Companion Agent works alongside frontline teams in real time, helping them prepare, respond, take action, and complete after-call work with more consistency and speed

Observe.AI, the Agentic Platform for customer experience, announced the launch of Companion Agent, the new multi-agent interface for frontline teams built to support customer service agents before, during, and after every customer interaction.

The launch expands Observe.AI’s agentic platform, which brings together AI Agents for Customers, AI Agents for Frontline Teams, and AI Agents for Operations into a single connected system. As customer-facing AI Agents automate more routine interactions, human agents are increasingly responsible for the moments that require judgment, empathy, exception handling, and deeper problem-solving. Those interactions are higher-stakes, but many frontline teams are still supported by outdated tools that provide static scripts, basic knowledge lookup, or limited real-time guidance.

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Companion Agent is designed for this new operating model. It does not just suggest what to say next. It listens to the conversation, understands the context, guides the agent through required steps, surfaces the right information from deep knowledge bases or backend systems, triggers actions, and helps complete work after the interaction. The result is a more consistent experience for customers and a more supported experience for humans.

“Customer service teams are entering a new era where AI and human agents work together across the entire customer journey,” said Swapnil Jain, CEO and Co-Founder of Observe.AI. “With Companion Agent, we are giving frontline teams an AI partner that can listen, reason, guide, and act in real time. This is an important step in our broader agentic platform vision, where AI Agents for Customers, Frontline Teams, and Operations work together to improve every conversation.”

Companion Agent gives front-line teams real-time, context-aware support across the full interaction lifecycle:

• Before the call: Companion Agent prepares frontline teams with relevant customer history, prior interaction context, profile details, and stated intent so they can start each conversation with confidence.
• During the call: Companion Agent provides step-by-step guidance, surfaces knowledge, prompts required compliance actions, detects behavioral cues, supports soft-skill coaching, and triggers workflows in real time.
• After the call: Companion Agent generates editable summaries, extracts key details, classifies dispositions, updates systems of record, triggers actions in other systems, and identifies coaching opportunities.

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Unlike legacy real-time agent assist tools built on rigid NLU models, Companion Agent is easier to configure, maintain, and improve. Teams can build and adjust guidance instantly with plain-English prompts. That means faster time to value, moving from months of configuration to days.

Companion Agent also works in concert with AI Agents for Customers, preserving context when a conversation moves from automation to a human agent. And because it connects with AI Agents for Operations, leaders can evaluate performance, trigger personalized in-the-moment coaching, and continuously improve frontline execution across every interaction.

“Customer Service teams have invested heavily in automation and self-service, but their human agents are still underserved,” said Cory Ondo, Paycor. “With Companion Agent, we’re closing that gap by ensuring every human agent has the agentic intelligence at their fingertips. It’s not just about improving productivity; it also delivers better customer experiences.”

Customers deploying Companion Agent have already seen measurable ROI through reduced average handle time, higher first-call resolution, and improved CSAT. Observe.AI offers a single, agentic platform to automate, assist, and analyze every interaction. Designed to seamlessly integrate with critical business systems and telephony providers, Observe.AI helps leaders drive efficiency, improve consistency, and unlock insights that continuously improve performance. For customers, it means faster resolutions and better experiences across every channel.

**About Observe.AI ** Observe.AI is a CX-native AI Agents platform that enables enterprises to deploy specialized agents that understand context, reason, and take action across the customer experience lifecycle. With built-in orchestration, integrations, and governance, Observe.AI powers intelligent automation that scales performance, accelerates resolution, and continuously improves outcomes.

Marketers can now build and activate custom Snapchat creative catalogs directly from Flight Control to Snapchat’s Ads Manager. 

Clinch, the agentic AI platform for omnichannel content orchestration, announced an AI-enabled automated workflow, supporting Snapchat Dynamic Product Ads (DPA), connecting product feed management, creative customization, and catalog enrichment, in a single workflow.

This release targets specific operational complexity for social commerce: most advertisers running DPA campaigns are managing their product feeds, creative production, and activation through separate systems, creating redundant work every time a catalog updates or a campaign launches. For brands running dynamic ads across multiple social platforms, that fragmentation multiplies.

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Flight Control has addressed this by creating an AI-powered infrastructure that truly connects creative to social media. Advertisers can upload their product feed once to Flight Control, schedule their desired refresh cadence, then apply custom templates, adjust layouts, add pricing and promotional overlays, and publish enriched catalog to Snapchat without rebuilding assets or switching tools.

“Even the most sophisticated advertisers struggle with creative relevance, offer accuracy, and the complexity of feed management,” said Charel MacIntosh, Global Head of Business Development and Strategic Partnerships  at Clinch. “Our solution removes operational barriers, enabling brands to have well-designed, on-brand creative assets in front of the right person at the right time, at scale.”

The announcement enforces Clinch’s offering of AI-enabled omnichannel creative orchestration, bringing automation, scale, and efficiency, across an ever-expanding ad ecosystem.

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“Snapchat is a powerful platform for discovery and commerce, and our partnership with Clinch makes it easier than ever for brands to reach our community with highly relevant, performance-driven creative within our expanded Dynamic Product Ads (DPA) format,” said Fintan Gillespie, Global Director of Snap Inc.’s Ad Partnerships Group. “DPA blends storytelling with personalized product recommendations, and by automating the bridge between a brand’s product catalog and Snapchat’s DPA product, including our recently launched Multi-Segment format, we’re helping advertisers of all sizes seamlessly scale their campaigns and shorten the path from discovery to purchase.”

Flight Control’s Snapchat DPA capability is available now, and represents one of the many ways Clinch provides custom solutions for its  advertisers across retail, ecommerce, travel, and other catalog-heavy categories.

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With AI-generated overviews of audiences, templates, workflows, and more, marketers spend less time decoding convoluted campaign components and more time executing.

Led by SignalFire and HubSpot Ventures, the round backs Vector’s vision for contact-level advertising and a new interface that lets marketers talk to their data

Vector, the contact-level advertising platform for B2B marketers, announced a $10M Series A, led by SignalFire and HubSpot Ventures.

The funding will accelerate Vector’s development of an AI ad automation platform built to multiply the impact of B2B marketers, not replace them. Alongside the raise, Vector is launching Vector MCP, the only interface that brings Vector’s unique ability to associate de-anonymized ad clickers with ad performance data into LLMs like Claude and ChatGPT. This allows marketers to query campaign performance and buyer activity in natural language instead of digging through dashboards.

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“Every marketer we talk to is trying to do more with the same budget and prove it’s working. Vector gives them something that hasn’t existed before, the ability to target specific buyers based on real intent signals in real time. We see the opportunity to connect all the dots in a buyer’s journey and optimize marketing touch-points based on what is working,” said Adam Coccari, Managing Director at HubSpot Ventures. “We’re excited to partner with the team as they build essential infrastructure for our shared customers and beyond.”

Vector pioneered contact-level advertising, helping marketers target named buyers based on intent signals like website visits, ad clicks, and competitor research.

“The teams that win in B2B GTM will be the ones who capture the right signals early, before intent is obvious and before a competitor gets there first. Vector has built something new: contact-level advertising that transforms anonymous interest into actionable signals and named audiences,” said Varun Ramakrishnan, Principal at SignalFire. “SignalFire invested because we believe that’s foundational to how modern marketers will build pipeline.”

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With this investment, the company is building toward a future where AI handles the repetitive work so marketers can focus on strategy and creative, the parts requiring human taste and judgment. Vector MCP is the first step, letting marketers ask plain-language questions about their campaigns and buyer activity, and get answers without switching between platforms or waiting on reports.

“The prevailing narrative right now is that AI will replace your marketing team. We think that’s wrong,” said Joshua Perk, co-founder and CEO of Vector. “The real opportunity is using AI to compound what good marketers already do. We’re not building a product that takes the marketer out of the loop. We’re building one that gives them better data, faster answers, and the ability to operate at a scale that wasn’t possible before.”

The new framework separates budget allocation from portfolio optimization – revealing 4 in 10 top-performing Creators are wrongly cut with standard attribution tools.

Agentio, the AI-native platform for Creator-led advertising, released A Guide to Measuring YouTube Creator Advertising, a practical framework for how Brands should measure — and stop mismeasuring — YouTube Creator performance.

The central finding is stark: 4 in 10 top-performing Creators would not be renewed if Brands relied on standard attribution tools. Discount codes, UTMs, and pixels weren’t built for YouTube, where most viewers absorb a Creator’s message, search for the brand days later, and convert through a path that leaves no trace in any standard attribution model. The result is a channel that consistently looks worse on paper than it actually performs — and a renewal process that routinely cuts the wrong Creators.

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The guide introduces a framework that solves this by answering two different questions: is this channel worth the investment, and which creators should be renewed?

Determining the investment requires a Media Mix Model. MMM is the only tool that can measure incrementality with statistical confidence at the channel level, and the guide details how to configure one correctly for YouTube Creator content, including how to amortize flat-fee spend across the view curve and why geo-test calibration methods don’t apply here.

Understanding which Creators should be renewed requires an entirely different approach. The guide outlines how combining pixel data with Post-Purchase Survey responses, triangulated and deduplicated, produces a reliable Creator-level ranking that neither signal can deliver alone. Across Agentio Brands, 73% of Post-Purchase Survey responses represent net new orders that pixels never captured.

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“Most Brands are trying to answer both questions with one tool — and getting the wrong answer to both,” said Arthur Leopold, co-founder and CEO of Agentio. “The fix isn’t more attribution tools. It’s understanding that budget decisions and renewal decisions require completely different measurement approaches.”

But the surfaces are noisy. Your prospect can scroll past the ad in their feed, filter the email, skip the pre-roll, or fast-forward through the podcast break. During my time at Meta, we told marketers they had three seconds before the scroll. That pressure hasn’t gotten easier. It’s compounded.

This is the gap TV fills. Not instead of the stack you’ve already built, but alongside it.

The Buyer Is Already Watching

The people approving vendor budgets and signing software contracts are the same people watching TV after work. Reaching them there isn’t a departure from B2B marketing logic. It’s an extension of it.

Streaming or CTV ads have made this practical in ways that weren’t possible five years ago. Audience-based buying, geo tests, frequency controls, survey attribution — the measurement mechanics B2B performance marketers already know map directly onto CTV. Relay, the fintech platform for small businesses, started on CTV because it offered tighter targeting and faster feedback loops than TV, with measurement they could actually explain to a CFO. Early results showed a direct lift in branded search and site traffic. That’s not a brand metric. That’s demand generation.

IAB data put CTV ad spend at $23.6 billion in 2024, up 16% year over year. The channel is no longer experimental. Most B2B marketers just haven’t caught up to that yet.

What TV Does That Digital Can’t

Search ads get six words. LinkedIn posts compete with every other hot take and humblebrag in the feed. A 30-second TV spot is unskippable. It gets the full screen and the viewer’s attention in a way that no digital format can guarantee. Your prospect can keep scrolling past your social ad. They can skip your pre-roll. They cannot skip the TV spot.

For B2B brands with complex products, that guaranteed attention is valuable. Gusto, the payroll and HR platform, builds its TV strategy around live tentpole moments, major sporting events and cultural moments, because that’s when their customers are most engaged and most likely to be thinking about the problems Gusto solves. It’s awareness-building timed to purchase intent.

One tactic that connects TV directly to the performance stack: CTV retargeting. Someone visits your pricing page on Tuesday. By Thursday, they’re seeing your ad in their living room, on a full screen, in an environment that carries more weight than another banner in a crowded feed. It closes the loop between your ABM motion and a channel your competitors almost certainly aren’t using against the same accounts.

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TV Raises the Bar (and Maybe Your Next Round)

There’s a credibility effect to TV that doesn’t get discussed honestly enough in B2B circles. It isn’t just about awareness scores. It’s about what showing up on TV signals to the people evaluating you.

Consider the AI SDR space. Dozens of companies competing for the same accounts with near-identical pitches. If your brand has been on TV and your competitors haven’t, your prospect takes the call. You’re no longer one of many vendors in an inbox. You’re a company that operates at a different scale. That perception change happens before your sales team says a word, and it makes everything downstream more efficient.

The CMO is certainly focused on building brand awareness among their ICP, but corporate marketing is another area they own, one focused on raising the company’s profile within its industry and ultimately increasing its perceived value.

When a founder or board member sees their company’s ad during a live sporting event, their phone lights up. Fellow founders text. Investors notice. Raising a round is a different conversation when your brand has been on TV. Acquisition discussions go differently when the other side’s partners recognize your name. This rarely gets framed as marketing’s job. It is.

The Stack Is Good. It’s Just Missing a Layer.

The B2B marketers seeing the biggest results from TV aren’t treating it as a replacement for their performance programs. They’re using it as the layer those programs can’t provide: broad, credible, high-attention reach that introduces the brand to future buyers before they’re searching, and reinforces it with buyers already in your funnel.

Otter, the AI-powered meeting intelligence platform, found that well-crafted TV spots drive immediate engagement even for a complex multi-platform product. Viewers, particularly on mobile, check out the product right away. Top-of-funnel reach converting to bottom-of-funnel action. That’s the full motion.

Your ABM programs, your intent tools, your LinkedIn campaigns are all more effective when the buyer has already seen your brand somewhere that commanded their full attention. TV is that somewhere. The stack you’ve built is good. This is the layer it’s missing.

About Tatari

Tatari is building the infrastructure to modernize TV advertising for Brands, Agencies, and Publishers.