Powering B2B Transformation Across Industries
March 31, 2026
- Author: CTA Staff
As emerging technologies continue to evolve, companies are finding new ways to apply them in practical, scalable ways. What was once experimental is now becoming embedded in everyday operations, enabling organizations to move faster, make more informed decisions and deliver more meaningful experiences.
Whether enhancing retail engagement, advancing digital health or operationalizing AI across the enterprise, CTA members are not only adopting innovation but actively shaping how it is applied in the real world. Through CTA standards — spanning areas like smart energy, digital health and accessibility — they are also helping innovations scale more consistently across industries. Together, they are defining the future of how we live, work and shop. Learn how you can get involved.
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The Customer Experience, Elevated
Making the sale goes a step further with this retail engagement platform, which has helped thousands of retail locations and tens of thousands of associates bring products to market faster while improving the in-store customer experience. Through mobile microlearning, gamified rewards and real-time program management tools, SellPro ensures retail teams are knowledgeable, confident and prepared at the point of sale.
Having recently completed stage one of its AI strategy, SellPro is rolling out new capabilities designed to improve how retail engagement programs are built and managed. Addressing the challenges of large-scale operations, these AI tools accelerate microlearning content creation, generate knowledge checks from training materials, monitor reward participation patterns and automatically filter large volumes of store feedback — helping brands move more quickly from product launch to store-floor readiness. Stage two is already underway, introducing AI-enabled, behavior-triggered communications and content automation to deliver a more personalized experience.
As a CTA member, SellPro leverages CTA market research insights and the CTA Retailer Council to gain perspective on emerging tech trends and how consumers discover and adopt new products. Kristian Beloff, CEO of SellPro and Vice Chair of CTA’s Retailer Council, shared:
Kristian Beloff, CEO of SellProCTA provides a forum where we can contribute insights from the retail environment, as product knowledge and in-store advocacy play an important role in consumer purchase decisions. That connection between technology innovation and the retail floor helps us design tools that better support brands, retailers and the associates who ultimately influence the customer experience.
Making Healthy Daily Habits Easy Through Digital Integration
Baracoda Daily Healthtech has been transforming everyday routines into opportunities for health monitoring and prevention since 2000, reaching more than 60 million users worldwide through connected devices and digital health applications.
Its flagship platform, BConnect, powers connected health solutions by enabling organizations to build and deploy devices, digital health services and AI-powered applications — all while maintaining full control over data privacy and infrastructure.
The platform turns daily behaviors into measurable health improvements, working with global partners across healthcare, wellness and consumer technology. In collaboration with Colgate, Baracoda created Magik, a smart toothbrush that gamifies brushing through augmented reality and tracks brushing techniques. Clinical data showed that brushing sessions lasted 250% longer. Other collaborations include a 3D avatar for personalized coloring experiences in Wella salons and an AI-powered mirror that analyzes skin and hair to provide in-store product recommendations for customers at Pierre Fabre.
At CES® Unveiled 2026, Baracoda introduced the Kolibree Kids System — the world’s first connected hygiene companion that guides children through a complete care routine, including oral hygiene, handwashing and face washing. The company has also earned multiple CES Innovation Awards, including a 2024 honor in the smart home category for BMind, the world’s first AI-powered smart mirror for holistic wellness.
Baracoda is helping shape the future of the smart home. Explore CTA’s latest smart home research to better understand consumer perceptions, behaviors and needs around current and prospective ownership of smart home technologies.
An AI Solution That Turns Concept into Reality
As more organizations adopt AI into their operations, many face challenges in realizing meaningful returns on investment. AI Collaborator’s MARCO™ Enterprise AI Enablement Platform provides the strategic execution layer needed to bring order to AI initiatives — operationalizing AI with governance, scalability and measurable accountability across the enterprise.
Launched earlier this year, MARCO introduces elastic execution capacity, allowing organizations to scale AI adoption without increasing overhead while maximizing ROI. Designed for innovation teams and business leaders, the platform is fast to deploy, easy to integrate with enterprise systems and capable of managing hundreds of use cases across departments.
At CES 2026, AI Collaborator engaged with customers, partners, enterprise buyers and innovators at scale, reinforcing a key insight: AI is no longer experimental — it is ready to perform in real-world operating environments. James Briggs, Founder and CEO of AI Collaborator, shared:
James Briggs, Founder and CEO of AI CollaboratorEach year, we test messaging, showcase solutions and obtain actionable feedback. These insights directly power our platform and service enhancements. As a self-funded company, we have achieved rapid visibility, credibility and connections through CTA and CES, which have accelerated our market presence and growth.
Join our community of innovators and shape the future of technology.