Latest news with #Addition
Forbes
06-05-2025
- Business
- Forbes
Enterprise Brands: How Agentic AI Is Reimagining Performance Marketing
Gully Flowers, Co-Founder of AKA and Partner at Hustle. getty As consumer behavior becomes more fragmented and expectations for personalization rise, performance marketing is undergoing a fundamental shift. Enterprise brands are turning to agentic AI systems—intelligent automation platforms that unify strategy, creative, production and optimization—to improve return on ad spend (ROAS), reduce production timelines and increase campaign effectiveness across every digital touchpoint. Unlike traditional AI tools that support isolated tasks, agentic AI systems are designed to operate autonomously across the full marketing life cycle, enabling teams to generate, test and deploy creative assets at scale while responding to real-time data and local context. Some household names are already proving the potential of agentic AI to drive measurable impact in both digital and physical channels. In a recent campaign, Google Shopping partnered with AI innovation studio Addition to demonstrate how agentic AI could deliver hyper-personalized content at scale in one of the world's most media-saturated cities: New York City. Addition developed an intelligent creative pipeline that generated hundreds of unique out-of-home (OOH) ads tailored to specific neighborhoods. The system ingested: • Location data from LinkNYC kiosks • Real-time product trend insights from Google Trends • Geographic context from the Google Maps API The AI then created neighborhood-specific copy and visuals dynamically, aligned with the vibe, history and holiday shopping trends of each city block. Ads appeared in sync with real-world moments like the Macy's Thanksgiving Day Parade, allowing Google Shopping to create culturally relevant, high-performance media experiences in the public realm. The result was a performance-ready campaign built on an agentic system capable of generating, optimizing and deploying creative at street-level scale. In the digital arena, Puma and digital agency Monks debuted a groundbreaking use of AI-driven production pipelines at Nvidia's GPU Technology Conference. The team created a complete 30-second video campaign with fully rendered assets, adapted for global markets—all in a fraction of the time typical for commercial production. The system integrates real-time collaboration across creative and strategy teams, asset generation using generative AI and automated performance testing for deployment across multiple platforms. The agentic system enabled: • Full creative versioning for A/B testing • Cloud-based delivery and channel-specific adaptation • Continuous iteration based on campaign performance For enterprise marketers seeking to optimize customer acquisition cost (CAC) and increase media efficiency, this agentic workflow represents a major leap forward in AI-powered marketing operations. Why Agentic AI Matters For Marketing Leaders In performance marketing, speed, scale and personalization are key drivers of growth. Agentic AI systems can deliver on all three by: • Reducing production bottlenecks and manual workflows • Generating personalized content across audience segments and regions • Enabling rapid testing and adaptation for campaign optimization • Creating always-on content pipelines that respond to real-time insights For CMOs, chief digital officers and performance marketing leaders, these systems offer a path to sustainable content velocity, deeper audience relevance and higher campaign ROI—without inflating head count or outsourcing costs. A New Operating Model For Advertising And Media As brands demand faster turnarounds, localized messaging and measurable outcomes, marketing infrastructure must evolve. Agentic AI platforms provide the backbone for a new marketing operating model—one that blends human creative direction with intelligent automation and machine learning. The campaigns from Google Shopping and Puma are early indicators of what's possible when enterprise companies pair AI strategy with creative agility. With the right systems in place, brands can move from batch production to real-time content orchestration across markets, channels and formats. The Future Of Performance Marketing The future of performance marketing is intelligent, scalable and system-driven. Agentic AI is not just a technology trend—it is an operational shift that enables enterprise marketing teams to execute faster, create more relevant content and drive higher performance across the entire marketing funnel. Companies that build this AI infrastructure now can gain a competitive edge in content speed, quality and precision—factors that increasingly define success in modern marketing. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Yahoo
09-04-2025
- Business
- Yahoo
Base Power Raises $200M Series B to Reinforce the Texas Power Grid, Accelerate National Expansion, and Build American Manufacturing Capabilities
As energy demand surges, Base Power is building America's next-generation power company—driving grid resilience through partnerships with utilities and homebuilders, and accelerating homeowner adoption. AUSTIN, Texas, April 09, 2025--(BUSINESS WIRE)--Base Power announced today it has raised $200 million in Series B funding, co-led by Addition, Andreessen Horowitz, Lightspeed Venture Partners and Valor Equity Partners with participation from existing investors Thrive Capital, Altimeter, Terrain, Trust and others. With the new funding, Base Power will continue its rapid growth, bringing affordable and reliable energy to more homes across Texas while preparing for national expansion with its battery-powered home energy service. This investment will go toward building the first Base factory in Texas to meet growing demand while ensuring greater resilience, cost efficiency, and control as the company scales. In less than a year since launch, Base Power has become one of the fastest-growing battery storage developers in the U.S. Through its partnership with Lennar, a top national homebuilder, and, more recently, with its first utility partnership with Bandera Electric, Base Power has expanded rapidly in Texas across the Dallas-Fort Worth, Houston, and Austin metro areas. "Base Power is committed to making energy more reliable and affordable - in the last year we've demonstrated meaningful progress on that mission," said Zach Dell, CEO and Co-Founder of Base Power. "Our rapid expansion has allowed us to power up thousands of Texans in just a few months, while driving their energy costs down and power reliability up. With this investment, we will continue to innovate on new grid solutions, establish our domestic manufacturing capabilities, and accelerate adoption nationally." As part of the fundraise, Addition founder Lee Fixel will join Base Power's board alongside Antonio Gracias of Valor Equity Partners. "Base Power has made extraordinary progress in a short time, demonstrating its ability to deliver innovative energy solutions that are both cost-effective and reliable," said Lee Fixel of Addition. "We are excited to partner with the Base Power team in support of their efforts to make the energy grid across Texas and beyond more resilient." Base Power is led by a team of engineers and operators from leading technologies companies including SpaceX, Tesla, Anduril, Blackstone, and Apple, bringing deep expertise in technology and infrastructure to reimagine the grid. This expansion creates new opportunities for top talent to join a fast-growing company at the forefront of the energy transition. About Base Power Founded in 2023 and headquartered in Austin, Texas, Base Power is an energy company building a grid for the future—starting with battery-powered home energy service. The company's mission is to advance human prosperity through energy abundance—delivering reliable and affordable power for all. Learn more at View source version on Contacts Media Contact press@ Sign in to access your portfolio
