A new report follows the evolution of the martech ecosystem:

• AI is in everything and agentic AI promises to transform workflows even further.
• The balance of marketing data privacy is shifting (again).
• Data gravity continues to exert its pull, transforming martech.

THE BEGINNING OF END-TO-END AI

As AI fully infuses the martech stack, the next step will be to connect individual processes to empower automated agents to take action. Organizations are getting their data and first-generation AI tools in order, which drives them to their agentic future:

• Multimodal AI models will use text, image, video, voice, even gameplay to unify messages across channels and formats.
• Measurement in the AI age requires multiple models to avoid new data silos and vendor lock-in.
• AI agents are on the horizon, and both the tech itself and marketers will advance a step at a time.

From the marketer’s perspective, a new tech ecosystem emerges:

• The build vs. buy dilemma is dead. Marketers are approaching data, AI and architecture on their own terms, combining tools they build with tools they buy.
• A new category — data collaboration — reflects marketers’ increasing interest in better monetizing their data while retaining control of it.
• LLMs now command a place in the stack as tools for powerful and unique use cases.
• Underlying it all, a unified, secure AI and data foundation provides crucial insights and the ability to collaborate across the entire marketing ecosystem.

Understand the evolved martech stack, and the vendors pioneering the way, in the new report.