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Symphonics AI, launched by Kevin Wong and Alex Littlejohn, targets fragmentation in Australia's martech landscape with its orchestration platform, Syntria, designed to enhance media decision-making. The platform does not aim to replace existing systems but to oversee them, addressing the 'fragmentation tax' of wasted budgets and inconsistent targeting.

As automation and AI influence the media supply chain, Symphonics emphasizes the need for brands to define audience logic independently from platform algorithms. Their Australian launch aims to create a scalable, independent solution that retains first-party data ownership, challenging existing power dynamics in martech.