Fantastic report that Scott Brinker and Frans Riemersma shared about Martech 2025, with a big focus on: AI AI is here to stay, and companies are looking for ways to integrate their tools into broader workflows, embed/automate API-driven actions, and allow their AI Agents to act across Apps. Check out Scott's post below to download the report for yourself!
It's released! The new Martech for 2025 report by Frans Riemersma and myself has shipped. It’s 108 pages of our latest research and analysis of what’s actually happening with marketing technology in the maelstrom of AI madness. No heaps of hype. Just hard data and a hopefully helpful framing of the facts. You can pick up a free copy here: https://lnkd.in/eTqKv3WM The centerpiece of our report is one of the most in-depth studies of gen AI use cases in marketing today. It’s changing quickly, but this is a snapshot of over 50 marketing use cases, with data on which are being used frequently or infrequently — and for which use cases are marketers leveraging embedded AI in existing platforms or turning to new AI tools. Yet there’s more AI happenings beyond commercial SaaS products in the martech landscape. There’s the new model of “service-as-a-software” — a clever play on the SaaS acronym. Instead of paying for seats or compute/storage use, where it’s up to the buyer to wield those tools successfully to achieve the outcomes they’re seeking, a new generation of AI agents are being offered on a cost-per-outcome basis. But the even bigger change we see is the explosion of custom apps being created with explicit — or more revolutionary implicit — software development with AI co-pilots and agents. This is the AI-ification of low-code/no-code capabilities that have been empowering IT, marketing operations professionals, and “citizen developer” power users to build their own specialized apps and automations. And then there's AI agents that will build software programs at the behest of users — without those users even realizing it! The report also includes fascinating interviews with expert leaders from the five sponsors who supported our research over these past five months: Chris O'Neill, CEO of GrowthLoop "End-to-End Marketing on Your Data Cloud with AI" Tejas Manohar, CEO of Hightouch "Why the Next Wave Beyond CDPs is AI Decisioning" Greg Brunk, Head of Product at MetaRouter "A CDP's Best Friend: 'Shifting Left' Data Quality" Sara Faatz, Director, Technology Community Relations at Progress "Lessons of Composability for Marketing Operations" Jonathan (Jon) Moran, Head of Martech Solutions Marketing at SAS "Filling the Gaps in Governance for Generative AI" A few good hours of martech reading awaits you. As does an amazing 2025 ahead! #martech
