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The Martech Reset: Lessons from 2025 That Will Shape How CMOs Invest in 2026, opines Kalpit Jain, CEO, Netcore Cloud

MUMBAI, India, Dec. 2, 2025 /PRNewswire/ — 2025 overwhelmed marketers: too many tools, too much complexity, too little speed. Every team was running faster yet moving slower, trapped between growing expectations and shrinking resources. That’s when the realisation set in: marketing didn’t need more software; it needed a new operating model. This is the Martech Reset.

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What changed wasn’t another channel or dashboard. It was a fundamental shift in how work actually gets done. AI completed its quiet evolution from predictive systems that explained the past, to generative systems that created on demand, to agentic systems that act autonomously. 2025 will be remembered as the year marketing crossed the threshold from automation to agency. McKinsey’s State of AI in 2025 report illustrates this shift clearly:

  • 62% of organisations are experimenting with AI agents
  • 23% are already scaling fully agentic systems across Marketing, Sales, and IT

This marks the rise of software that doesn’t just respond, but it decides. Marketers have moved from typing prompts like “write an email” to directing systems that autonomously segment audiences, build journeys, personalise content, run experiments, and execute campaigns end-to-end.

How High-Growth Teams Operated in 2025

Across markets, specialised AI agents became the invisible workforce behind modern growth teams:

  • Conversational Lead Qualification Agents
  • Content Experimentation Agents
  • Influencer & Partnership Agents
  • Research Agents
  • AI Sales Agents
  • Conversational Shopping Agents

But lists only go so far. A simple example makes the shift clearer:

Imagine a retail CMO:

Each morning, instead of navigating dashboards, she receives a single, clear briefing from her Agentic Marketing System  – a snapshot of the business that tells her:

  • How yesterday’s revenue performed against forecast
  • Which channels delivered the strongest ROAS
  • the split between repeat and new customers
  • the SKUs driving momentum and the ones beginning to trend
  • and the actions the system has already taken, along with the next steps it recommends

It’s not reporting. It’s real-time operational intelligence and execution delivered to her before the day even begins.

This isn’t workflow management. It’s autonomous execution where an AI workforce handles operations while the CMO focuses on strategy. Late 2025 made this even more visible with the rise of Agentic Commerce. Instead of browsing, consumers increasingly ask AI assistants to find, compare, and buy for them. Products are no longer discovered only by people but also by machines acting on their behalf.

What 2026 Will Look Like: The Age of Agentic Customers

Gartner predicts that by 2026, 20% of all sales will come from AI-powered buyers, machines that search, compare, negotiate, and purchase independently. This forces a dramatic shift beyond traditional SEO.

AEO: Agentic Engine Optimisation

If SEO shaped the last decade, AEO will shape the next. Brands will now optimise for AI decision-makers by restructuring product feeds, price APIs, inventory data, reviews, and content so agents can read, rank, and recommend them.

Managing Product Data in an AI-First Era

As AI systems increasingly scrape, compare, and evaluate products, openness becomes both a growth driver and a risk. The solution emerging across the industry: brand-owned AI agents trained on first-party data, ensuring accuracy, compliance, and differentiated customer experiences.

Why Multi-Agent Ecosystems Will Replace Siloed Stacks

2025 showed that fragmented tools for journeys, analytics, content, and personalisation no longer match the speed of the market. Teams are now shifting to composable, multi-agent ecosystems where:

  • The warehouse becomes the brain, the source of real-time truth

    AI agents act as the limbs, handling segmentation, content generation, orchestration, experimentation, and reporting

This dramatically compresses cycle times and delivers operational clarity that CMOs have long struggled to achieve.

How the CMO Role Will Transform in 2026

The rise of agentic systems stretches the CMO mandate far beyond brand and engagement. Boards are demanding predictable revenue, cost discipline, and speed, and AI now makes that possible. The modern CMO becomes the Chief Profit Officer, responsible for:

  • predictable revenue engines
  • automated, AI-driven operations
  • consent-first data governance
  • real-time decisioning
  • profit-first growth systems

Marketing shifts from being a cost centre to becoming the most measurable driver of long-term profitability.

The Age of Agentic Marketing Is Here, And What Comes Next

Some companies will keep adding tools. Others will push teams harder. But the breakthrough companies of 2026 will be the ones that embrace AI agents as teammates  intelligent operators that learn, act, and accelerate growth. Netcore Cloud’s Agentic Marketing Platform is built for this moment: a multi-agent ecosystem that transforms marketing from manual execution to autonomous performance. This is more than a technology shift. It’s a shift in how companies work, grow, and compete. The future belongs to those who dare to build with AI as a partner not a passenger.

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Reliance Digital Introduces High-Performance iQOO 15R to its Nationwide Store Network

MUMBAI, India, March 11, 2026 /PRNewswire/ — Reliance Digital announces the offline retail availability of iQOO, the high-performance smartphone brand built for today’s youth and tech-forward consumers. Following strong traction in online channels, iQOO is now extending its presence into physical retail, allowing customers to experience and purchase its devices first-hand at Reliance Digital stores across India.

Known for pushing the boundaries of speed, and power, the iQOO 15R is powered by the Snapdragon 8 Gen 5, delivering exceptional speed, responsiveness, and sustained performance throughout the day. It packs iQOO’s biggest battery yet in an ultra-slim 7.90mm design, making it India’s slimmest smartphone with a 7600 mAh battery.

The device features a 6.5K IceCore VC Cooling Chamber for stable performance and runs on OriginOS 6.0 based on Android 16 out of the box, supported by 4 years of software updates and 6 years of security updates. It is also equipped with a Sony LYT-700V OIS camera, a 1.5K 144Hz AMOLED EyeCare display, and IP68 & IP69 dust and water resistance, making it a dependable daily partner for professionals on the go.

The brand’s offline expansion marks an important step in deepening consumer engagement by offering hands-on access to its devices, enabling customers to explore iQOO’s powerful performance, advanced display technology, and flagship-grade camera capabilities in a real-world retail environment.

The availability of iQOO at Reliance Digital brings together two brands driven by innovation and consumer experience. While iQOO continues to build its reputation as a performance-led smartphone brand, Reliance Digital strengthens its portfolio by offering customers access to cutting-edge technology brands through its extensive nationwide retail network.

Through engaging in-store experiences, knowledgeable staff, and immersive product demonstrations, Reliance Digital aims to help consumers better understand iQOO’s performance-first DNA. This move further reinforces Reliance Digital’s commitment to staying ahead of evolving consumer preferences and serving as a preferred destination for discovering new-age technology.

With this expansion, Reliance Digital continues to play a key role in shaping India’s consumer electronics landscape by bringing future-ready brands closer to customers, while enabling smartphone brands like iQOO to build stronger connections with a growing, performance-driven audience.

The all new iQOO 15R is now available at Reliance Digital stores nationwide.

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Kotak Alts announces winner of the inaugural Katalyst Awards

Ms Himani Choudhary named Katalyst for the year – India’s Best Financial Content Creator; wins Rs. 25 Lakhs

MUMBAI, India, March 10, 2026 /PRNewswire/ — Kotak Katalyst Awards, a national initiative instituted to recognise excellence and responsibility in financial content creation has announced the winner of its first Katalyst edition. Kotak Alternate Asset Managers Limited (“Kotak Alts”) today announced Himani Choudhary as the winner. The winner was awarded a prize of INR 25 Lakhs, positioning Katalyst among the most meaningful recognitions for financial content creators in India.

Srini Sriniwasan, Managing Director, Kotak Alts, said, “The Kotak Alts Katalyst Awards were instituted to recognize content creators who are contributing meaningfully to financial literacy in India. As investor participation deepens, audiences are seeking clarity, context, and credibility. The response from creators was overwhelming and points to the new generation of financial educators.  As the inaugural winner Ms. Himani Chaudhary, exemplifies the standard of financial communication that Katalyst seeks to encourage.”

The first edition of the Kotak Alts Katalyst Awards received over six hundred entries from across 19 states and in 8 languages, reflecting the growing role of digital creators in shaping financial awareness. Conceived in response to increasing clutter and misinformation in the financial ecosystem, Katalyst is designed to recognize creators who place accuracy, transparency, and investor interest at the core of their work.

The winning content, ‘Personal Finance & Major Finance Updates’ by Himani Choudhary, was recognised for its clarity, originality, and credibility. The jury noted the content’s ability to explain complex financial concepts in a clear and measured manner, supported by strong research and a consistent focus on investor education over virality.

To ensure a robust and transparent evaluation process, the awards framework was designed and audited by EY. The top thirty entries were assessed by an academic jury.

The top 10 finalists were subsequently evaluated by a grand jury comprising Kunal Shah, Founder and CEO of CRED; Radhika Gupta, Managing Director and CEO of Edelweiss Mutual Fund; and Alpesh Shah, Managing Director and Senior Partner at Boston Consulting Group, and chaired by Ananth Narayan, former Whole–Time Member of SEBI with extensive capital markets and regulatory experience.

The Katalyst Awards recognise financial content creators who priorities financial literacy, substance, and long–term investor interest. Through this initiative, Kotak Alts aims to encourage responsible financial communication and support the development of informed and confident investors across India.

About Kotak Alternate Asset Managers Ltd: Kotak Alternate Asset Managers Limited (‘Kotak Alts’), a part of Kotak Mahindra Group (‘Kotak’), focuses on Alternate Asset Management and Investment Advisory businesses. Kotak Alts was set up in early 2005 and has raised, managed, and advised over USD 22 billion across different asset classes, including Private Equity, Real Estate, Infrastructure, Special Situations, Private Credit, and Investment Advisory. The asset management business and investment advisory vertical are managed by independent specialist teams. For more information, visit https://www.kotakalternateasset.com/

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Paperpal for Life Sciences Establishes HIPAA Readiness, Strengthening Enterprise Adoption of AI in Regulated Medical and Scientific Writing Workflows

MUMBAI, India, March 10, 2026 /PRNewswire/ — Paperpal for Life Sciences, an enterprise-grade Artificial Intelligence (AI) platform by Cactus Communications, purpose-built for Medical Affairs and Life Sciences organizations, announced the completion of an assessment evaluating its operational and technical safeguards to support Health Insurance Portability and Accountability Act (HIPAA) requirements. This milestone reinforces Paperpal’s commitment to meeting the rigorous standards of security, data protection, and regulatory readiness required for regulated scientific workflows.

Growing AI use in medical affairs writing and publication workflows is intensifying scrutiny on data privacy, governance, and regulatory accountability. To support these evolving needs, Paperpal for Life Sciences has undertaken an assessment of its systems and processes to evaluate readiness to support HIPAA compliance, where applicable, and now proudly offers the option to execute a Business Associate Agreement (BAA) for Protected Health Information (PHI) and Personally Identifiable Information (PII). This offering gives customers the confidence that PHI or PII, if received, is handled securely and responsibly, in line with regulatory expectations and enterprise risk management practices.

Paperpal for Life Sciences provides AI writing, literature search, source-grounded summarization with citation support, and critical publication checks, powering medical affairs content creation under stringent data privacy and governance controls. The platform accelerates research-to-publication timelines by upto 25%, supporting faster dissemination of clinical evidence and earlier commercialization of new drugs and therapies.

Nishchay Shah, Group CTO and EVP, Products and AI at Cactus Communications, said, “As AI becomes foundational to regulated scientific and medical workflows, compliance and trust are no longer optional. Paperpal for Life Sciences’ HIPAA readiness measures reflect our secure-by-design approach to AI, strong data governance framework, and alignment with real-world enterprise and regulatory requirements. This milestone enables organizations to adopt AI at scale with confidence that their data, processes, and compliance obligations are protected .”

Elvira Dsouza, President, Cactus Life Sciences, added, “Medical Affairs and Life Sciences teams operate in highly regulated environments where scientific rigor, data privacy, and compliance are non-negotiable. HIPAA readiness positions Paperpal for Life Sciences as a trusted AI partner, one that enables organizations to accelerate evidence generation and scientific communication without compromising regulatory integrity .”

With this announcement, Paperpal for Life Sciences reinforces its position as a purpose-built, enterprise-ready AI platform for medical affairs content generation that supports innovation while meeting the highest standards of privacy, ethics, and regulatory compliance.

Media Contact:

Nidhi Amin

nidhi.amin@cactusglobal.com 

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