AI turns MarTech into an orchestration layer, but impact still depends on unified data and disciplined cross-functional execution.

We curate most relevant posts about MarTech Insights on LinkedIn and regularly share key takeaways.

This edition offers an extensive overview of the rapid transformation of the MarTech landscape, driven primarily by the integration of Artificial Intelligence (AI) and the critical need for unified data. Multiple sources assert that AI is moving beyond simple automation to become an orchestration layer that governs entire marketing ecosystems, with Salesforce’s Agentforce and Data Cloud frequently highlighted as foundational components for real-time, personalised experiences. A major recurring theme is the widespread challenge of achieving MarTech ROI, which is often hindered by fragmented data silos, poor tool adoption, and a lack of operational clarity or governance. Experts stress that success depends on fixing flawed processes and achieving cross-functional alignment (especially between marketing and data teams) before investing in new technology, viewing AI as an amplifier of existing strategy, not a solution for systemic issues.

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