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The marketing technology landscape is moving faster than ever, and 2025 will be a pivotal year. At the heart of this transformation is generative AI.
These insights are drawn from the latest 2025 MarTech Day report by Scott Brinker and Frans Riemersma, which provides one of the most comprehensive looks at how AI reshapes marketing technology. While most conversations focus on Genai’s impact on content creation and automation, the report highlights a much broader and more strategic transformation underway.
For commercial leaders and marketers keeping an eye on the future, a much bigger story is unfolding—one in which Gen AI fundamentally reshapes how marketing teams operate, how tech stacks are built, and how value is delivered.
It’s Bigger Than Content: The New Gen AI MarTech Stack
Let’s move beyond the obvious. Generative AI isn’t just a copywriting sidekick or chatbot assistant. It's powering a new generation of AI-native tools and platforms that are rebuilding MarTech from the ground up. The report outlines five major categories in this emerging landscape:
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Indie Tools: These are focused, plug-and-play tools that do one thing incredibly well — content ideation, SEO analytics, or campaign insights. Powered by advanced AI models, they help marketers get more done with less manual effort.
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Incumbent Platforms: Giants like HubSpot, Salesforce, and Adobe are embedding AI into their ecosystems to stay relevant. Think predictive lead scoring, AI-generated copy in email builders, or intelligent segmentation in CRMS.
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Challenger Platforms: Born AI-native, these platforms are rewriting the rules. They don’t just bolt on AI — they’re built around it, offering new ways to manage sales pipelines, customer relationships, and campaign execution.
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Instant Software: One of the most game-changing trends. Instead of building software from scratch, companies use Genai to create lightweight, custom tools on the fly, based on nothing more than intent and context.
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Service-as-a-Software: The lines between software and services are blurring. AI agents are now performing tasks that used to require a team, from producing content to answering support tickets, on a pay-for-outcome basis.
From Execution to Strategy: The Shifting Role of Marketers
Generative AI is freeing marketers from the grind of repetitive tasks. Content creation? Automated. Data analysis? Streamlined. Campaign targeting? Optimised in real time.
As a result, marketing teams are reallocating their energy toward higher-value work: brand building, customer journey design, and strategic decision-making. It’s no longer about doing more — it’s about doing the right things faster and smarter.
The report highlights key use cases where Gen AI is already delivering value:
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Content generation for blogs, emails, and social media
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Sales automation through AI-powered lead scoring and forecasting
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Customer engagement via AI-driven chatbots and assistants
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Ad personalisation and real-time performance optimisation
Composable Tech Stacks: Build What You Need, When You Need It
The era of all-in-one marketing suites is fading. In its place? Composable tech stacks built from best-of-breed tools that integrate via API's. Thanks to AI, marketers can “hack” together custom workflows or applications that fit their needs quickly.
This “hack-pack-stack” model lets teams prototype ideas, test campaigns, and even spin up internal tools without waiting on IT. It’s modular and agile, and it's ideally suited for today’s experimentation-driven marketing approach.
Data Is the Engine — And It Needs to Be Ready
AI is only as good as the data feeding it. The report clarifies that you can’t have a strong AI strategy without a strong data strategy. That means investing in your Modern Data Stack — cloud warehouses, lakes, enrichment layers — to ensure clean, accessible data across all touchpoints.
Composable Customer Data Platforms (CDPS) are also gaining traction. They unify customer data across your tools, enabling personalisation and more intelligent decision-making.
No Code, No Problem: The Rise of Citizen Developers
Another major shift identified in the report is the rise of business technologists — marketers who can put their hands to no-code and low-code platform solutions. Add Genai into the mix; suddenly, anyone can design workflows or apps by simply describing what they want in plain language.
This democratisation of tech unlocks massive potential for speed and innovation, and reduces the bottlenecks that traditionally slowed down marketing teams.
Service-as-a-Software: AI That Works For You
Forget buying software licenses. The future is pay-for-outcome. The report calls attention to platforms like Sierra.ai, pioneering models where AI handles customer service autonomously, and you only pay when it gets the job done.
This changes everything. Marketing agencies, support teams, and even internal operations are now competing with AI-driven services that are faster, cheaper, and just as effective.
Looking Ahead: A Hybrid Future for MarTech
The report envisions a hybrid MarTech ecosystem, where some companies lean into polished commercial tools while others build bespoke AI-driven solutions. The real winners will be those who mix and match, depending on their unique needs and maturity.
And at the centre of it all? AI co-pilots — your guides that help you navigate tools, generate ideas, and automate real-time decisions.
Conclusion: What This Means for You
The 2025 MarTech Day report makes one abundantly clear: Generative AI isn’t just a tool — it’s the new foundation of MarTech. Whether you’re rethinking your team structure, evaluating your tech stack, or trying to scale campaigns, the opportunity is clear: use AI to work smarter, build faster, and deliver more meaningful customer experiences.
If you're curious about how to apply these trends in your organisation, we’re here to help. Fill in the form below — i’d love to explore how i can support your MarTech transformation.
