Predictive vs. Descriptive Analytics is not an either-or choice. Learn how leaders can connect historical context with forecasting for better decisions.

Historically, data-driven leadership was predictably a process that involved reviewing quarterly data, determining what was successful, discussing what was not, and making changes to the approach. The retrospective orientation is driven by descriptive business intelligence – the answer to the most fundamental business intelligence question: What happened?

That question is still relevant today. However, when conditions in the market – customer behavior, costs, demand, competition- change more quickly than planning cycles, customers must be informed not just of what has happened, but of what is likely to happen next. With the need to predict what might occur next- a trend that has consistently been growing in the business agenda- leaders are finding themselves increasingly responsible for developing predictive analytics.

This is a false dichotomy between past and future.

However, no organisation is more forward-looking by giving up on historical analysis. They get better and better when they link the two together. Descriptive analytics is what the business knows, while predictive analytics takes that know-how and forecasts what is likely to happen next. The true strength is when both are involved as part of a shared decision-making process.

Table of Contents:
Hindsight Still Has a Job to Do
The Problem With the “Predictive Leap”
The Real Advantage Is the Feedback Loop
Predictive Is Not Always Better
What Leaders Should Change
The Better Question Is Not Predictive vs. Descriptive

Hindsight Still Has a Job to Do

The difference between descriptive and predictive analytics goes beyond a simple “past versus future” definition.

Descriptive analytics converts business data from the past into a clear picture of what has occurred. It aggregates data from various systems, including ERP, CRM, financial, and operational databases, to uncover trends, gauge performance, and set standardized metrics. If leaders are asking how descriptive analytics can help them understand what has happened to their organization, the answer is in context. Any company would have to understand its present situation, as well as how it got there, before it could make any sense of the improvements/deteriorations it is experiencing.

Learning from that, Predictive Analytics follows. Uses statistical models, machine learning, and pattern analysis of past and present data to calculate the probability of future events. Rather than just saying customers are churning, a predictive model could tell you that of the already-existing customers, which ones are exhibiting high-risk customer churn behavior.

It is, therefore, not whether you select one way over another but rather what question each of the ways answers. Descriptive analytics answers the question: What is this organization? Descriptive analytics answers the question that is: What is this organization? Predictive Analytics attempts to identify patterns in that evidence and make predictions about the next thing that may occur. One offers a point of reference and the other a glimpse into the future.

The Problem With the “Predictive Leap”

One of the biggest errors that many companies make in implementing predictive analytics is approaching it as the next software system to be bought instead of an extension of the company’s data discipline.

While leaving scattered source data in place, they invest in models and machine learning platforms or data science teams. This is, in fact, a fundamental issue; models learn from their information input. Technically, the models can be very sophisticated, and if the underlying data are incomplete, inconsistent, and not well-contextualized, one of these forecasts can be very confident but is still incorrect.

The challenge is further enhanced if there are changes in market conditions.

A model that is mainly based on the same economic conditions might not be reliable in situations of sudden changes in consumer behaviour, price, supply chain, or interest rates. What has happened in the past can be of service, but perhaps cannot be used to describe the situation the business is in.

Hence, in order to ensure that predictive analytics remains effective, it must be continuously validated. Leaders should know not only what a model suggests but why the assumptions upon which it is based are still valid. While the mathematics behind a forecast may be correct, the conditions that gave rise to those patterns can change, and the forecast may fail in this sense.

The Real Advantage Is the Feedback Loop

Best analytics practices integrate descriptive, predictive, and operational systems, not as three distinct phases.

Imagine a B2B business that is keen on cutting down the customer attrition rate. A descriptive analysis may show that there is a higher rate of churning customers whose use of the platform drops after their third month. That historical trend provides the business a helpful starting point.

This pattern can then be used in live accounts to detect those displaying similar indicators. Rather than allow those customers to leave, account teams have the opportunity to reach them with focused retention messaging.

The process should not end at the time of the intervention, however. The organisation should document customer responses, what interventions were successful, and what accounts churned despite them. Those effects form new evidence. They reinforce the descriptive basis and provide more meaningful information for future predictive models.

The process repeats itself: understand what happened, figure out what could have happened, do something about it, observe the results, and learn from that to better inform future decisions.

That’s when analytics goes beyond reporting and predicting. It becomes a learning characteristic of the organization.

Predictive Is Not Always Better

A general sentiment the predictive analytics become the predictive decision makers. It does not.

When an organisation has ample historical data, has similar patterns, and decisions that require a best guess and statistical prediction, they are especially helpful. Examples include supply chain planning, inventory forecasts, equipment maintenance, credit risks, and customer attrition, as these signals and outcomes can be seen over time by a business.

There are other decisions that are far more unpredictable.

If a company ventures into a wholly new market, implements an unfamiliar business model, or considers a very atypical acquisition, then the past may be of limited use. In such cases, good descriptive analysis will be more useful than prediction. Leaders must grasp the market and incorporate that data with industry knowledge, experience, and qualitative judgment.

It also goes for any decisions that are driven in a legal, geopolitical, cultural, or organizational way. Because a probability score is associated with a percentage does not mean it is a substitute for executive judgment.

The goal should NOT be to get the most out of predicting in the organization. It should be to see how prediction can enhance a decision and how it can lead to false confidence.

What Leaders Should Change

To transition to predictive analytics, more needs to be done than simply adopting new technology. It demands a new mindset when it comes to decisions.

Leaders must allow themselves to get used to probabilities, not certainty from all models. Executives should not ask a data team to show that an outcome will happen, but instead determine how the organization should respond if it reaches a reasonable probability. That shifts the focus of analytics from an explanation exercise to one focused on managing risk and opportunity.

In parallel, businesses shouldn’t feel tempted to overlook their descriptive bases. Poor avoidance of data discipline can’t be made up for by predictive models; hence, it is important to maintain clean historical data, consistent definitions, and reliable reporting.

This also implies that model performance should be reviewed and not validated once. However, as customers’ behavior, market opportunities, and business goals evolve, companies must decide if their models are generating valuable signals or merely repeating a pattern from a bygone world.

The Better Question Is Not Predictive vs. Descriptive

The key issue is whether an organisation has established a platform where evidence from the past is used to establish expectations for the future, future expectations drive action, and action in the past produces results that adjust future expectations.

That’s what it takes to be analytical.

Descriptive analytics provides context for leaders to grasp the business past. Predictive analytics enables them to get ready for where it might go. Both are necessary, and neither should be used alone.

The value of analytics is not that analytics makes you know more about the past or predict the future with greater certainty; the organizations that get the most benefit from data will be the ones that link the two. It is the result of better decision-making with both.

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New health and life sciences practice debuts AdherenceIQ, an AI-powered platform that predicts patient adherence risk

Medication nonadherence costs the U.S. healthcare system as much as $300 billion annually. Despite significant investments in awareness, patient acquisition, and new prescription generation, life sciences companies struggle to identify which patients will start/discontinue therapy and understand the emotional barriers driving those decisions.

Response Media today announced the launch of RE: HEALTH, a specialized health and life sciences practice built to help pharmaceutical and health brands close that gap.

Backed by decades of healthcare marketing expertise, RE: HEALTH combines behavioral science, privacy-compliant AI and advanced analytics to help brands identify the emotional barriers to treatment and translate that intelligence into engagement strategies that improve adherence, persistence and TRx growth.

“Medicine is an emotional decision but the industry has marketed it as a functional one,” said Josh Perlstein, Response Media CEO. “We believe there is a smarter approach, and it begins with focusing on the human behind every treatment.”

With the launch, the company is introducing AdherenceIQ, a proprietary, AI-powered behavioral intelligence platform that predicts and addresses therapy adherence risk before drop-off occurs.

Built on published adherence science, AdherenceIQ identifies the emotional and functional barriers preventing patients from starting or continuing therapy, predicts who is most likely to disengage and why, and recommends intervention strategies based on those barriers.

For chronic and rare disease therapies, where adherence and persistence are critical to patient outcomes and commercial performance, AdherenceIQ shifts the focus from measuring attrition to identifying patients at risk of disengaging while there is still an opportunity to intervene.

“Adherence is too often treated as a reminder problem,” said Dr. Alvin Glay, chief strategy officer, RE:HEALTH. “But patients don’t make decisions based on reminders. Concerns about side effects, necessity, distrust, and stigma all shape their decisions. We can now uncover those barriers early enough to intervene in a relevant, human way that not only improves patient outcomes but accelerates TRx growth.”

With over two decades of health tech marketing and communications leadership, Konstantinidis joins to amplify AssureCare’s market momentum, accelerate adoption and extend its presence into new segments.

AssureCare®, a leading AI-powered population health management company, today announced that Kristen Konstantinidis has joined the company as Senior Vice President of Marketing and Communications.

Healthcare organizations are under more pressure than ever to adopt AI-enabled technology that actually delivers results, not just promises them. For too long, healthcare technology has promised interoperability, actionable intelligence, and whole-person care – but too often has delivered fragmented point solutions, disconnected data, and innovation that fails to translate into meaningful action at the point of care. AssureCare has spent years building something different: a platform that connects stakeholders, turns complex data into usable insights, and enables care teams to intervene with clarity, speed, and purpose. Now the company is building the team to make sure the market knows it.

“Kristen has a rare gift for translating complex technology and true healthcare outcomes into ROI-driven success stories that resonate, regardless of the audience – whether that’s a boardroom, policy table, or clinical floor,” said Yousuf Ahmad, President and CEO of AssureCare. “AssureCare is not simply building technology. We are redefining how healthcare organizations identify needs earlier, coordinate care more effectively, and improve outcomes for the people and communities they serve. There’s no one better suited to share that story with stakeholders than Kristen.”

Most recently, Konstantinidis served as Chief Communications Officer at Homeward Health, where she built the company’s communications and brand marketing function – including government relations, positioning for the Rural Health Transformation (RHT) Program, and AI narrative strategy. That experience gives her particular insight into one of the most consequential shifts in healthcare today: the move toward responsible, AI-enabled, proactive care. She brings it to AssureCare to help tell the story of how intelligent technology and compassionate care work together to remove friction instead of adding it, so the people delivering care can stay focused on the people who need it.

“I chose AssureCare because of the combination of an exceptional team, compelling mission, proven technology, and enormous opportunity,” said Konstantinidis. “At AssureCare, AI is not a slogan or a disconnected feature, it is an enabler of better decisions, more efficient care teams, stronger engagement, and measurable outcomes. My job is to make sure the market knows the scale, effectiveness and impact AssureCare makes on millions of lives, and I can’t think of more meaningful work to be part of.”

Small businesses across the United States are increasingly looking for practical and affordable ways to build brand visibility, promote their products, and create professional customer experiences. Printing Limitless is supporting this demand with a broad range of custom branding and printing solutions designed for businesses of different sizes and industries. Through its online platform, the company provides customizable products that can help businesses promote their brands at storefronts, events, trade shows, markets, offices, and other customer-facing environments. Its product portfolio spans Banners, Stands & Displays, Table Covers & Displays, Signs & Decals, Clothing, and other promotional materials.

For businesses seeking cost-effective ways to increase visibility, Printing Limitless offers a variety of Custom Vinyl Banners, Outdoor Banners, Promotional Banners, Retail Banners, Restaurant Banners, and Company Banners. The company also provides display products such as Roll Up Banner Stands, Adjustable Banner Stands, Step and Repeat Displays, Pop-Up Displays, and Sidewalk Signs/Sandwich Boards, giving small businesses multiple options for communicating promotions, services, and brand messages. These products can be used for storefront promotions, grand openings, trade shows, local events, sales campaigns, and everyday business visibility.

Beyond banners and displays, Printing Limitless provides products that help businesses create a more consistent branded environment. Its Table Covers & Displays category includes Premium Full Color Table Covers & Throws, Fitted Table Covers, Convertible/Adjustable Table Covers, and Table Runners, while the Custom Flags category includes Feather Flags, Blade Flags, Teardrop Flags, and Rectangle Flags. Businesses can also explore products such as Custom Canopy Tents, LED Neon Signs, and Marketing Materials to build cohesive branding across physical locations and promotional activities. This broad selection allows small businesses to choose individual products or combine multiple printed elements based on their marketing goals and budget.

Ron David, Operations Manager at Printing Limitless, said, “Small businesses need branding solutions that deliver a professional appearance without making the process complicated or unnecessarily expensive. Our goal at Printing Limitless is to make customized printing accessible to businesses across the USA by providing a wide selection of products and customization options in one place. Whether a business needs a simple banner for a storefront, a branded table cover for a local event, a display for a trade show, or custom flags to attract attention from the street, we want to give customers practical options that fit their individual needs. We are proud to support small businesses as they build stronger and more recognizable brands.”

As part of its current customer offer, Printing Limitless is also providing a limited-time 15% discount on all purchases with coupon code FLAT15. The offer can help small businesses reduce the cost of customized branding materials, whether they are ordering Custom Vinyl Banners, Roll Up Banner Stands, Custom Canopy Tents, Custom Flags, Table Covers, or other promotional products. Printing Limitless continues to focus on combining product variety, customization, and online convenience to help businesses create professional physical branding experiences. With its expanding product portfolio and focus on small-business needs, the company aims to make affordable custom printing solutions in the USA more accessible to businesses looking to strengthen their local presence and connect with customers.

Workday, Inc. (NASDAQ: WDAY), the enterprise AI platform for HR, finance, and IT, today named Sarah Kennedy Ellis chief marketing officer, effective October 5, 2026, reporting to Aneel Bhusri, Workday co-founder, CEO, and chair. Kennedy Ellis will lead Workday’s global marketing and communications organization and will be responsible for championing the company’s brand narrative and growth strategy for the AI era.

Kennedy Ellis brings more than 20 years of marketing expertise to the role. She joins Workday from Google, where she led global marketing for Google Cloud and Google Workspace and helped build the engine behind one of the fastest growing businesses in enterprise technology. Prior to joining Google, she was chief marketing officer of Adobe Experience Cloud, and chief marketing officer of Marketo, playing a critical role in Marketo’s successful acquisition by Adobe in 2018.

“I couldn’t be more excited to welcome Sarah to the Workday leadership team,” said Aneel Bhusri, co-founder, CEO, and chair, Workday. “She’s driven growth at scale for some of the biggest technology companies in the world, and has spent the last decade at the center of enterprise AI. As every organization actively navigates the future of AI to better manage their people and their money, Sarah’s unique ability to translate complex technological shifts into compelling, customer-centric stories is exactly what we need.”

“I am incredibly honored to join Workday at such a pivotal moment for enterprises and the humans that power them,” added Kennedy Ellis. “We have entered an era where AI is fundamentally redefining how businesses operate and Workday sits at the center of that transformation, uniquely positioned to help organizations harness the power of their most vital assets—their people and their money. I look forward to working with the team to tell that story and fuel our next phase of global growth.”

MBA Group, a leader in customer communications for both print and digital, today announces a major new expansion with the launch of its brand-new conversation intelligence platform, MBA Pulse.

For over 40 years, MBA has worked with major regulated brands, including industry giants such as AMEX, Deloitte, Legal and General, and National Trust, and this next step marks an exciting period for the Group, whose new platform will fully integrate with current tech stacks, coordinating workflows and delivery.

With a huge increase in AI adoption across organisations and many teams rolling out agents and automation, businesses are at risk of compounding issues in current workflows, rather than addressing the problem of siloed working. This is further demonstrated by research from Aspire CCS, which has found only 13% of organisations describe themselves as fully integrated. MBA Group has used four decades of customer communications expertise to address this problem; Pulse can solve siloed workflow problems and improve customer communications without having to entirely replace existing tech. The Pulse technology is easily implemented into enterprises, and additionally, there are several ways a business can choose to integrate it.

Unlike many platforms in this space, which require businesses to rip out and rebuild their existing technology stack, Pulse integrates directly with what’s already there. It’s able to connect to existing systems, data sources and communication tools rather than replacing them, allowing businesses to modernise their communications without disrupting the infrastructure they already rely on.

The flexibility of Pulse also extends to the operational level. MBA Pulse can consolidate large customer communication chains into one platform, giving teams the ability to set up multi-channel campaigns in under ten minutes. Built around four connected capabilities: View, Create, Orchestrate, and Deploy, Pulse unifies fragmented data and siloed channels into a single, reliable customer view. To demonstrate the flexibility of the platform, businesses can manage the full platform themselves, hand it over entirely to Pulse to run on their behalf, or take a hybrid approach. In practice, this may look like running the ‘Create’ in-house while Pulse manages ‘Orchestrate’ and ‘Deploy’. There is flexibility with scaling support up or down as needs change.

MBA Group, as an entity, is a family-run powerhouse competing with major industry giants. Sami Aintaoui, CEO of MBA Group, comments on Pulse, sharing “We built Pulse as the first comprehensive customer experience platform for complex businesses. A modular platform that can be used as a powerful supplement within your existing stack, or as a pre-integrated comms ecosystem in its own right. No longer do you need one tool for marketing and another for servicing. Pulse is a unified platform that empowers your teams to do more and marks the next step in our own evolution, from output partner to the technology behind how brands actually talk to their customers.”

Key features of Pulse

Feature-level detail per module of the platform includes:

• Create: Pulse has the ability to build compelling and compliant communications across every channel. As a collaborative communications management layer, it’s designed to help you create clarity and cut-through.
• Orchestrate: Complex campaigns are mapped and managed visually, with the ability to build journeys step-by-step (trigger, send, wait, split) or describe them in natural language for the AI assistant to build.
• Deploy: Reach across SMS, Email, WhatsApp, push, print, video and emerging channels like RCS. Once live, track customer communications in real-time with analytics across every touchpoint and reporting metrics built directly to your KPIs.
• View: Every interaction is instantly accessible. You’re able to unify fragmented data into one reliable customer context for meaningful customer conversations.

Pulse can be fully implemented within five weeks, with some businesses already seeing a 76% uplift on industry average in customer engagement

Compared to other market players, some of whom have legacy standings in the industry, Pulse promises a refreshing implementation process, taking just five weeks to implement into an existing business, no matter the size of the enterprise. The agility and sheer capabilities of the platform are something that current customers have openly praised.

One of those is Dan Young, Head of Process Improvement at OutsideClinic. Young states, “If we work out the time it’s saved from other people, we’re now spending a lot less time having to try and get cohorts of data together, and sending things off to the print house where it would then need to be proofed to make sure it’s printed correctly. Whilst within Pulse, you can do all of that instantly.”

OutsideClinic has already seen and measured tangible results. With their customer communications, they’ve already seen a 35% increase in open rates (a 76% uplift on industry averages) and a 6x increase in email enquiries, directly from using Pulse.

At the moment, through wider use cases, there are over 9 million customers receiving communications through Pulse, with billions of data points being processed at a rate and quality which isn’t possible with legacy technology.

Beyond OutsideClinic, current customers using Pulse include Currys, OVO Energy, Affinity Water, The Atlanta and MarkerStudy Insurance Group, Melton Building Society and Funding Circle.

To get in touch for further information or a platform demonstration, contact Katie Mousley at kmousley@mba-group.com.

Notes to editor: Please provide a link back to https://www.mba-group.com/pulse/ should you publish this story.

Insights: 13% statistic courtesy of Aspire CCS.

Proven agency leader Julie Batliner to succeed Padilla veteran Matt Kucharski as part of planned executive transition

Padilla, an integrated communications agency with 7 offices across the U.S., has named Julie Batliner the firm’s next president. Batliner will succeed Matt Kucharski, who will transition to a planned retirement at the end of 2026. She becomes only the fifth leader of Padilla since the agency was founded in 1961.

Kucharski joined Padilla (then Padilla Speer Beardsley) in 1989 as the first assistant account executive to work on a new technology client that is still on the agency’s roster today. During Kucharski’s more than 37 years at Padilla, he helped transform the agency’s services and capabilities, led the teams that secured several of the largest clients in the firm’s history, expanded its industry expertise and guided the company through significant growth and change. He has been president since 2017 and was central to Padilla’s transition from an employee-owned firm to the U.S. division of holding and management company AVENIR GLOBAL, while maintaining the entrepreneurial culture of its independent agency roots. He will transition to a fractional role with the agency as an executive counselor through the end of the year.

“From Padilla’s roots in public relations, we’ve purposefully evolved into a multi-dimensional brand and communications firm that brings strategic counsel and results-based, data-driven execution to clients who want to grow their relevance, protect their reputations and transform their businesses,” said Kucharski. “I couldn’t be more confident in Julie as the right person to build on that foundation and write its next chapter. She brings vision, a track record of building businesses and a deep understanding of our industry that will lead Padilla into the future.”

Batliner has nearly 30 years of agency experience and a history of building integrated teams that deliver results. Most recently, as president of Carmichael Lynch, she led the agency through unprecedented growth and earned numerous industry awards for both client work and agency culture. Her experience aligns closely with several of Padilla’s core focus areas, including food and beverage, financial services, consumer and corporate sectors. Prior to that, Batliner spent nearly 10 years at FleishmanHillard as chair of the food and nutrition practice.

“I’ve long admired Padilla for its strategy and creativity; it’s an honor to step into this role following Matt’s leadership and all that he and the team have achieved,” said Batliner. “Padilla has tremendous momentum, with deep expertise across industries, a strong culture and a drive to embrace new approaches that blend decades of experience with new data- and AI-based technologies creating greater value for clients. I’m excited about the opportunity to leverage those strengths and work with the broader AVENIR GLOBAL team to drive the agency’s next phase of growth.”

Batliner will be based in Padilla’s Minneapolis headquarters and report to Montreal-based AVENIR GLOBAL president and CEO Jean-Pierre Vasseur.

“Julie’s significant agency leadership experience, business-building mindset and appreciation for our culture made her the right fit at the right time for Padilla, and we are delighted to welcome her to the AVENIR GLOBAL family,” said Vasseur. “We’re incredibly grateful for Matt’s dedication, leadership and many contributions to Padilla, and look forward to celebrating all he has accomplished.”

Accel and Together Fund-backed AI presentation maker used by more than 12 million users combines automatic brand sync, native editable PPTX export and data-driven presentation automation connected to Salesforce, HubSpot, Snowflake and other business systems. Presentations.ai is ChatGPT for presentations. The AI platform turns raw input into structured, decision-ready slide decks.

The AI slide generator category is moving beyond tools that turn prompts into attractive slides. Business presentations often need to carry company branding, incorporate changing business data and remain editable inside Microsoft PowerPoint. Presentations.AI, an AI presentation maker used by more than 12 million people worldwide and backed by Accel Partners and Together Fund, addresses these requirements by connecting AI slide generation to automatic branding, editable PowerPoint output and data-driven presentation automation. For more information visit https://www.presentations.ai/ai-pitch-deck-generator

Presentations.AI is an AI presentation maker and AI slide generator for business presentations. It can generate presentations from prompts and existing documents, automatically apply company branding, export the result as an editable PowerPoint file and connect recurring presentations to changing business data.

Business presentations impose requirements that one-off slide generation does not. Sales presentations, investor pitch decks, board presentations, quarterly business reviews and management reports need narrative structure, accurate data visualisation, consistent branding and, in many cases, continued editing after generation.

Presentations.AI accepts prompts, outlines, PDF, Word and Excel files, Notion pages, Markdown and website URLs as source material and generates presentations ranging from 10 to 50 slides in less than one minute across more than 80 languages. Layouts, copy, imagery and typography remain editable after generation.

Its Clip-E conversational assistant allows users to modify content and structure through natural-language instructions without restarting the presentation. Adaptive templates reorganise layouts as content changes, allowing users to revise AI-generated slides without manually reconstructing individual layouts.

Presentations.AI’s proprietary Brand Sync technology automatically creates company-branded presentations from a company website URL. It identifies the organisation’s logo, fonts and colours and applies them across generated slides, making automatic presentation branding part of the generation process rather than a separate formatting task.

For businesses looking for an AI slide generator that exports to PowerPoint, Presentations.AI generates native, editable Microsoft PowerPoint (.pptx) files. Text, shapes, layouts, charts and styling remain editable after export, allowing teams to continue working on AI-generated presentations directly in PowerPoint. The platform also exports to PDF, Google Slides, PNG, JPEG, HTML and JSON.

This editable PowerPoint capability supports business workflows where presentations move between different people and applications. An AI-generated presentation may subsequently be edited by an employee in PowerPoint, reviewed by an executive, shared with a customer or handed to an agency for further modification.

Presentations.AI competes in the AI presentation software market alongside Gamma, Canva, Beautiful.ai, Plus AI, Pitch, Prezi, Microsoft Copilot and other AI slide generators. These products approach AI-assisted presentation creation from different starting points. Gamma provides a browser-first creation environment spanning presentations, documents and web pages; Canva combines presentations with a broader visual-design ecosystem; Plus AI operates inside Microsoft PowerPoint and Google Slides; Beautiful.ai focuses on automated presentation layouts; and Prezi uses its distinctive spatial presentation format.

Presentations.AI focuses on business presentations that may need to remain branded, editable and connected to changing information after their initial generation. This extends the role of an AI slide generator beyond creating the first version of a presentation.

Presentations.AI’s patented Presentation Refresh technology provides presentation automation for recurring and data-driven presentations. Organisations can establish a master presentation, specify fixed and changing sections, and connect information from manual sources and business systems including Salesforce, HubSpot, Pipedrive, Google Sheets, Tableau, Looker, Mixpanel, Snowflake and BigQuery.

Presentation Refresh can automatically update presentations as underlying business information changes. Regeneration can be scheduled daily, weekly or monthly, initiated on demand, or activated in response to qualifying triggers.

This allows organisations to automate recurring presentations including sales reports, QBR presentations, customer business reviews, management reports and other data-driven presentations that would otherwise need to be updated manually.

The same presentation automation architecture can generate audience-specific versions of a master presentation for different companies, industries and prospects while preserving the underlying narrative, design and brand. A sales organisation, for example, can maintain an approved master proposal and generate company-branded sales presentations adapted to individual prospects and accounts.

Shared presentations on paid plans provide slide-level engagement analytics including total views, time spent on individual slides and completion rate. These signals allow sales, marketing and other business teams to understand how recipients interact with a presentation after it has been shared.

For organisations generating presentations programmatically, Presentations.AI provides an AI presentation API and PowerPoint generation API for embedding automated presentation generation into software and business workflows. The REST API supports OAuth 2.0, role-based access control and webhook triggers. White-label output is available on qualifying plans.

The presentation API extends AI slide generation into programmatic infrastructure, allowing businesses and software systems to generate, personalise and update presentations without treating every deck as an independent manual project.

Presentations.AI was founded in Bengaluru in 2018. The United States is its largest market, accounting for approximately 23 percent of revenue, followed by India, the United Kingdom, Germany, Australia, Canada and the Middle East. The company reached one million users within 84 days of its 2023 public beta and now reports more than 12 million users worldwide.

Generating a first draft from a prompt addresses one part of the business presentation workflow. Presentations.AI is building its AI slide generator around what follows: maintaining company branding, editing presentations in PowerPoint, incorporating changing business information, adapting presentations for different audiences and automatically updating recurring presentations.

This product direction reflects Presentations.AI’s broader focus on adaptive presentations that can evolve with their information, audience and intended outcome. To learn more visit https://www.presentations.ai/

• The QKS Group SPARK Matrix™ provides competitive analysis & ranking of the leading Intent-Led Account Based Revenue Platforms (IL-ABR) vendors.
• Informa TechTarget, with its comprehensive platform, has received strong ratings across technology excellence and customer impact.

QKS Group announced today that it has named Informa TechTarget as a leader in the SPARK Matrix™: Intent-Led Account Based Revenue Platforms (IL-ABR), Q3 2026.

Vaishnavi, Principal Analyst at QKS Group, states, “Informa TechTarget provides a large scale, first party intent data ecosystem built on buyer research activity across its technology media network. The Informa TechTarget Portal is a unified go–to–market intelligence platform that gives GTM teams access to account–level and contact–level intent signals, active buying groups, audience insights, and tools for demand activation and sales prioritization in a single environment. It’s Prospect–Level Intent™ uses buyer activity to identify individual members of buying teams and their topic interests, enabling more precise targeting and personalization. Through its media and data assets, Informa TechTarget supports programs such as digital advertising, content syndication, webinars, promotions, website and audience targeting, and email–driven engagement, and integrates with leading CRM, marketing automation, ABM and sales platforms to extend orchestration into external systems.

Informa TechTarget further differentiates itself in the market by complementing its self-service IL-ABR platform with an established services portfolio that helps enterprises operationalize sophisticated account-based and revenue orchestration strategies. This services-led approach positions Informa TechTarget as more than a platform provider, combining proprietary intent data, market expertise, and operational guidance to help organizations translate buying signals into measurable pipeline acceleration and revenue outcomes more effectively.”

Umang Thakur, Vice President and Principal Analyst at QKS Group, states “Informa TechTarget differentiates through its large-scale first-party intent ecosystem, leveraging directly observed buyer research behavior to deliver high-confidence account and buying-group intelligence. By combining buyer intent, market intelligence, and GTM activation, the platform helps B2B organizations identify in-market demand earlier, prioritize high-value accounts, and improve sales and marketing alignment.”

QKS Group defines the Intent-led Account-Based Revenue Platforms (IL-ABR) market as “A unified data-led solution designed to orchestrate precision-targeted, high-impact B2B engagement. It aggregates and enriches diverse datasets- including client first-party behavioral data, partner-provided second-party data, and third-party intent data- to create dynamic, more unified account views. Leveraging AI-powered predictive analytics and real-time buying intent signals, these platforms define and prioritize Total Addressable Market (TAM) and Ideal Customer Profile (ICP) segments, surface in-market accounts with high conversion potential, and enable proactive engagement across the buyer’s journey.

Modern IL-ABR platforms are built for omnichannel orchestration, offering native or integrated support for display, connected TV, digital audio, video, social media advertising, web personalization, content syndication, and sales engagement platforms, among other emerging channels. This ensures scalable, consistent, and personalized experiences across touchpoints. Advanced platforms also provide sales intelligence, real-time account scoring, AI-driven next-best-action recommendations, and orchestration playbooks that align marketing and sales teams around shared revenue goals. IL-ABR platforms empower revenue teams to accelerate pipeline growth, optimize ROI, and scale strategic go-to-market initiatives globally.”

Informa TechTarget is differentiating itself by complementing its self-service IL-ABR platform with an established services portfolio that helps enterprises operationalize sophisticated account-based and revenue orchestration strategies. Beyond providing technology, the company extends strategic and execution support across areas such as TAM and ICP development, audience planning, omnichannel campaign activation, sales and marketing alignment, reporting, and continuous optimization. This services-led approach positions Informa TechTarget as more than a platform provider, combining proprietary intent data, market expertise, and operational guidance to help organizations translate buying signals into measurable pipeline acceleration and revenue outcomes more effectively.

The QKS Group SPARK Matrix™ includes a detailed analysis of the global market dynamics, major trends, vendor landscape, and competitive positioning. The study also provides a competitive analysis and ranking of the Intent-Led Account Based Revenue Platforms (IL-ABR), 2026 providers in the form of the SPARK Matrix™. The study also provides strategic information for users to evaluate different vendor capabilities, competitive differentiation, and market positions.

“Marketing leaders today face immense pressure to demonstrate measurable revenue impact while navigating increasingly complex buying journeys,” said Staci M. Gullotta, Chief Marketing Officer at Informa TechTarget. “This recognition validates what we aim to deliver to clients every day—intent-driven solutions that give marketers the precision data, actionable insights, and execution capabilities they need to identify the right accounts, engage buying groups at the right moment, and prove their contribution to pipeline and revenue.”

Additional Resources:

• For more information about Informa TechTarget, visit Here
• SPARK Matrix™ Intent-Led Account Based Revenue Platforms (IL-ABR), 2026