On 9 October 2026, Scott Brinker argued that context has become martech's word of the year, and that the work behind it is larger than the demos. In "Context" is a hot word in martech, but the …
Agent Contracts: The Job File
If it is not written down, there is no guarantee it happens. An agent that did the work once in a chat has not taken the job. It has performed. The next session does not inherit the performance. …