Week 36, 2026
Coverage window 28 August – 3 September 2026.
For the interpretation of this week, including why two vendors gave opposite answers to the question of whose identity an agent acts under, see the companion essay: Weekly MarTech Signals That Matter to Me: Part 18, Week 36. This page is the record; the essay is the read.
Note on the window: edition #18 ran on Thursday 27 August, so this window opens at 28 August. This edition was compiled on Wednesday 2 September and then re-scanned and extended on Thursday 3 September, so the window now closes at 3 September and only 4 September carries into edition #20. There is no Week 34 edition; that gap is a planned skip.
Note on the re-scan: this edition was re-run on 3 September with the customer engagement platforms scanned first and read in full. That pass found that two of them, Adobe Campaign and Insider, had no readable release-notes source on the monitored list and had never been scanned in any edition. Both are now on the list, and Insider turned out to have shipped twice inside this window. The changes the re-scan produced are described under Corrections and method notes.
This week’s record
Optimizely gave its AI coworkers their own identity, and Salesforce and Anthropic gave theirs the seller’s, five days apart.
- Optimizely launched Virtual Teammates on 31 August: role-specific digital coworkers with individually scoped permissions, configurable human-review points, schedule and event triggers, and activity tied to each teammate’s own identity rather than to the person who set it running.
- Salesforce and Anthropic announced Claudeforce on 26 August (late capture): a plugin with 37 prebuilt sales skills where an admin connects once, permissions are managed centrally, and there is explicitly “no new permissions model to build, no re-auditing account by account.”
- Treasure AI published a complete write boundary for its new AI Voice Connector (2 September): read-only, role-inheriting, and no agent can delete a recording, edit its tags or start an export.
- X’s Ads MCP (24 August, late capture) publishes the shortest agent credential window on this watchlist: campaigns arrive paused, tokens last roughly two hours, refresh tokens rotate, and only one OAuth grant per application and user pair is permitted.
- Insider shipped App Frames to Android on 28 August and iOS on 31 August, a mobile content surface embedded inline in the app’s native layout that, in the vendor’s own words, does not depend on notification permissions. Recovered at the re-scan, having been missed entirely when the platform had no readable release-notes route.
- Salesforce is turning the Agentforce Platform on by default, automatically for new Winter ‘27 orgs and on a rolling basis for existing orgs starting in September 2026. Every other agent item this week describes what an agent may do once someone enables it; this one is the enabling.
- Salesforce removed a Winter ‘27 release note that had claimed the Setup agent could enable and disable a mobile setting, on the grounds that the capability is not available. Tealium separately fixed a defect where the connectors UI did not correctly enforce permissions, seven days after shipping its Configuration MCP.
- The FTC and 22 state attorneys general sued Amazon on 31 August, alleging an undisclosed surcharge from 2019 turned a stated second-price ad auction into a first-price one, with advertisers paying their own bid roughly 80% of the time by 2024.
- OpenAI reported ChatGPT Ads at a $1 billion annualized revenue run rate in under 200 days and launched self-service Ads Manager access across India, Europe, the Middle East and North Africa on 31 August.
What changed this week
| Platform | What changed | Source |
|---|---|---|
| ActiveCampaignLaunched (Aug 27) · late captureProduct release | Active Intelligence: Wavelength, marketing AI tuned to the individual business rather than an industry average. Dated 27 August, one day outside the window and missed at edition #18. | ActiveCampaign newsroom |
| Adobe Campaign (new to watchlist)Scanned, no in-window releaseSource added | No in-window release. Added to the watchlist at the re-scan, having never been monitored. Campaign Web User Interface latest release 18 August, which introduced the Approval workflow activity to the web UI and a direct toggle for email open tracking. Campaign v8 console latest release 8.9.3, 11 August, which moved the Web Analytics connector to the Adobe Analytics 2.0 API ahead of the 1.4 end of life. | Campaign Web release notes · Campaign v8 release notes |
| Adobe Journey OptimizerLimited Availability (Sep 1)Product release | Journey-level holdout: a configurable percentage of the target audience excluded from the journey, compared against active profiles in Customer Journey Analytics to measure incremental lift. | AJO release notes |
| Adobe Journey OptimizerGA (Sep 1)Product release | Generate expressions with AI in journeys moves from Limited Availability to General Availability across all environments. | AJO release notes |
| Adobe Journey OptimizerShipped (Sep 1)Product release | New dateDiff function in the journey expression editor, returning the difference between two dates in days. | AJO release notes |
| Adobe Journey OptimizerShipped (Aug 31)Agentic AI | Loyalty Insights, a new CX Coworker skill for querying challenge performance and loyalty data held in the Loyalty field groups. | AJO release notes |
| Adobe Marketo EngageReleased (status change, page updated Sep 2)Product release | Disable Campaigns on Archive moves from “Coming soon” to Released: archiving a folder now disables and deschedules every campaign in that folder tree. No separate release date is published. | Marketo current release notes |
| Adobe Marketo EngageRenamed (date not published)Agentic AI | Marketo AI is renamed Coworker for Marketo Engage, described as a new name with the same features, available to all users. This places Marketo under the same CX Enterprise Coworker naming as the Loyalty Insights skill shipped in Journey Optimizer on 31 August. No canonical date is published for the rename; it is present on a page last updated 2 September. | Marketo current release notes |
| Adobe Marketo EngageShipped (Aug ‘26 release)Breaking change | REST API campaignRunId is now always returned in numeric format from the August release, where it had sometimes been returned wrapped in two pairs of quotation marks. Integrations that parse the field as a string need checking. | Marketo current release notes |
| Adobe Marketo EngageDeadline passed (Aug 31)Deprecation | REST API access_token query parameter confirmed unavailable after 31 August 2026. Integrations must authenticate with the Authorization header. | Marketo current release notes |
| Bloomreach EngagementShipped (Sep 2)Product release | Release 1.317: React Native SDK 4.1.0, native Android SDK to 5.3.0 and iOS SDK to 4.3.0, a JSON parser fix for nested maps and arrays in event properties, iOS carousel and push-listener fixes, and a fix for identifyCustomer rejecting empty identity objects. | Bloomreach changelog 1.317 |
| KlaviyoShipped (Sep 1)Product release | Open External URL Action for push notifications and in-app forms, plus Comments in Forms with reply and resolve in a single panel. | Klaviyo What’s New |
| FTC (regulatory)Filed (Aug 31)Regulatory | The FTC and 22 state attorneys general sue Amazon, alleging an undisclosed “soft reserve price” surcharge added from 2019 converted a stated generalised second-price ad auction into a first-price one. Share of the time Sponsored Products advertisers paid their own bid: 30-40% in 2021, 70% in 2022, approximately 80% in 2024. Commission vote 2-0. | FTC press release |
| FTC (regulatory)Final (Aug 27) · late captureRegulatory | Final orders with Cox Media Group, MindSift and 1010 Digital Works over the “Active Listening” service, $930,000 total. Each defendant is prohibited from misrepresenting the geographic targeting capabilities of its advertising services, and from misrepresenting voice-data collection and consent. Dated 27 August, listed by aggregators as 1 September. | FTC press release |
| Influ2Launched (Aug 20) · late captureAgentic AI | MCP server exposing contact-level buyer signals and ABM programs to AI applications. Dated 20 August by the vendor wire release; listed by aggregators as 31 August. | BusinessWire |
| Insider (InsiderOne) (new to watchlist)Shipped (Aug 28)Product release | Android SDK 17.0.0, a major version increment from 16.1.0, adds support for App Frames and a markContentOptimizerAsSeen method that logs a seen event once a Content Optimizer variable has been displayed. | Android SDK changelog |
| Insider (InsiderOne) (new to watchlist)Shipped (Aug 31)Product release | iOS SDK 16.0.0, a major version increment from 15.2.0, adds support for App Frames: personalised content published inline in the app’s own native layout rather than as an overlay or popup. Placements are defined once by the development team in a single SDK integration, after which campaigns are managed from the panel with no engineering ticket per change, up to 10 active campaigns per placement. Insider states the surface does not depend on notification permissions and remains visible for as long as the campaign is active. Neither SDK changelog labels a breaking change despite the major version increment on both platforms. | iOS SDK changelog · App Frames |
| IntegrateAnnounced (Aug 27) · late captureM&A | Acquires CaliberMind, combining B2B lead management and data governance with revenue attribution to close the loop between top-of-funnel activity and revenue outcomes. Dated 27 August; listed by aggregators as 1 September. | MarTech.org |
| OpenAI (new to watchlist)Launched (Aug 31)Advertising platform | ChatGPT Ads reaches a $1 billion annualized revenue run rate in under 200 days, is available in over 40 countries, and self-service purchasing via Ads Manager launches across India, Europe, the Middle East and North Africa. Ads are stated to be clearly labelled, separate from answers, without advertiser access to private conversations. | OpenAI |
| OptimizelyLaunched (Aug 31)Agentic AI | Virtual Teammates: role-specific AI coworkers (Chief of Staff, SEO and AI Search Analyst, Marketing Analyst, Personalization Strategist, CRO Manager) hired from a directory, retaining organisational context, triggered by schedules or events, with individually scoped permissions, configurable human-review points, and activity tied to each teammate’s own traceable identity. Listed by aggregators as 2 September; the vendor dates it 31 August. | Optimizely press |
| Salesforce AgentforceRolling from September 2026Agentic AI | Agentforce Platform enabled by default: the setting applies automatically to new orgs created in Winter ‘27 and is planned for existing orgs on a rolling basis starting in September 2026. A platform default turned on by the vendor rather than by the administrator. | Winter ‘27 Release Note Changes |
| Salesforce AgentforcePreview (week of Aug 24)Agentic AI | Simplified agent metadata types for moving agents between orgs, available from preview sandboxes the week of 24 August. Agent definitions become portable metadata. | Winter ‘27 Release Note Changes |
| Salesforce Data 360Added (week of Aug 31)Product release | Activation shortcuts to simplify attribute selection and filtering. | Winter ‘27 Release Note Changes |
| Salesforce Headless 360Added (week of Aug 31)Agentic AI | Grant Setup with Agentforce access more easily; and Create a Messaging Channel with a Headless Claude Skill. | Winter ‘27 Release Note Changes |
| Salesforce Headless 360Retracted (week of Aug 31)Agentic AI | Removed the release note claiming that the Setup agent can enable and disable the Dynamic Actions on Mobile setting, stating the capability is not available at this time. A documented agent write capability withdrawn. | Winter ‘27 Release Note Changes |
| Salesforce Marketing Cloud EngagementAdded (week of Aug 28)Product release | Troubleshoot Decision Splits with more data. | Winter ‘27 Release Note Changes |
| Salesforce Marketing Cloud NextAdded (week of Aug 30)Agentic AI | Agentforce Buyer Engagement Agent for generating more qualified leads. | Winter ‘27 Release Note Changes |
| Salesforce + AnthropicLaunched (Aug 26) · late captureAgentic AI | Claudeforce: Salesforce in Claude, a plugin with 37 prebuilt sales skills running on the AIforce harness across Headless 360, Data 360, Tableau and Slack. Actions route through Salesforce so business rules are enforced. Setup is a single central admin connection with “no per-user setup, no new permissions model to build, no re-auditing account by account.” Listed by aggregators as 2 September; Salesforce dates it 26 August. | Salesforce newsroom |
| TealiumShipped (Sep 2)Data governance | Event spec validation extended beyond attribute presence to data type and configured data value rules, with a new Warn status distinct from Valid, Invalid and No Spec. | Tealium release notes |
| TealiumShipped (Sep 2)Product release | Fixed an issue where the connectors UI did not correctly enforce permissions for event and audience connectors. Square and SmartSurvey connectors deprecated; Kafka, BigQuery, Amazon Ads and Salesforce Journey Builder connector fixes. | Tealium release notes · Atom feed |
| Treasure AIShipped (Sep 2)Agentic AI | AI Voice Connector for AI Studio. Published boundary: the connection is read-only and inherits the user’s Treasure AI Voice role, a Regular User’s agent reads only that user’s own recordings and an Enterprise Admin’s reads the whole organisation, and no agent can delete a recording, edit its tags or start an export. | Treasure AI release notes |
| Treasure AIShipped (Sep 1–2)Product release | DROP TABLE support for the Hive query engine, and an Add operation on the Salesforce Marketing Cloud V2 Export connector that inserts only records whose primary key does not already exist in a Data Extension. | Treasure AI release notes |
| TwilioGA (Sep 2)Product release | Verify Custom Templates generally available for custom SMS, RCS and Voice message templates. | Twilio changelog |
| TwilioShipped (Sep 2)Breaking change | Java Helper Library 13.0.0 critical fix. Versions 10.0.0 to 12.1.1 use strict deserialization on nested response types and fail with ApiConnectionException when Twilio adds a new optional field, a latent break in working integrations. Version 13 has breaking changes. | Twilio changelog |
| XShipped (Aug 24) · late captureAgentic AI | Ads MCP server: 23 tools at ads-api.x.com/mcp, ten of which write to production ad accounts. Campaigns arrive paused with activation as a separate call; OAuth on the advertiser’s own token scoped to ads.read, ads.write, offline.access; access tokens last roughly two hours with refresh tokens rotating on use; one grant per application and user pair. Shipped 24 August, documented 25 August; listed by aggregators as 31 August. | PPC Land technical documentation |
No changes this week (scanned, nothing net-new)
Scanned for the 28 August to 2 September window with no net-new release:
- Adobe Journey Optimizer B2B Edition: most recent release remains 2026.8, deployed 14 August.
- Adobe Real-Time CDP / Experience Platform: most recent release remains 18 August. No September release or pre-release published. The destinations catalog data-type filter is still stated as rolling out through the first week of September.
- Braze: no release, and none was due. The releases index shows a strict four-week cadence through 2026 (8 January, 5 February, 5 March, 2 April, 30 April, 28 May, 25 June, 23 July, 20 August), so the next release is due 17 September. Corrected at the re-scan, which replaces this edition’s original reading of the missing dated pages as an absence. Corporate news most recent item 7 July. No remote MCP server published, fifth consecutive edition. One dated item from the 20 August release falls inside this window and remains unconfirmed: Cloud Data Ingestion for Azure Blob Storage, stated as arriving the week of 31 August.
- Cordial: no readable newsroom route found; both candidate URLs return 404. Third consecutive edition. Not verified.
- HubSpot: company news most recent item 11 August, a customer story. No Agent CLI product documentation, third consecutive edition.
- Insider (InsiderOne): newsroom only. Newest item is a G2 AI Marketing Agents category award dated 25 August, an award rather than a release. Two in-window SDK releases are recorded in the table above. The cross-platform bridges have not received App Frames yet: React Native 8.1.0 is dated 5 August, Flutter 5.2.0 20 August, Cordova 4.0.0 16 April. The platform-wide release notes at
insiderone.com/whats-new/remain unreadable by either route; the academy carries SDK changelogs but no platform changelog. The aggregator listing of Insider One Zero Copy Segmentation for Snowflake under 27 August is dated 2 June by both the vendor page and the vendor newsroom, and is not an in-window item; that mis-dating was first recorded in edition #18. - Iterable: most recent release remains 18 August. No September release published.
- Klaviyo (MCP governance): the 11 August note announcing 260-plus MCP tools is unchanged: no session lifetime, no permission model, no revocation path. Third consecutive edition.
- Mailchimp (Intuit): no readable newsroom route reached. Fourth consecutive edition. Not verified.
- MoEngage: product release notes still resolve to July 2026; August and September pages both return 404. August is now more than a month overdue.
- Optimove: the academy What’s New page returned 403 and was not read this edition. The 28 August aggregator listing traces to a January 2026 release and is not evidence of an in-window launch. Not verified.
- Pega: one in-window item, a 1 September customer story, not a product release. Most recent product release remains 18 August.
- Salesforce Marketing Cloud Account Engagement: “No changes since the initial publication.” A verified null, on the route recovered at edition #18.
- Salesforce Marketing Intelligence, Loyalty Management, Real-Time Offer Management, Referral Marketing: all “No changes since the initial publication.”
- Salesforce Personalization: corrected at the re-scan. This edition originally recorded a null. The change log carries two entries, Analyze Experiment Results with the Data Visualization Tab and Deliver Personalized Mobile Experiences Without Rebuilding Your App, both added the week of 17 August and therefore outside this window. The record is unaffected; the null was wrong.
- Segment (Twilio): no Segment-specific items in the Twilio changelog. The seven undated legacy items on
community.segment.comcould not be reached this edition. - Sprinklr: one in-window item, second quarter fiscal 2027 results on 2 September. No product release.
- Zeotap: most recent blog item remains 7 July. Third consecutive edition.
- 6sense: newsroom unreachable by both available routes for a second consecutive edition. The MCP server general-availability question, open since July, remains unanswerable. Not verified.
- BlueConic, Contentful, Databricks, Hightouch, Zeta Global: newsroom routes returned 404, rate limits or client-rendered shells. Not verified. The 26 August Hightouch “Agentic CDP” framing remains untraced to a vendor page for a second edition.
Watching next (Week 37)
- A readable route to Insider’s product release notes, the first action of the next edition after the platform was found to have none.
- Braze’s next release, due 17 September, and whether Cloud Data Ingestion for Azure Blob Storage actually landed the week of 31 August as stated.
- Bloomreach 1.318, due 16 September on the fortnightly cadence.
- The Marketo Engage MCP Server, which Adobe has been running customer office hours for and which has never been documented here: tool count, write scope, permission model, session lifetime, revocation path.
- Adobe Campaign’s September releases on both routes, now that the platform is monitored.
- Whether the Agentforce Platform default-on rollout reaches existing orgs on the stated September schedule, and what an administrator has to do to opt out.
- The Gemini 2.5 Pro, Flash and Flash-Lite reroute in Agentforce, starting the week of 20 October 2026.
- Whether Salesforce Winter ‘27 comes out of preview, and what the API Catalog Connect REST API for API and MCP server management does about revocation.
- Whether the OpenAI Pixel and Conversions API route through standard tag management and consent frameworks, and whether Tealium, Segment or Adobe ship first-party connectors for them.
- The Adobe Experience Platform destinations catalog data-type filter, due in the first week of September.
- Optimizely’s second Opticon announcement, purpose-built marketing AI models, for which no vendor date could be established this edition.
- MoEngage’s August release, and whether 6sense becomes reachable by any route.
- The first Dutch DPA publications under the sanction-publication obligation that took effect on 1 September.
- IAB Tech Lab GPP public comment closing 11 September; Twilio certificate rotation on 9 September, Functions Classic cutover on 13 September, and new TFV and A2P 10DLC error codes on 15 September.
- Marketo’s September release, due 25 September, and whether Script Builder ships with documentation.
- Eight weeks to the Garante email open-tracking pixel compliance term on 29 October, and the Gmail non-HTTPS link warnings at the end of the same month.
How this is compiled. Each edition is assembled from official vendor release notes, changelogs and corporate newsrooms, with an AI first-pass scan followed by human review and editing. Every item is checked against the primary source; anything that could not be confirmed is flagged inline as not verified. Release notes are read in a browser or by full-text extraction, never by a summarising fetch. Dates and status reflect what was published as of the current-as-of date and can change.
Corrections and method notes. Corrections are welcome and are logged transparently.
This edition was re-scanned on 3 September with the customer engagement platforms read first and in full, and the re-scan changed seven things. It found that Adobe Campaign and Insider had no readable release-notes source on the monitored list and had appeared nowhere in this edition, not even among the vendors scanned with nothing to report. Both are now monitored. The Insider gap was not harmless: the platform had shipped two releases inside this window, and they are in the table above only because the reader supplied the two routes that reach them. It corrected the Braze entry, which had read the absence of dated release pages as silence when the vendor ships every four weeks and nothing was due. It corrected a false null on Salesforce Personalization. It added three Adobe Marketo Engage items and two Salesforce Agentforce items, one of which, the platform being enabled by default for existing orgs from September, is now in the record’s opening summary. And it re-verified the largest mis-dating on record, an aggregator listing of an Insider warehouse-native segmentation launch under 27 August against a vendor publication date of 2 June, an error first caught in edition #18.
This edition corrected six aggregator listing dates against their primary sources: Optimizely Virtual Teammates (listed 2 September, vendor date 31 August), Salesforce and Anthropic Claudeforce (listed 2 September, vendor date 26 August), the FTC Cox Media Group final orders (listed 1 September, actual 27 August), Integrate and CaliberMind (listed 1 September, actual 27 August), the X Ads MCP server (listed 31 August, shipped 24 August), and the Influ2 MCP server (listed 31 August, wire release 20 August). Six items are recorded as dated late captures from the previous window. Sources that could not be read this edition are named rather than silently omitted.
MarTech Watch is compiled and edited by Andrea Veggiani, Head of Cross-Channel Marketing & MarTech Solutions at BitBang.