NewtonX

Scaling partnerships across markets isn’t just about growth, it’s about trust. The Humans of NewtonX series continues with Kyriacos Bagdades, RVP of Client Partnerships (EMEA). From Cambridge engineering to McKinsey to global tech, Kyri brings a strategist’s mindset to leading our EMEA business. He works at the intersection of enterprise ambition and execution, helping clients navigate complexity, build durable partnerships, and make confident decisions across borders. In this spotlight, he unpacks what it takes to scale responsibly, ask sharper questions, and help clients make confident decisions across complex markets. This is global leadership in action.

Agencies are doing more work with AI. But they're not getting paid more for it. We partnered with @ADWEEK on a new quarterly marketing tracker, surveying 501 advertising decision-makers across the U.S. and Canada, to understand the real state of AI adoption in the agency world. ADWEEK Agencies Reporter @Audrey Kemp shares shares what the data shows: 🗞️ Over 60% say AI has had a moderate or significant impact on their day-to-day work 🗞️ 87% say AI made them faster 🗞️ Yet 39% of agency contracts don't mention AI usage at all 🗞️ And more than half of marketers don't plan to change how they pay agencies, even as AI fundamentally changes the work being delivered. The speed is there, but the value exchange hasn't caught up. 📰 Full article: https://lnkd.in/edrMJqFA

Microsoft paid $7.2 billion for Nokia in 2013 and wrote off almost the entire investment within two years 🫨 In our latest Finance Current newsletter, our Senior Director Jordan Boeder details what this billion-dollar brand move got wrong. Spoiler: it wasn't the product, it was the assumptions. Whether consolidating sub-brands, sunsetting a product, or trying to figure out what your parent brand stands for, the challenge is the same: we don't know what the market thinks until we ask. We share ideas on how to approach the "ask" in our newsletter. Our VP of Enterprise Brian Hui also weighs in on what he sees leaders consistently underestimate when they try to move from a portfolio of scattered brands to a cohesive architecture. #FinancialServices #MarketResearch

You're losing CISOs at the pitch, and it's probably your messaging. We talked to security leaders about what actually lands (and what gets you ghosted) in 2026. Here are 7 do/don't frameworks covering the gaps most vendors still get wrong 👇

Your customers don't hate AI. They hate AI that doesn't work. In partnership with ada CX, we surveyed 2,000 consumers and 500 enterprise CX and AI decision-makers across North America, Europe, and Asia through NewtonX's verified B2B research network. The goal was to understand the growing gap between businesses' AI ambitions and the actual day-to-day experiences of their customers: 👉 59% of consumers prefer instant, 24/7 AI customer service over waiting for a human, but only when AI can actually resolve their issue. 👉 Only 24% of consumers say their most recent AI interaction was fully resolved by AI alone. The other 76% escalated, struggled, or gave up. 👉 55% of businesses lack visibility into AI agent performance, making it nearly impossible to know where AI is falling short. As our COO Leon Mishkis put it: "Many companies are scaling AI without a clear view of how it's affecting the customer experience. When businesses measure AI and human performance together, it becomes much harder to see where the technology is breaking down." Join us on Thursday, March 26 at 9am PT/12pm ET for a webinar with Ada CX CMO Danielle Wanderer, NewtonX Senior Client Partnership Manager Cameron Gonzalez, and Ada CX Senior Director of Customer Service Dylan Bowman. They'll dig into what consumers actually want, what enterprises are prioritizing instead, and what it takes to close the gap. Register here: https://hubs.li/Q0484NkQ0 #CustomerExperience #B2BMarketResearch

55% of companies have no visibility into their AI agent's performance. That's a trust problem. On March 26th, Ada × NewtonX are releasing a global study of 2,500 consumers and CX leaders, covering what AI adoption really looks like today, and what it actually takes to earn consumer acceptance. Your customers know what they want. Come find out what that is. Register → https://lnkd.in/g5UMC7rE

We're back from Quirk's Media Dallas, and the consensus was clear. Our biggest takeaway: you can automate a lot of things, but you can't automate genuine human understanding.  Key themes from the event: ✨AI can be a powerful enhancer with synthetic data solutions that expand your dataset, and visualization tools that replace hours of manual work and surface patterns instantly. However, it can also be a distraction from the signals that still need human intelligence, like brand attachment and emotional reactions. ✨AI moderation as a follow-up on quant studies for richer insights and improved quality measure ✨ AI flagging the right moment to run a study based on customer behavior Huge thanks to Quirks for putting together another great event. Our very own Pavle Krivokapic, Justin Butterman, and Nemanja Uzanovic came back with full notebooks, fresh ideas, and new connections!

44,000 people will be talking about all things cybersecurity at RSAC Conference on March 23-26. Most vendors will be pitching. We'll be listening. Our 2026 CISO Reality Report found that after the CrowdStrike outage, only 19% of security decision-makers flagged outage risk as a meaningful concern. Over twice as many actually said integration complexity was their #1 obstacle  meaning the entire reliability messaging wave that followed largely missed the actual buyer objection. That's the gap we keep finding: what vendors say and what buyers actually care about aren't the same conversation. Our Principal VP of Methods & Innovation Jason Talwar will be on the floor, pressure-testing the data in real time. If you’re a cybersecurity vendor trying to figure out why your messaging isn’t landing with buyers, find Jason. 🔍

A huge thank you to the inspiring Aniko Nakazawa DeLaney, Advanced Lecturer of Marketing at Fordham Gabelli School of Business, and Joan Khoury, Senior Managing Director and Chief Marketing Officer of Oppenheimer & Co. Inc., for presenting to our NewtonXX Women's Group for International Women’s Day. Our own Jackie Cutrone moderated the discussion, which sparked great discussions around career growth and leadership. Three themes from our conversation that feel too good to keep to ourselves:  1. Resilience is about learning to navigate detours: "Your career path is not a straight line. The greatest lessons are often found in the detours. It’s about building the muscle of resilience so you can pivot with purpose." 2. Mentorship is table stakes. Sponsorship is what moves the needle: "We've focused on mentorship for years, but now we must talk about sponsorship and allyship. It's not enough to advise; we need people at the table actively opening doors for the next generation of leaders." 3. Your differences are your edge: "Don't assimilate to the existing mold. The greatest value you bring to any room is your unique perspective. Lead from a place of genuine strength, not imitation." We are grateful to all the women who continue to share their time and wisdom with us.

The Association of National Advertisers B2 Awards highlight excellence in the B2B marketing industry, and we're honored to have our VP of Commercial Noah Plaue serve as a judge in this year's awards, joining an elite panel of experts who live and breathe marketing insights every day. We cannot wait to learn more about the B2B campaigns and strategies that are truly moving the needle and doing something different (and better) today. #ANAB2B