Martech

15,505 martech tools later, the fight is over who controls orchestration

As martech tool growth flattens, vendors are racing to own the orchestration layer that decides next-best action across channels and AI agents.

Consumption-based martech is bringing surprise AI bills to CMO budgets

Gartner data show CMOs put 15.3% of budgets into AI, but only 30% can scale. Usage-based martech is rising, and half of adopters keep renegotiating.

Marketing teams are spending 16.6 hours a week trying to show up in AI answers

A WordPress VIP data point is turning “AI SEO” into a CMS and analytics problem, just as MarTech’s September event doubles down on AI and data ops.

Ads are moving into AI assistants, and martech teams are scrambling to track what they do

AI assistants are adding ad units and transactions as vendors ship agent evaluators, AI workflow “OS” tools, and new governance patterns.

Insider’s “agentic” pitch is pushing martech buyers onto one platform

Insider is marketing an “agentic” customer engagement platform as enterprises consolidate CDP and messaging tools across 12+ channels.

AI assistants are becoming ad space, and brand rules now control what gets published

As ads move into AI assistants, martech teams are racing to measure visibility and keep AI-written content on-brand.

Klaviyo is buying Agency to add returns, order tracking and AI support to its marketing tools

Klaviyo’s deal for Elias Torres’ Agency signals a shift: AI agents for post‑sale support are becoming a standard line item in ecommerce martech stacks.

B2B marketing teams are treating identity resolution as an ops problem, not a martech feature

New 2026 benchmarks and fall event agendas point to the same bottleneck: fragmented buyer signals. The fix is governance, not another dashboard.

Optimizely’s Forrester Wave Leader rating puts agentic experimentation into 2026 martech RFPs

Optimizely’s Leader and Customer Favorite marks a practical shift: AI agents are moving into controlled experimentation workflows tied to data platforms.

ABM automation is getting down to 10 minutes, but revenue still hinges on a 5-minute handoff

Multiply’s “10 Min ABM” promise speeds campaign launches, but MarTech data shows response-time and context in the marketing-to-sales handoff still decides wheth

Agentic marketing is becoming a governance problem, and banks have the org chart to prove it

ANZ’s martech lead describes a shift from campaign execution to AI-governed decisioning. Nature’s editorial ops map shows what that work actually looks like at

Autonomous marketing tools are multiplying, but the skills gap running them is widening

Shopify, 6sense, and dozens of vendors are shipping agentic martech in 2026, even as research shows marketing orgs lack the readiness to use it well.

Three martech moves reshaping how enterprise teams buy, automate, and engage in 2026

Outreach, Tenon, and Sprinklr each dropped significant product news on July 16, here's what it means for revenue ops, IT, and CX teams.