Cresta vs Treasure AI

Cresta Launches AI-Powered Training Simulator

Cresta announced the launch of Cresta Training Simulator, an agentic training product that uses AI agents to create dynamic, realistic simulated customers from a company's real conversation data. The simulator responds in real time, displays emotion, pushes back, and can escalate — enabling personalized, adaptive practice for human agents. It grades simulations using the same AI-powered quality criteria applied to live conversations and integrates scenario creation, validation, and assignment into existing coaching plans. Cresta says the product is intended to reduce onboarding time, lower training costs, improve agent performance and compliance, and increase employee retention. The announcement was published via PR Newswire on July 9, 2026.

• Cresta announced the launch of Cresta Training Simulator, an AI-driven training product for human agents.
• Training Simulator generates simulated customers based on a company’s real conversation data that respond dynamically and show emotion.
• Simulated conversations are graded using the same AI-powered quality criteria used for live conversations.

Building Marketing Teams with AI Coworkers in 2027

This article discusses the rise of 'virtual teammates' or AI agents in marketing teams, highlighting recent product launches from Optimizely, Treasure AI, HubSpot, and Asana. It emphasizes the need for careful planning around roles, permissions, and governance when integrating these agents. The piece also covers EY's $100 million rewards program for human skills alongside AI, Gartner's predictions on agentic AI project cancellations, and advises on task delegation, management strategies, and the importance of measurement. The author provides a framework for deciding what to delegate to AI, emphasizing that humans must retain strategic accountability. The article concludes with guidance for 2027 planning, suggesting a hybrid approach where humans manage AI agents.

• Optimizely launched Virtual Teammates at Opticon 2026, offering role-specific AI agents like chief of staff, SEO analyst, and marketing analyst.
• Treasure AI released a Marketing Super Agent that orchestrates other agents within a governed workspace.
• HubSpot shipped over 20 Breeze agents, referring to them as digital teammates.

The Next CDP Era Is Agentic

Treasure AI named a Strong Performer in the 2026 B2C CDP Wave by Forrester, highlighting the company's leadership in the agentic CDP era.

Treasure AI Adds Agentic CDP Features; CPO Uses ML for Epilepsy

Rafa Flores, who first joined Treasure Data in 2016 and returned in 2025 as chief product and growth officer, discussed the company’s rebrand to Treasure AI and its shift toward an “intelligent” customer data platform. Treasure AI has introduced an omnichannel orchestration product, Engagement AI Suite, and a parent orchestrator called Treasure AI studio that embeds an "AI agent foundry" to build and run campaigns in plain English. Flores led efforts to design secure AI workflows and multi-channel delivery. Separately, Flores developed a personal machine-learning model (not an LLM) to predict his seizure risk by analyzing his notes and signals, producing risk indicators and phone alerts to help him manage epilepsy.

• Rafa Flores joined Treasure Data in 2016 as the company’s second-ever product hire.
• Treasure Data rebranded earlier in 2026 to Treasure AI.
• Flores rejoined Treasure in 2025 as chief product and growth officer.