Week 38, 2026
Coverage window 11–17 September 2026.
For the interpretation of this week, and why two platform vendors announcing that you no longer have to open them is a governance question rather than a packaging one, see the companion essay: Weekly MarTech Signals That Matter to Me: Part 20, Week 38. This page is the record; the essay is the read.
This week’s record
Dreamforce and UNBOUND landed in the same window, and both of the largest customer platforms on this watchlist announced that their own screen is no longer where you use them.
- Salesforce unveiled AIforce on 15 September, a live interface layer that brings Salesforce data, workflows, business logic, permissions and governance to any AI interface, launching with Claudeforce, Slackforce and Agentforce Coworker. Its stated governance position is inheritance: “every agent sees only what the person asking can see”, and “No new permissions model, no migration, no custom integration work.”
- Salesforce in Claude entered beta for all customers: a prebuilt MCP server inside Claude with 37 prebuilt sales skills. Salesforce states that analytics, service, marketing, commerce and industries skills follow “in the near future”, so marketing is not in this beta.
- HubSpot shipped its Fall 2026 Spotlight on 16 September, with an all-new Breeze Assistant that dispatches work to other agents, a self-updating Smart CRM, and Context Home, a score for how complete a tenant’s context is. On the same day it became the first CRM to integrate ChatGPT Ads.
- OpenAI began testing Sponsored Agents, which turn an ad click in ChatGPT into a labelled conversation with a business-sponsored agent, and named HubSpot its first CRM partner and Shopify its first ecommerce partner.
- Bloomreach released 1.318 on 16 September, which renames Bloomreach Engagement to Marketing across the product UI and ships a major Flutter SDK with new minimum platform versions.
- Adobe Journey Optimizer shipped a Journey Anomaly Detected alert on 15 September, the deterministic half of the anomaly pair whose agent half shipped on 2 September, and made Loyalty available to Healthcare Shield and Privacy and Security Shield customers.
- Treasure AI made identity resolution observable, publishing two queryable tables that record validation failures and the identifiers evicted when a profile hits its 200-association ceiling.
- Salesforce Marketing Cloud Account Engagement’s release note on disabling email open and click tracking was updated, making it the third platform on this watchlist to document a tracking switch framed as regulatory compliance.
What changed this week
| Platform | What changed | Source |
|---|---|---|
| Adobe Journey OptimizerGA (Sep 15)Product release | New Journey Anomaly Detected system alert when a live journey’s daily traffic deviates from its own historical baseline or drops to zero, across Journey Entries, Journey Exits and Event Sends. Production sandboxes only | Release notes |
| Adobe Journey OptimizerGA (Sep 15)Product release | Loyalty available for Healthcare Shield and Privacy and Security Shield customers | Release notes |
| Adobe Journey OptimizerGA (Sep 15)Product release | Decisioning in Journey simulation extended: Path Experimentation in the Optimize activity is now supported in Simulation, with routing “handled by Decisioning and random and non-deterministic per simulated user” | Release notes |
| Adobe Journey OptimizerLimited availability (Sep 1, late capture)Product release | Journey-level holdout (Limited Availability): a configured percentage of the target audience is excluded from journey entry and receives no communication, for incremental-lift measurement in Customer Journey Analytics | Release notes |
| Adobe Journey OptimizerGA (Sep 1, late capture)Breaking change | Expanded PQL reserved keywords: general keywords, time units and boolean or logical operators are now reserved. An XDM schema field name matching one must be wrapped in backticks to be referenced in a personalization expression | Release notes |
| Adobe Journey OptimizerGA (Sep 1, late capture)Product release | AI expression generation in the journey advanced expression editor moves from Limited Availability to GA; new dateDiff function; “Forever” Loyalty challenges with no end date; detach and rejoin branches on the new journey canvas | Release notes |
| Adobe Marketo EngageDeadline passed (Aug 31, late capture)Deprecation / cutover | REST API access_token query parameter deprecated and unavailable after 31 August 2026; integrations must authenticate with the Authorization header. Announcement present on the current release-notes page, deadline already passed | Current release notes |
| Adobe Marketo EngageReleased / phased rollout (late capture)Product release | Marketo Engage New UI in phased rollout throughout August and September, described as a visual update only; Disable Campaigns on Archive released, so archiving a folder disables and deschedules every campaign in that folder tree | Current release notes |
| BloomreachShipped (Sep 16–21)Product release | Release 1.318: Bloomreach Engagement is being renamed Marketing across the product UI, with no change to service, functionality or agreement terms | Changelog 1.318 |
| BloomreachShipped (Sep 16–21)Breaking change | Flutter SDK 3.0.0: adds Stream (Data hub) integration and JWT authentication for Tracking API security, adopts the iOS UIScene lifecycle for iOS 26+ and 27, and raises minimums to Flutter 3.38.0, Dart 3.10.0 and iOS 15.0. Android SDK 5.3.1 fixes App Inbox sync and cold-start push crashes | Changelog 1.318 |
| BloomreachShipped (Sep 16–21)Product release | Internal API keys created by integrations such as Shopify, BigCommerce and Omniconnect are no longer listed in Project settings > Access management > API, so they cannot be accidentally rotated or deleted | Changelog 1.318 |
| HubSpotLaunched (Sep 16)Product release | Fall 2026 Spotlight: all-new Breeze Assistant, which takes direction and “assigns the right agents to get it done”; self-updating Smart CRM; Context Home, scoring how complete a tenant’s context is and where the gaps are; Marketing Studio | Fall 2026 Spotlight |
| HubSpotLaunched (Sep 16)GTM data / partnership | First CRM to integrate ChatGPT Ads: build, budget, launch and attribute ChatGPT campaigns inside HubSpot alongside other channels. Updated ChatGPT connector runs email campaigns, creates landing pages and analyses closed-won deals from inside ChatGPT. AI Growth Bundle includes a $750 ChatGPT Ads spend match for new accounts opened by 30 September | HubSpot and OpenAI · OpenAI |
| KlaviyoShipped (Sep 16)Product release / consent | User Generated Content Consent and Use in Social: mark UGC as consent-approved and insert it from the media picker into emails, forms and flows | What’s New |
| KlaviyoShipped (Sep 14)Product release | KMTA Migration Wizard: guided move to Klaviyo-built sending infrastructure, configuring domains in one session with warming running automatically in the background | What’s New |
| KlaviyoShipped (Sep 11)Product release | Figma plugin gains EU Data Residency support, so EU-hosted accounts can sync templates and design assets | What’s New |
| KlaviyoShipped (Sep 10, late capture)Product release / consent | Quiet hours in Campaigns: text campaigns delay or skip automatically when they would land during quiet hours | What’s New |
| OpenAITesting, select US advertisers (Sep 16)Market signal / GTM data | Sponsored Agents: after clicking an ad in ChatGPT a user can open “a clearly labeled conversation with a business-sponsored agent”, stated to be distinct from ChatGPT’s independent answers and separate from the original conversation. Also an Ads Manager plugin for natural-language campaign work in ChatGPT, AI creative suggestions in Ads Manager, and opt-in AI text customization that adapts headlines to conversation context and auto-translates ad copy | Reimagining advertising with AI |
| SalesforceAnnounced (Sep 15)Agentic AI | AIforce: a live interface layer bringing Salesforce data, workflows, logic, permissions and governance to any AI interface, launching with Claudeforce, Slackforce and Agentforce Coworker. Stated properties include “every agent sees only what the person asking can see, and every action routes back through Salesforce”, Zero Data Retention, and “No new permissions model, no migration, no custom integration work” | AIforce announcement |
| SalesforceBeta, all customers (Sep 15)Agentic AI / MCP | Salesforce in Claude: a prebuilt MCP server inside Claude with 37 prebuilt sales skills, piloted by Deloitte, GitLab and Legora. Analytics with Tableau and skills for service, marketing, commerce and industries are stated as coming “in the near future”. Separately a Salesforce Development plug-in for Claude Code with more than 40 skills | AIforce announcement · Release note changes |
| SalesforceGA (Sep 15)Agentic AI | Agentforce Coworker in Lightning: “runs inside Salesforce, it operates entirely within your existing permissions and business rules, and nothing is retained outside your trust boundary”; activated with one button, no migration, no new permissions model. Salesforce states 100,000 users activated it within its first 35 days | AIforce announcement |
| SalesforceAnnounced (Sep 15)Agentic AI | Koa, Salesforce’s first CRM reasoning model, built on NVIDIA Nemotron | Salesforce newsroom |
| Salesforce Marketing Cloud Account EngagementWinter ‘27; note updated (w/o Sep 14)Product release / consent | Disable Email Open and Click Tracking release note updated: “To support evolving tracking and privacy regulations, you can now control whether email opens or clicks are tracked… Choose whether to enable or disable tracking on opens, links, or advanced metrics”, per business unit | Account Engagement release notes |
| Salesforce Marketing Cloud NextWinter ‘27; note updated (w/o Sep 14)Product release | Create and Manage Content Programmatically Using Connect API: note updated “to clarify that you use Connect API to edit content” | Release note changes |
| Salesforce (platform)Enforced in new orgs (w/o Sep 14)Breaking change | OAuth User-Agent and Hybrid User-Agent flows are blocked in new Winter ‘27 orgs, and the retirement release update was amended to state it | Release note changes |
| TealiumShipped (Sep 15)Product release | Moments API renamed Context API; all documentation updated and existing URLs redirect automatically | Release notes |
| TealiumShipped (Sep 16)Product release | Amazon Advertising tag gains Match ID mapping for cross-channel conversion measurement; Tealium Collect tag hardened against data loss when a CMP is present (both require a tag update); Zeta Global Events connector gains visitor-profile sending; Google Ad Manager Audience Integration connector batch size corrected from 100,000 to 10,000 | Release notes |
| Treasure AIShipped (Sep 14)GTM data | Real-Time Identity Log Tables: validation_failures records key/value pairs excluded from stitching, and id_changes records the identifiers evicted when an event stitches to a profile already holding 200 associations. Logging is on for every instance with no opt-in, live traffic is never blocked, and the vendor states “the log table is the only place a tracking misconfiguration surfaces” | September 2026 release note |
| Treasure AIShipped (Sep 14)GTM data | td_rt_tracking_id now reaches id_changes and validation_failures as well as activations, so one tracking ID follows an event across activation, identity and validation outcomes | September 2026 release note |
| Treasure AIShipped (Sep 17)Agentic AI | Shared Work Folders in AI Studio, with work modes deciding where each member, “and the agent acting for them”, may write: nowhere on the shared side, named top-level folders only, the whole folder, or the whole folder plus its settings. Each member keeps a private my/ area | September 2026 release note |
| Treasure AIShipped (Sep 14–17)Product release | Personalization Studio campaigns can be paused and resumed from the campaign card; an active campaign must be paused before it can be deleted. subscription_events gains AlwaysOn campaign attribution with a campaign_model field. Send Test emails gain an automatic [TEST] subject prefix | September 2026 release note |
| TwilioAnnounced (Sep 17)Deprecation / cutover | Heightened Awareness Period, 19 November 2026 to 4 January 2027: US message sending rates monitored and “may be limited at the account level for toll-free, short code, and 10DLC numbers”. High-volume short-code and toll-free accounts may be temporarily migrated to Market Throughput, with email notification; 10DLC stays on Account Based Throughput | Changelog |
| Zeotap (new to watchlist)Launched (Sep 15)Product release | Open CDP: a composable CDP running on open Apache Spark and Apache Iceberg on the customer’s own object storage, with no proprietary warehouse, no vendor cloud copy and no per-credit compute charge, positioned for DORA, national residency mandates and CLOUD Act exposure | GlobeNewswire release |
No changes this week (scanned, nothing net-new)
Scanned for the 11–17 September window with no net-new release:
- 6sense: newest release page is 2 September, republished 9 September.
- ActiveCampaign: newsroom scanned, no in-window item.
- Adobe Campaign Web User Interface: page stamped 4 September; August ‘26 release of 18 August still current. One documentation amendment observed on the v8 console page, below.
- Adobe Campaign v8 Client Console: page stamped 3 September; release 8.9.3 of 11 August still current. The Adobe Analytics 2.0 section now carries an expanded note: the upgrade re-imports the built-in
webAnalyticsSendMetricsandwebAnalyticsGetWebEventsworkflows and updates the built-in Analytics JavaScript files, so customisation of those workflows must be re-applied afterwards. - Adobe Journey Optimizer B2B: page stamped 14 September; 2026.8 of 14 August still current. Fourth consecutive edition in which the page stamp moved without a release.
- Adobe Real-Time CDP / Experience Platform: 18 August still current. The destinations catalog data-type filter is labelled “Postponed” to the September 2026 release on the August page, which answers two editions of uncertainty with the vendor’s own word.
- Braze: newest release is 20 August. On the four-week cadence a release falls due on 17 September and had not been published at the time of this scan. The releases home has been rebuilt as a single filterable feed rather than an index of dated pages.
- Cordial: both monitored routes return 404, third confirmation.
- Insider: Android SDK 17.1.0 of 7 September and iOS SDK 16.0.0 of 31 August remain newest. No cross-platform bridge has received App Frames.
- Iterable: August’s Monthly Release of 18 August still current; the September monthly release has not appeared.
- MoEngage: August 2026 release still newest.
- Optimizely: newest press item is 1 September.
- Optimove: August 2026 is the newest What’s New; September not yet published on a monthly cadence.
- Pega, Sprinklr, Zeta Global, Braze newsroom: newsrooms scanned, no in-window item.
- Salesforce Marketing Cloud Engagement: Marketing release-note changes read “No changes since the initial publication” for August, with no September section.
- Salesforce Personalization, Marketing Intelligence, Loyalty Management: no in-window change-log entry.
- CNIL: newest publications are 10 September (personal-data implications of the e-invoicing reform) and 9 September (publication of a €300,000 sanction against EXTIA decided 21 July 2026). Nothing in window.
- Garante per la protezione dei dati personali: newest comunicato is 3 September. Nothing in window. The open-tracking pixel compliance term of 29 October 2026 is unchanged.
- Gartner Magic Quadrant for Multichannel Marketing Hubs: the 2026 edition had not been published at the time of this scan; the 2025 edition was published on 24 September 2025.
Scanned but unresolved, reported as source states rather than vendor silence:
- Segment (Twilio): the product-filtered changelog route works and is stable, and the newest Segment-tagged entry remains 21 January 2026. Recorded as monitored with an unconfirmed feed. From the same feed: classic Journeys reaches end of life in Q2 2027, and creating or editing classic Journeys stopped on 25 June 2026.
- Mailchimp (Intuit): no usable release-notes route, sixth edition.
- Insider platform-level release notes: the academy carries SDK changelogs only; web, email and panel-side changes remain untracked.
- Hightouch “Agentic CDP” of 26 August: untraced, fourth edition.
Watching next (Week 39)
- Braze’s 17 September release, which had not published at scan time, and whether the MCP tool inventory appears in it.
- Gartner Magic Quadrant for Multichannel Marketing Hubs 2026, due imminently on the 2025 cadence.
- Marketo September ‘26 release on 25 September, and whether Script Builder ships with documentation after five editions of “Coming soon”.
- Salesforce in Claude: when marketing skills join the 37 sales skills, and what the MCP server’s tool inventory and write scope are.
- OpenAI Sponsored Agents: what an advertiser is shown about a conversation conducted on its behalf.
- Bloomreach rename: whether documentation URLs, API surfaces and SDK package names follow the UI rename from Engagement to Marketing.
- Marketo static-list limit, error 1003, 30 September, and AJO Dataset TTL guardrail on existing sandboxes, 1 October.
- Garante open-tracking pixel compliance term, 29 October, now paired with three documented vendor controls: Adobe Campaign’s Web UI open-tracking toggle, Klaviyo Manage Click Tracking, and Account Engagement’s per-business-unit tracking settings.
- Twilio Heightened Awareness Period from 19 November, for anyone running a Black Friday SMS programme.
- IAB Tech Lab GPP public comment, which closed on 11 September.
How this is compiled. This record is built from official release notes, changelogs and vendor newsrooms, read as rendered pages in a browser or through vendor-published Markdown and feed routes, with an AI first-pass scan followed by human review and editing. Every item is checked against a primary source before it appears here, and aggregator listings are used to detect items, never to date or cite them. Anything not confirmed against a primary source is flagged inline. Dates and status are as of the current-as-of date above and can change.
Corrections and method notes. Corrections are welcome and late-captured items are logged transparently rather than backdated. This edition carries eight late captures: six Adobe Journey Optimizer items with an availability date of 1 September that fell between two editions’ windows, including the expanded PQL reserved-keyword list that can break an existing personalization expression; Klaviyo’s Quiet hours in Campaigns of 10 September; and two Marketo announcements present on the current release-notes page that no earlier edition recorded, one of them a REST API authentication deprecation whose 31 August deadline has already passed. No aggregator mis-dating was found this week, the first clean result in five editions, although the CDP Institute continues to list Insider One Zero Copy Segmentation for Snowflake under 27 August 2026 against a vendor date of 2 June 2026, now a fifth consecutive observation. Two source states are reported as states rather than as silence: Segment’s replacement route is live but has carried nothing since January 2026, and Mailchimp still has no route. One route change is recorded: Braze has rebuilt its releases home as a single filterable feed. The Salesforce Agentforce Platform Enabled by Default release note, carried from the previous edition, was not re-read at source this run and is therefore not reported on here.
MarTech Watch is compiled and edited by Andrea Veggiani, Head of Cross-Channel Marketing & MarTech Solutions at BitBang.