Reading Time: 4 minutes Lifecycle marketers are facing a profound shift in how they engage customers. Artificial intelligence (AI) has emerged as both a promise and a pressure point, positioned as the key to delivering hyper-personalized, timely, and impactful experiences. Yet behind the AI hype lies a more nuanced reality: executing AI-driven lifecycle marketing at scale is often messier than advertised. Marketers are caught between high expectations and systemic challenges, from fragmented data to stalled adoption and internal roadblocks. Understanding what’s holding AI back (and how to move forward with confidence) is essential for modern lifecycle teams.   The Great Data Disconnect One of the most persistent obstacles to realizing AI’s potential in customer engagement and lifecycle marketing is the inability to access and seamlessly activate customer data. Many marketers report being bottlenecked by their reliance on centralized data teams, which slows down the ability to test, iterate, and personalize campaigns at scale. While platforms frequently advertise integrations with major data warehouses such as Snowflake, Databricks, and Amazon Redshift, the reality often falls short. These connections may exist in name but not in function. Instead of enabling real-time audience segmentation or event-triggered personalization, many marketers are forced to rely on manual data exports, SQL queries, or engineering support just to get campaigns off the ground. This idea reinforces what many already know from experience: a tech stack is only as powerful as its weakest connection. The end goal isn’t just connection, but cohesion.  You need platforms that support bi-directional data sync, real-time event streaming, and transparent visibility across the customer journey without additional tools or workarounds. Until these capabilities are widespread, you’ll continue to feel like your AI ambitions are constrained by outdated infrastructure.   When AI Falls Short: Fatigue, Friction, and Fading ROI Even with the right data, many marketers are growing skeptical of AI’s ability to deliver tangible results.  AI fatigue is real.  Teams have poured time and resources into personalization engines, predictive analytics models, and generative content tools…only to find underwhelming returns. This disconnect isn’t imagined. Many AI projects ultimately fail to deliver on their promised ROI, often due to unclear use cases, lack of stakeholder alignment, or insufficient change management. For lifecycle marketers, this often plays out as prolonged proof-of-concept cycles (hello, year-long POC that never seems to end…) that absorb months of energy with little to show. It’s not uncommon for teams to invest in tools that generate predictive churn scores or optimal send times, only to realize those insights aren’t actionable within their rigid engagement platforms. The issue is compounded by the flood of marketing tools claiming AI capabilities. In many cases, the “AI” is little more than rule-based automation in disguise, creating confusion around what real AI looks like and how it should be evaluated.   The Hidden Cost of Vendor Lock-In Another growing concern is vendor lock-in. As marketing tech stacks expand, so does the risk of becoming overly dependent on a single vendor’s ecosystem. This can be especially problematic when marketers outgrow their existing platforms but fear the complexity and disruption of switching. Model Context Protocols (MCPs) offer a path forward. These emerging frameworks are designed to create portable, standardized models for audience segmentation and campaign orchestration. With MCPs, marketers can define core elements—like audiences, campaign flows, and experimentation strategies—in a vendor-agnostic way. This means if they switch platforms, they don’t have to rebuild everything from scratch. The appeal is clear: reduced rework, faster time to value, and more flexibility in choosing best-of-breed tools. MCPs are still gaining traction, but their potential to reduce friction and future-proof marketing strategies is significant. Meanwhile, marketers continue to seek out credible migration stories that show what platform transitions look like in practice. Clear documentation, proven onboarding frameworks, and peer testimonials are increasingly essential for vendors looking to attract modern, data-savvy teams.     Practical Tips for Testing and Evaluating AI Tools Despite the challenges, marketers can adopt a more strategic approach to AI: one that reduces risk and increases clarity. Instead of jumping into full-scale deployments, teams can take smaller, more deliberate steps.  Using the following tactics, you can better differentiate between hype and real capability, allowing you to adopt AI tools that align with your goals and constraints. 1. Use sandbox environments Ask for a sandbox to simulate real use cases without impacting production data. This allows teams to pressure-test capabilities before committing. 2. Prioritize transparent case studies Look for success stories that offer a behind-the-scenes look at implementation, challenges, and actual results, not just polished outcomes. 3. Test integration depth, not just compatibility Don’t stop at “Yes, we integrate.” Ask: Can you trigger journeys based on real-time data? Can attributes update dynamically? Does data flow both ways? 4. Evaluate vendor support and education The best tools come with great training, responsive support, and documentation that accelerates onboarding and learning. 5. Learn from your peers Communities like the Lifecycle Luminaries Slack channel offer real, unfiltered feedback from practitioners. These sources are often the most trustworthy and valuable for unbiased opinions.     Embracing AI Realistically and Strategically AI has the power to transform lifecycle marketing, but only when it’s applied with clarity, intention, and the right foundation. Success doesn’t come from chasing the flashiest tools. It comes from solving real problems: fragmented data, limited visibility, and disconnected systems that prevent marketers from executing the strategies they already know will work. That’s why the most effective marketers right now aren’t asking, “How do I use more AI?” They’re asking, “Where can AI remove friction and help me act faster, smarter, and with more confidence?” At MoEngage, we’ve seen meaningful results when AI is embedded directly into the marketing workflow, not layered on top as an afterthought. Our AI engine, Sherpa, supports use cases like predictive segmentation, intelligent send-time optimization, and creative performance insights. These features are designed to help marketers spend less time reacting and more time proactively engaging their customers. This isn’t about replacing human decision-making. It’s about making smarter decisions, faster, with AI as the assistant, not the driver. As lifecycle marketing continues to evolve, the marketers who succeed won’t be the ones with the most tools. They’ll be the ones who combine strategic thinking, team alignment, and well-integrated AI to deliver personalized, timely, and scalable customer experiences. Marketers must remain curious but skeptical, innovative but grounded. Those who strike the right balance will be best positioned to harness AI’s full potential (not just as a trend), but as a lasting engine of engagement and growth. The post Navigating the AI Revolution in Lifecycle Marketing: Challenges & Opportunities appeared first on MoEngage.

html PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN" "http://www.w3.org/TR/REC-html40/loose.dtd" Zaha Hadid Architects has begun construction on Asaan, the Misk Heritage Museum in Diriyah, Saudi Arabia. The Asaan museum will be created using locally made clay mud-bricks, drawing inspiration from traditional Najdi architecture. This will be ZHA's first adobe-constructed project worldwide.One of the most significant historical landmarks in the Kingdom, Diriyah is regarded as the birthplace of the Saudi Arabian nation. The At-Turaif district of Diriyah was designated a UNESCO World Heritage Site in 2010 because of the more than 600 years of Najdi history and architecture that have been conserved within its mud-brick buildings.Asaan, which translates to "inheritance passed down through generations," will be an organization devoted to commemorating and conserving this rich legacy while also encouraging innovation and information exchange.Through immersive experiences, workshops, events, and interactive exhibitions, the museum aims to strengthen connections to the country's cultural history. It is supported by the Misk Foundation, a non-profit organization dedicated to fostering learning and leadership in young people. Historical archeological artifacts will be restored and preserved with the help of on-site conservation labs.Drawing inspiration from traditional Najdi architecture, the Asaan Museum will be built using clay mud-bricks made locally. The low-embodied-carbon adobe walls are thick enough to offer excellent insulation in Diriyah's scorching desert climate, and they also have a high thermal mass to keep the interior comfortable while using less energy for cooling.The museum's three main programs—educational, artistic, and administrative—are anchored by three shaded courtyards that are a defining characteristic of the local Najdi architecture. These courtyards offer visitors comfortable outdoor areas that protect them from the weather. Public plazas, rooftop promenades, and a variety of outdoor covered manicured gardens are all made possible by shading mechanisms.The Asaan, Misk Heritage Museum is part of the Diriyah Gate concept, which prioritizes water conservation, energy efficiency, wellness, and climate resilience while preserving and promoting Diriyah's rich cultural legacy. The city is also entirely walkable."Asaan’s role extends beyond preserving and displaying artifacts; it seeks to inspire meaningful engagement through immersive experiences that connect past, present, and future generations, strengthening pride in Saudi identity and sharing our cultural legacy with the world," said Khaled Al-Saqer, CEO of Asaan, Misk Heritage Museum. "Driven by our belief in community participation as a pillar of heritage preservation, Asaan will offer a wide range of interactive programs curated by leading experts." "These initiatives aim to foster cultural passion, inspire creativity, and empower all members of society to engage with and celebrate our heritage," Al-Saqer added."Asaan is a valuable addition to Diriyah’s portfolio of cultural projects and demonstrates our commitment to presenting the richness of Saudi heritage in a contemporary way that strengthens its global presence," said Jerry Inzerillo, Group CEO of Diriyah Company.Recently, Zaha Hadid Architects opened a new science and technology museum with layered form and glazed façade in Shenzhen, China. In addition, the firm unveiled plans for a new high-rise informed by Tbilisi's rolling hills. Further, the firm unveiled design for a new masterplan, featuring a pair of fluid towers in eastern Naples, Italy. Project factsClient: Diriyah CompanyArchitect: Zaha Hadid Architects (ZHA)ZHA Design: Patrik SchumacherZHA Project Directors: Viviana Muscettola, Maurizio Meossi (Associate Director), Bidisha Sinha (Associate Director / Interior Design)ZHA Project Associates: Cristina Capanna (Senior Architect / Project Manager); Architecture: Nannette Jackowski, Marco Amoroso; Interor Design: Roberta Sartori, Marco Pavoni, Marie-Perrine Placais; BIM: Mark Winnington.ZHA Project Team: Alessandra Laiso, Andy Lin, Angela Augelli Curci, Angus Tung, Aysu Aysoy, Caleb Baldwin, Chhavi Mehta, Chiara Baiocco, Didem Sahin, Elizabeta Diakantonis, Gaurav Janendra, Gizem Muhtaroğlu, Henry Louth, Ines Fontoura, Juliana Hernandez Cardona, Karan Puranik, Karmung Sze, Karoly Markos, Karthikeyan Arunachalam, Keerti Manney, Lam Nguyen, Lars Elseth, Leeanne Li, Li Jin, Liam Rogers, Louai Jaber, Luciana Maia Teodozio, Michael Rogers, Muaz Masri, Muriel Boselli, Nailu Chen, Nannette Jackowski, Neli Vasileva, Nivedita Ramachandran, Noa Guy, Nurul Ahmad Fauzi, Peter Safranka, Rabiyya Huseynova, Roberta Sartori, Ruggero Bruno Chialastri, Shantanu Bhatt, Sonia Renehan, Teodor Andonov, Tommaso Casucci, Tracy Shum, Valeria Perco, Yihoon Kim, Zachariah Hong.Local Architect: WMA / InhabitStructural Engineers: InhabitQuantity Surveyor: AECOMGeneral Contractor: El SeifCost Consultants: AECOMEnvironmental Consultant: InhabitFaçade Engineering: InhabitM&E Engineering: InhabitMEP: InhabitFire Engineer: Egis / InhabitLandscape Consultant: DS LandscapeLighting Design: InhabitAcoustic Consultant: InhabitTheatre Consultant: Theatre ProjectsProject Management: AECOMRestaurant Kitchen Consultant: TriconWater Features Specialist: Fountain ProjectConservation Areas Specialist: Samuel Anderson ArchitectsAccessibility: CAESignage / Wayfinding: SpaceAgencyExhibition Designer: Opera Amsterdam; Sustainability: Egis; Security: Inhabit; AV / IT: Inhabit; Waste Management: Egis; Civil Engineer: Egis; People Movement: Systematica.All images © Specto-Digital. > via Zaha Hadid Architects

Security researchers from Domain Tools warn that there are hundreds of Chrome extensions stealing data and running malware on the sly, reports BleepingComputer. Many of the malicious extensions are riding the coattails of well-known brands such as Fortinet, YouTube, Deepseek AI, and Calendly, increasing the risk of users installing them and getting into trouble. Google has reportedly removed most of the targeted extensions from the Chrome Web Store, but some still remain at the time of writing. We saw something similar happen last month when a cybersecurity researcher at Secure Annex found numerous malicious Chrome extensions being spread via ads and scam sites. It’s yet another example of why you need to vet your browser extensions carefully. To be on the safe side, you should always check out all available reviews before downloading any extensions to your browser, and always double-check that you’re downloading the official one. If you think you’ve been hit, see our article on how to remove malicious Chrome extensions.

MSI is set to implement a new PinSafe Design safety feature on the B850MPOWER motherboard for AMD users.

Calm's first-ever destination partnership brings the island's soundscapes straight to your pocket -- and Lin-Manuel Miranda is your guide.

May 22, 20253 min readHow Much Ultraprocessed Food Do You Eat? Blood and Urine Record ItA new study suggests blood and urine samples could provide an objective measure of diets and help unravel their connections to diseaseBy Smriti Mallapaty & Nature magazine Diets rich in industrially manufactured food have been associated with several health conditions. monticelllo/Getty ImagesMolecules in urine and blood can reveal how much of a person’s diet comes from ultra-processed foods, according to a study published in PLOS Medicine today. The paper suggests that these measurements provide an objective way to track consumption of ultra-processed food — and would be useful for investigating links to diseases such as diabetes and cancer.Ultra-processed foods are industrially manufactured and often contain ingredients, such as additives and emulsifiers, that are not typically found in home-cooked food. From sweetened yogurts to factory-made bread and packaged snacks, “it’s a really wide range of foods”, says study co-author Erikka Loftfield, an epidemiologist at the US National Cancer Institute in Rockville, Maryland.Studies have linked high consumption of ultra-processed food to an increased risk of obesity, cardiovascular disease, diabetes and some types of cancer. But these investigations have typically relied on asking individuals to remember what they have eaten, which can be unreliable.On supporting science journalismIf you're enjoying this article, consider supporting our award-winning journalism by subscribing. By purchasing a subscription you are helping to ensure the future of impactful stories about the discoveries and ideas shaping our world today.Studies have also shown the potential of studying the products of metabolism excreted in the blood and urine, but only for a small number of such metabolites. Loftfield and her colleagues have now expanded that analysis to include more than 1,000 metabolites, which are produced when the body converts food into energy.“This work is important,” says Oliver Robinson, a molecular epidemiologist at Imperial College London. “There’s a lot of measurement error in traditional assessment methods for diet.”Diet scoringLoftfield and her colleagues studied samples collected from 718 healthy individuals aged 50–74 in 2012–13. The participants’ urine and blood samples had been collected twice, six months apart. The participants had also been asked — up to six times during the one-year study period — to record everything they had consumed the day before. Loftfield’s team labelled each food item, from the bun in a burger to the cheese slice, meat patty and ketchup, either ultra-processed or not.The researchers then used a machine-learning technique to give each participant a score for how much of their daily energy intake came from ultra-processed foods, says Loftfield. They found that, on average, ultra-processed food accounted for 50% of the participants’ energy intake, but the range varied between individuals — from 12% to 82%. Individuals who consumed the most ultra-processed foods generally got more of their energy from carbohydrates, added sugars and saturated fats — and less from proteins and fibre — than did those who consumed lower levels of ultra-processed foods.The researchers then analysed the participants’ blood and urine samples, looking for metabolites that were more common in the people whose diets contained lots of ultra-processed food.Samples from people with diets rich in ultra-processed foods were more likely to contain a metabolite linked to an increased risk of type-2 diabetes — and some of these people’s urine samples contained a molecule produced by certain food packaging. They also contained fewer metabolites derived from fresh fruits and vegetables.Randomized studyTo test whether the metabolite scoring could be used to predict the presence of a lot of ultra-processed food in a person’s diet, the researchers used data from a randomized controlled diet study of 20 individuals aged 18–50 conducted between 2018 and 2020. Half of the participants were asked to eat a diet rich in ultra-processed food for two weeks, then a diet containing no ultra-processed food for two weeks; the rest ate the same diets in the opposite order. Loftfield and her colleagues found they were able to distinguish between the two diets by looking at the metabolites in the participants’ urine and blood samples.Loftfield wants to test the method on populations with more varied diets, and on younger people, who tend to eat more ultra-processed foods. She hopes to use the tool to improve studies of the link between ultra-processed food and cancer.Robinson wonders whether the tool could be used to address big unanswered questions, including what it is about ultra-processed food that is bad for you. It is difficult to distinguish between the metabolic signatures of a diet rich in ultra-processed food and of one that is unhealthy because it is high in salt, sugar and saturated fats, he says.Understanding this difference could help companies to improve their products. “We’re sort of trapped in this industrial food-production system where we all eat ultra-processed food, and it’s quite hard for most people to go back to fresh food, because our food systems are now set up like this,” adds Robinson.This article is reproduced with permission and was first published on May 20, 2025.

Monster Hunter Wilds x Street Fighter 6 collaboration announced Akuma Matata. Image credit: Capcom News by Victoria Phillips Kennedy News Reporter Published on May 22, 2025 After a few playful teases earlier in the week, the Monster Hunter Wilds team has officially announced its Street Fighter 6 collaboration. "A demon begins his HUNT," reads the blurb on Capcom's collaboration trailer, which you can check out for yourself below. Cap-come and have a go if you think you're hard enough (or something like that). Monster Hunter Wilds x Street Fighter 6 - Special Collaboration Trailer. Watch on YouTube So, what exactly does this Capcom collab - which is slated to arrive in Monster Hunter Wilds on 28th May - include? Well, players will soon be able to get their hands on the free Akuma hunter layered armour, which comes with some special fist-focused actions, as well as a Blanka-chan Palico layered armour which doesn't look at all strange, no sir-y. To get hold of these Street Fighter inspired goodies, players will need to complete a new side mission known as Ultimate Strength. This is only available for those at Hunter Rank 21 or higher. Don't fret if you aren't quite there yet, though. Once the collaboration arrives later this month, it'll be a permanent addition to the game. In order to get the ball rolling with this new mission, players will need to have a chat with Quinn at the Oilwell Basin Base Camp. Image credit: Capcom Along with these freebies, the studio is also releasing separate cosmetic collaboration DLC, but these will need to be purchased. "Please note: these paid DLC items are sold separately and are not available as a pack," Capcom emphasised. This DLC will include a Chun-Li outfit and a Cammy outfit for Alma, as well as a Blanka-Chan Doll pendant, new gestures and more. You can find further information on Capcom's dedicated Monster Hunter Wilds x Street Fighter 6 collaboration blog post here. Image credit: Capcom Elsewhere in Capcom-related news, earlier today we got word that Jason Momoa and WWE wrestler Roman Reigns are currently in talks to star in Legendary's live-action Street Fighter movie.

You can trust VideoGamer. Our team of gaming experts spend hours testing and reviewing the latest games, to ensure you're reading the most comprehensive guide possible. Rest assured, all imagery and advice is unique and original. Check out how we test and review games here The Illuminate have finally invaded Super Earth, and a week before their arrival Arrowhead added new Illuminate enemies with update 01.003.000. Although new enemies were added to the army of squids, a lot of players are still wondering if we’ve truly seen the full might of their force. While Arrowhead has suggested there is the possibility for new enemies to join the battlefield in the future, the CCO has warned Helldivers 2 players “don’t want the Illusionist to arrive”.   Helldivers 2 CCO warns players wanting the Illusionist On the official Helldivers Discord, Arrowhead community manager, Baskinator, was asked if “the Leviathan is the only new unit for this update or will there be more bc I was expecting something like the complete roster since this is the real thing”. This question is regarding the Heart of Democracy update and whether the fleet of Illuminate currently invading Super Earth is their “complete roster”. Baskinator responded by reminding how Arrowhead added “new enemies the week before” with the Stingray, Fleshmob, and Crescent Overseer. The community manager also said the Super Earth invasion “was kinda split into two updates, but it’s one whole ‘idea’”. Although the invasion is “one whole ‘idea’” that is now complete, there is the potential for new enemies to be added in the future as Baskinator teased, “You never know what’ll show up as we go along”. Image credit: Helldivers Discord One member of the Illuminate notably missing from Helldivers 1 is the Illusionist. On X, a user asked Arrowhead CCO, Pilestedt, when the Illusionist will arrive in Helldivers 2, to which Pilestedt warned, “You don’t want the illusionist to arrive…”. Back in January, Iron_S1ghts leaked the return of the elite squid by posting screenshots of an “explosion effect used upon the death of an Illusionist”. This led everyone to believe the Illusionist would return from HD1, but, alas, they have not come back as of yet. Although there are leaks suggesting the Illusionist could still return, nothing is official right now. Hopefully they will eventually rejoin the battlefield as part of the Illuminate fleet as more enemies is always a good thing. For more Helldivers 2, check out our guide to the best warbonds ranked, along with the best stratagems and best throwables. We have also a guide to the best weapons, and, if you’re coming back to HD2 for the first time in a long while, we have a bunch of tips and tricks to help you get reaccustomed to the battlefield. Helldivers 2 Platform(s): PC, PlayStation 5 Genre(s): Action, Shooter, Third Person 8 VideoGamer Subscribe to our newsletters! By subscribing, you agree to our Privacy Policy and may receive occasional deal communications; you can unsubscribe anytime. Share

When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. Nvidia offers 40% discount on GeForce NOW with summer sale, brings support for more games Pulasthi Ariyasinghe Neowin @LoneWolfSL · May 22, 2025 10:26 EDT Nvidia has a rare sale for its GeForce NOW cloud gaming service, dropping the price of its Performance membership by 40% for a limited time. The company has also brought support for a new wave of games as a part of its weekly drops, including the newly enhanced STALKER trilogy, the Splitgate 2 beta, and more. The new sale requires a six-month purchase, but it does cut down the price to just $29.99. Only the Performance membership is part of the sale, which offers up to 1440p streaming, support for ultra-wide resolution monitors, reduced queue times for gaming servers, six-hour sessions without disconnecting, and a 100-hour playtime allowance per month. "Stream top titles such as Elder Scrolls IV: Oblivion Remastered, DOOM: The Dark Ages, Clair Obscur: Expedition 33 and more. Stream across any device, whether PCs, Macs, mobile devices, SHIELD TVs or Samsung and LG smart TVs," adds the company about this tier of membership. The GeForce NOW Performance membership sale price will remain available until Sunday, July 6. Next, here are the games the GeForce NOW supported list has gained this week: 9 Kings (New release on Steam, May 23) RoadCraft (New release on Steam, May 20) S.T.A.L.K.E.R.: Call of Prypiat – Enhanced Edition (New release on Steam, May 20) S.T.A.L.K.E.R.: Clear Sky – Enhanced Edition (New release on Steam, May 20) S.T.A.L.K.E.R.: Shadow of Chornobyl – Enhanced Edition (New release on Steam, May 20) Game of Thrones: Kingsroad (New release on Steam, May 21) Monster Train 2 (New release on Steam, May 21) Blades of Fire (New release on Epic Games Store, May 22) Splitgate 2 Open Beta (New release on Steam, May 22) Survive the Fall (New release on Steam, May 22) Onimusha 2: Samurai’s Destiny (New release on Steam, May 23) As always, keep in mind that, unlike subscription services like Game Pass, a copy of a game must be owned by the GeForce NOW member (or at least have a license via PC Game Pass) to start playing via Nvidia's cloud servers. Tags Report a problem with article Follow @NeowinFeed

OpenAI CEO Sam Altman told employees Wednesday the company plans to ship 100 million AI "companion" devices as part of what he called "the chance to do the biggest thing we've ever done as a company here," according to WSJ. Speaking at an internal meeting, Altman said the $6.5 billion acquisition of former Apple designer Jony Ive's startup has the potential to add $1 trillion in value to OpenAI. The pocket-sized, screen-free devices will be contextually aware of users' surroundings and designed to help wean people from traditional screens. Altman said the device will not be a phone or glasses, but rather a third core device that would sit on a desk alongside a MacBook Pro and iPhone. The company aims to ship the devices "faster than any company has ever shipped 100 million of something new before," with a target release of late next year. Read more of this story at Slashdot.