Insight visibility is becoming a number one request amongst enterprises looking to enhance their experiences effectively.
This week’s announcements from Google, Cordial and Twilio show that customers are now looking for vendors that can connect trusted customer, product and interaction data to real-time decisions, without losing oversight of how those decisions are made.
With customer data becoming an operational layer for agents, the stakes for data quality, shared definitions, and governance are raised.
An AI agent can only personalize responsibly if it understands what a customer signal means, can access the right context at the right time, and knows when to defer to a human.
Speaking with CX Today, Tara DeZao, Senior Product Marketing Director at Pega, emphasized the importance of reacting in real-time.
“If you get the interaction wrong the first time, it’s really important to correct that interaction in real time. And that’s where adaptive decisioning comes in.”
For CX leaders, ensuring effective intelligence can support consistent decisions across products and services, while maintaining a clear audit trail and a credible recovery path when automation gets it wrong.
Google and NIQ Target the Measurement Gap in Agentic Commerce
One of the most notable data announcements this week arose from the partnership between Google and NielsenIQ, focusing on making agentic commerce accurate and measurable.
By connecting AI product recommendations to availability, purchase behavior, and marketing outcomes, the collaboration brings together Google’s Shopping Graph, which includes more than 60 billion product listings, with NIQ’s Commerce Intelligence capabilities.
Most notably, NIQ's product Intelligence covers more than 250 million products, while its Store Intelligence tracks retail locations and sales across 90 countries.
Ashish Gupta, VP/GM Merchant Shopping at Google, revealed how this partnership will support the next phase of agentic commerce experiences.
“While every brand is pursuing AI-driven growth, autonomous agents are only as reliable as the data behind them,” he said.
“Part of our partnership with NIQ helps us examine how their rich catalog and availability data can best support new agentic commerce experiences."
This data layer aims to help AI systems determine whether a recommended product is relevant, available locally, and ultimately purchased.
As AI assistants play a larger role in discovery and buying, brands need visibility beyond clicks and recommendations.
For a successful experience, they first need to understand whether an AI-led journey resulted in a meaningful customer outcome.
NIQ’s integration of Google’s open-source Meridian marketing-mix-model framework into its Cadence platform is also included in the partnership, allowing brands to combine retail sales data with always-on measurement, experimentation and spend optimization.
For CX leaders, this offers a route toward closed-loop commerce measurement, however, the challenge will be validating the recommendations and attribution models that sit between discovery and purchase.
Cordial Opens Its CDP to the AI Assistants Marketers Already Use
Joining the API-first trend, Cordial has recently launched a headless version of its embedded customer data platform, enabling marketers to explore real-time customer data and plan programs from the AI assistants where they increasingly work.
Having previously launched headless AI infrastructure earlier this year, the company is now exposing its data and capabilities through MCP architecture.
From here, enterprise customers can now bring real-time audience and customer data into Claude, ChatGPT, Microsoft Copilot and custom agents.