Rather than operating as a standalone unit, GTX will be integrated into CourtAvenue’s operations immediately, with shared systems and cross-functional collaboration across teams.
Informing agentic capabilities
Clients are also beginning to ask broader questions about how AI will reshape digital experiences and commerce, Khabie noted. CourtAvenue is working with clients to rethink CRM and customer engagement using AI-driven models that operate in real time, rather than relying on historical data.
The work often involves connecting fragmented data across complex ecosystems. Khabie pointed to the automotive sector as an example, where brands need to unify insights from national campaigns and local dealerships.
“You need people to understand how to connect those two data points,” he said.
CourtAvenue expects the acquisition to translate into measurable performance gains for clients, particularly as brands look for clearer attribution and ROI from AI-driven initiatives.
“That’s going to be in terms of conversion, clear, attribution metrics, clear KPIs, and understanding the role AI is playing in terms of the ability to orchestrate and model the data,” Khabie said.
CourtAvenue plans to expand the GTX team to roughly 30 employees by the end of the year, with support across recruiting, shared services and business development.
The combined company plans to build custom AI solutions alongside existing martech stacks, with GTX focused on data and modeling, and CourtAvenue’s experience teams shaping how those systems come to life.
