Martech

After 15 years of relentless expansion, the marketing technology landscape has hit a plateau. At MartechDay 2026, Scott Brinker and Frans Riemersma explained why the flat headline masks the industry's most significant structural shift in history.

Thirty-seven percent of TV producers now use AI to identify stories to cover. For brands still pitching the old way, the window to catch up is closing fast.

As tariffs and trade uncertainty reshape how buyers purchase, the companies built to flex at the payments layer are pulling ahead of those that aren't.

The competitive advantage no longer belongs to the company with the most data — it belongs to the one that communicates it most clearly.

Most brands already have what it takes to start using AI-powered marketing tools — they just don't know it yet.

As mobile users grow numb to the buzz and the badge, smart brands are learning that the best message is one that meets people where they already are.

Businesses across EMEA continue to invest in AI and CRM, yet customers remain on hold, repeat themselves, and leave dissatisfied. The issue lies not with the technology, but with the underlying systems supporting it.

Why the next generation of marketing systems is helping teams turn information into action — and why the best leaders are reframing the AI conversation entirely.

In the zero-click era, ranking on Google is no longer enough. The question is whether AI will reference you at all.

AI helps merchandisers surface hidden winners, cut opportunity cost, and act on catalog signals before the window closes.