College of Engineering, Bapu was previously an NLP research scientist at <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/company/19024048/">Berkeley Artificial Intelligence Research</a>, where he focused on deep learning. He even has some Apple DNA in his work history. He is also a <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forbes.com%2Fprofile%2Fdeepscribe%2F&amp;esheet=54331279&amp;newsitemid=20251001835418&amp;lan=en-US&amp;anchor=Forbes+30+under+30+honoree&amp;index=1&amp;md5=a5a00a53af80fed5a4be049367454795">Forbes 30 under 30 honoree</a>. <h3 id="powering-context-aware-marketing-agents">Powering context-aware marketing agents</h3>As we know in the CMS category, context is now driving the AI horizon. The same is true for CDP, where marketing presents a uniquely powerful domain for agentic AI. This is due to its closed-loop posture, which supports workflows that are fully autonomous and continuously optimized against enterprise data. Context-aware marketing agents are intelligent systems. They use AI to collect and interpret real-time data about a customer's behaviors, or "context," to deliver highly personalized and relevant marketing actions. Unlike traditional chatbots that use predefined scripts, these agents can adapt their behavior by remembering past interactions, analyzing user intent, and integrating data from various sources. CDPs (at least the best ones) are designed with scale as a cornerstone. With integrations across leading data platforms – including <a target="_blank" rel="noopener noreferrer" href="https://www.snowflake.com/en/">Snowflake</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/databricks">Databricks</a>, and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/google-cloud-platform">Google</a> – Hightouch is positioned to bring its enterprise-grade context to agentic reasoning, and do it at incredible scale. This could provide significant value to brands that are banking on agentic strategies to help drive the future of their personalized marketing by leveraging unfettered access to data. “As foundation models rapidly commoditize, the real breakthroughs will emerge at the application layer,” said Bapu. “Hightouch’s combination of deep enterprise data access and agentic reasoning creates the conditions for AI marketing agents that not only assist, but truly operate autonomously to drive measurable outcomes.”<h3 id="why-it-matters">Why it matters</h3>Hightouch is already setting a high bar in the pure-play CDP category. They are reimaging their place in the space with a compelling vision for AI and how agents can be harnessed across the data landscape. As a composable solution, Hightouch is uniquely positioned with the modularity and flexibility to accelerate innovation as enterprises push into new areas with agentic AI. Now, with a proven talent like Bapu shaping its AI product strategy, the company has assembled a dynamic foundation to challenge the market with its differentiated value.Context-aware marketing agents represent an evolutionary step in AI-powered agentic capabilities. They're a big part of this story, providing a continuous cycle of perceiving, analyzing, and acting that can elevate hyper-personalized marketing strategies in compelling ways. With the increased efficiency and scale, brands can harness these agents to make smarter, faster decisions while tapping autonomous workflows that are continuously optimized against enterprise data. By investing in a visionary roadmap for their applications, Hightouch can pull further ahead – and lay the framework for future capabilities. Hightouch is also being steered by a young, brilliant, and fiery leadership team that's focused on disruption. Bapu is cut from the same cloth, and the combined resources could deliver a powerhouse braintrust for new ideas that are accelerated by an AI-centric posture. And bringing in a talent at Bapu's level is sending a strong signal to the market about their overall confidence.“Akilesh’s track record of building transformative AI products and his conviction around the future of agentic workflows make him an extraordinary addition to the team,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tejasmanohar/">Tejas Manohar,</a> co-founder and CEO of Hightouch. “Together, we’re building the most advanced AI marketing agents in the industry.”Data is at the center of everything. To compete, modern brands need this kind of forward-thinking technology in their composable stacks to power what's next in the agentic race – and Hightouch just leveled up. While the roadmap has arguably been amplified with Bapu's addition, you should still focus your evaluation on core capabilities relative to your goals and consider the pricing model based on your anticipated scale. But Hightouch should be on your short list.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-hightouch?-talk-to-an-expert.">Looking for guidance on Hightouch? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Hightouch Taps AI Luminary Akilesh Bapu to Accelerate Push into Context-Aware Marketing Agents

matt-garrepy

<hr /> Since 2018, <a target="_blank" href="https://cmscritic.com/products/hightouch">Hightouch</a> has been “high touch” when it comes to data. The pioneering composable customer data platform (CDP) and AI decisioning company has been on a tear recently, doubling its revenue<a target="_blank" href="https://getlatka.com/companies/Hightouch"> </a>and growing its team.Hightouch is finding success with enterprises that prefer flexible, composable alternatives to traditional CDPs, which are often plagued by rigid and costly infrastructures. By leveraging data and AI across their organization, Hightouch enables its users to deliver personalized customer experiences, optimize performance marketing, and move faster.This unique approach – turning data warehouses into marketing engines – has earned it a growing list of high-profile customers, including PetSmart, Warner Music Group, Calendly, Spotify, and GameStop.Now, Hightouch is tapping the human power of a seasoned analytics veteran and industry thought leader as it aims to drive more growth. Today, the company announced that it has hired <a target="_blank" href="https://www.linkedin.com/in/adamgreco/">Adam Greco</a> as Product Evangelist, where he will focus on supporting Hightouch's mission to empower marketing and data teams.If you're “tuned in” to the data and analytics space, Adam's name needs little introduction. With more than two decades of experience driving innovation and strategy in the field, he's been shaping the roadmap at leading tech firms like <a target="_blank" href="https://cmscritic.com/products/salesforce">Salesforce</a> and Omniture – which was <a target="_blank" href="https://techcrunch.com/2009/09/15/breaking-adobe-to-acquire-omniture-for-approximately-1-8-billion/">acquired in 2009 by Adobe</a> for $1.8 billion. In the wake of that acquisition, Adam wrote the definitive book on Adobe Analytics. During his most recent tenure at <a target="_blank" href="https://cmscritic.com/products/amplitude">Amplitude</a> – a leading product analytics platform provider – I spoke with Adam about the evolution of CDP, the value of data, and how critical these technologies are within the stack. "CDPs should be more insights and analytics-driven, capable of looking at problems in experiences," he said. “Every vendor will need a CDP of some kind because they want to collect data from every touchpoint: mobile apps, OTT, web, etc. Pulling it all together and creating action is key.”<h3 id="doubling-down-on-growth-and-disruption">Doubling down on growth and disruption</h3>At its core, Hightouch is a data activation platform that specializes in synchronizing customer data from data warehouses into a variety of high-utility tools. These include CRMs, email and marketing automation platforms, and advertising networks (to name a few). Founded in 2018 by <a target="_blank" href="https://www.linkedin.com/in/joshcurl/">Josh Curl</a>, <a target="_blank" href="https://www.linkedin.com/in/guptakashish/">Kashish Gupta</a>, and <a target="_blank" href="https://www.linkedin.com/in/tejasmanohar/">Tejas Manohar</a>, Hightouch started life outside the CDP boundaries as a travel booking Slackbot. The company pivoted during COVID-19 circa 2020, after developing reverse ETL technology to sync data from warehouses to SaaS tools. The move to the CDP space has certainly proven lucrative: the space is projected to grow to $15.3 billion by 2026.Since the transition, Hightouch has been enabling organizations to transform high-value data assets into actionable insights and strategies without the need for extensive engineering. This is accomplished through an elegant suite of no-code features – making data activation easier, so almost anyone can build audiences, orchestrate customer journeys, and uncover customer insights.As of 2024, Hightouch has <a target="_blank" href="https://sacra.com/c/hightouch/">raised over $92 million</a> across its Series A and B. Powered by this funding, the company has invested heavily in advanced AI and machine learning capabilities, unlocking even more opportunities for marketers to activate their data and drive measurable results. Hightouch positions itself as an alternative to more traditional CDPs like Twilio's <a target="_blank" href="https://cmscritic.com/twilio-acquires-segment-for-3-2b-adds-market-leading-cdp-for-building-data-driven-apps">Segment</a>, which typically require data to be stored in their proprietary systems. This approach of leveraging existing data warehouses as the central data repository has resonated with companies looking to avoid data duplication and maintain control over their data infrastructure. For this reason, large enterprises like Warner Music Group have chosen Hightouch over a traditional CDP, even after performing a three-year evaluation process.As a CDP, Hightouch has been focusing on AI for quite some time, exploring more efficient ways to automate processes and scale its capabilities across large pools of data. In August of last year, the company announced the launch of <a target="_blank" href="https://hightouch.com/blog/introducing-ai-decisioning">AI Decisioning</a> – its new AI marketing product – which is also available as a <a target="_blank" href="https://www.snowflake.com/en/data-cloud/workloads/applications/native-apps/">Snowflake Native App.</a><h3 id="a-modern-day-legend-in-the-data-world">A modern-day legend in the data world</h3>Adam's arrival comes at a pivotal moment as Hightouch continues to redefine what’s possible for enterprises in the customer data space. As Product Evangelist, he will support Hightouch’s continued expansion and help users unlock the full potential of their data. He will also focus on educating and empowering customers to lean into new data and AI technologies safely and scalably.Adam's career reads like a blueprint for success in the analytics and data industry. As one of Omniture’s first customers and employees, Adam has been at the forefront of digital transformation for decades. His skills include hands-on expertise in online marketing, website design, voice of customer (VOC), and CRM integration with digital analytics. His contributions to the field are vast, and he has helped thousands of marketers optimize their digital experiences. As such, he will likely elevate Hightouch's perception as a market-leading authority. Over the years, Adam has become a trusted voice, sharing his insights as a speaker and board member for several data technology organizations. His leadership roles at companies like Salesforce and <a target="_blank" href="https://cmscritic.com/products/amplitude">Amplitude</a> have further cemented his reputation as an innovator who understands the practical and strategic sides of data. To date, Adam has written over 200 blog posts related to Adobe Analytics. He also penned <a target="_blank" href="https://www.amazon.com/Adobe-SiteCatalyst-Handbook-Insiders-Guide/dp/032185991X">The Adobe SiteCatalyst Handbook: An Insider's Guide</a>, which has enjoyed positive reviews since its original publication over a decade ago. This followed his tenure at Omniture, where Adobe's acquisition revealed its focus on integrating management and metrics to drive its future strategy – and it appears that the deal is still paying off. "I've been through more than anyone on planet." That's how Adam described his 25 years in the Adobe Analytics world. As Adobe's reign over the digital experience space expanded, he consulted around the AEM product and continued to roadmap the critical role of analytics.Adam has also been active in supporting the broader industry. In 2019, he joined Further's <a target="_blank" href="https://www.apolloplatform.com/">Search Discovery</a> practice, where he supported digital analytics customers in doing more with data. He also played an instrumental role in the growth and development of Search Discovery's <a target="_blank" href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=2638129-1&amp;h=2362026&amp;u=https%3A%2F%2Fwww.searchdiscovery.com%2Fapollo%2F&amp;a=Apollo">Apollo</a><a target="_blank" href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=2638129-1&amp;h=1357526835&amp;u=https%3A%2F%2Fwww.searchdiscovery.com%2Fapollo%2F&amp;a=%C2%A0solution"> solution</a> and its related service offerings.“Adam knows what it takes to do digital transformation at the world’s biggest companies, and we’re beyond excited to have his expertise at Hightouch,” said <a target="_blank" href="https://www.linkedin.com/in/briankotlyar/">Brian Kotlyar</a>, VP of Marketing at Hightouch. “He uniquely pairs a big vision with pragmatic, hands-on knowledge of how to make it real for marketers in any company. His passion for helping organizations use data to drive growth aligns perfectly with our mission.”<h3 id="why-it-matters">Why it matters</h3>Hightouch is challenging traditional CDPs and redefining how businesses think about data activation. As the world of marketing and data continues to evolve, the need for scalable, flexible solutions has never been greater. Hightouch’s vision of a composable, AI-driven future is no longer just an ambitious goal – it’s a reality. CDP has also been an incredibly lively sector in 2024, particularly as digital experience platforms (DXPs) have sought to leverage their own capabilities as part of their differentiated value. Most recently, <a target="_blank" href="https://cmscritic.com/products/contentstack">Contentstack</a> – a headless CMS turned composable DXP – <a target="_blank" href="https://cmscritic.com/contentstack-just-acquired-lytics-a-real-time-customer-data-platform-heres-why-it-matters">purchased Lytics</a>, a key player in the customer data landscape.Brass tacks: Adam is an unmatched commodity in the realm of data and analytics. His expertise and leadership will undoubtedly benefit Hightouch and likely lift its brand perception upon his hiring alone. But given his track record, the company can reasonably predict a greater long-term impact on its roadmap.With Greco’s guidance, customers can expect even more innovative solutions to help them stay ahead in an increasingly data-driven world. His deep knowledge and leadership can further solidify Hightouch as a go-to platform for enterprise marketing and data teams seeking to unlock the full potential of their data."I'm thrilled to join Hightouch and help drive the future of data activation," he exclaimed. "The potential to transform how organizations leverage their data is immense, and I'm excited to work alongside the talented Hightouch team to help customers navigate the complexities of modern data infrastructure."CDPs have proven essential to the enterprise stack. As competition and choice escalate, pure-play platforms certainly have their work cut out for them in a fragmented marketplace. But Hightouch continues to differentiate itself against key players like Segment with its composable offering – an asset that will serve them well as they look to further disrupt the competitive landscape. If they maintain those attributes and execute, they might want to consider a new tagline: “Can't touch this.” <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Hightouch Taps Adam Greco as Product Evangelist, Strengthening Its Leadership in Composable CDPs

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Hightouch Taps AI Luminary Akilesh Bapu to Accelerate Push into Context-Aware Marketing Agents

Hightouch Taps Adam Greco as Product Evangelist, Strengthening Its Leadership in Composable CDPs