The newly released Martech for 2026 report, a 127 page study authored by industry analysts Scott Brinker and Frans Riemersma, outlines how artificial intelligence, data maturity and evolving marketing operations are reshaping the global martech landscape. The report, published without a paywall or registration requirement, compiles insights from recent surveys, interviews and platform level observations to offer practitioners a grounded view of where marketing technology is headed over the next two years.
According to the authors, the accelerating adoption of AI across marketing teams has created both enthusiasm and confusion. The report stresses that while AI has become embedded in content creation, workflows and optimisation, not all forms of AI offer the same level of disruptive impact. The study categorises AI participation in marketing into three broad types of agents, noting that only one type can fundamentally reshape marketing organisations. Although the authors do not frame AI as a singular breakthrough, they emphasise that the widening use of agentic systems, copilots and automation layers is already influencing how teams ideate, plan and operate.
A central theme of the report is the need to separate hype from practical reality. Brinker and Riemersma argue that SaaS ecosystems and AI capabilities are converging, but not in the dramatic ways often portrayed in industry conversations. Instead, marketing teams are moving toward hybrid environments where deterministic systems such as rules based automation work alongside non deterministic AI systems. This mix requires new governance, evaluation standards and an understanding of when marketers should rely on predictable workflows versus when generative systems offer greater value.
The study’s analysis of recent data from its AI and Data in Marketing survey reveals that adoption patterns are still maturing. Many marketers are experimenting with AI for content and ideation, but fewer have embedded AI deeply into orchestration, data infrastructure or measurement. The authors highlight a growing operational gap between teams that are using AI to accelerate execution and those that are using it to redesign underlying processes. They describe this gap as one of the most important transition points for organisations preparing for 2026.
Context engineering emerges as another major focus area. The report notes that marketers are increasingly working with a wider range of data sources, from behavioural and transactional data to contextual and environmental signals. The authors describe context engineering as the discipline of structuring, scoring and activating these sources in ways that improve how AI models interpret situations and make decisions. They argue that this will become a critical competency as teams expand their use of AI to personalise experiences and automate decision making.
Brinker and Riemersma also outline the growing importance of value engineering in what they describe as Marketing Ops 3.0. Their analysis suggests that the next stage of marketing operations will go beyond scaling tools and implementing campaigns. Instead, teams will focus on aligning technology choices with business outcomes, cost structures and measurable impact. The authors believe this shift will be driven by economic pressures and increased scrutiny on technology investments.
One of the recurring discussions in the report is the tension between “The Factory” and “The Laboratory” inside marketing organisations. The Factory refers to the operational engine that ensures reliable delivery across channels and campaigns. The Laboratory represents the experimental space where teams explore new ideas, AI capabilities and unconventional strategies. The authors suggest that effective marketing organisations will need to balance both, with clear boundaries and integration points that allow innovation to inform execution without destabilising core operations.
In addition to the core analysis, the report features conversations with leaders from seven sponsor companies, each discussing their perspective on emerging trends. GrowthLoop’s contribution centres on the importance of data quality and the foundational role of clean pipelines in enabling AI. Hightouch focuses on how AI agents could reshape workflows by automating campaign setup and data movement. Intuit Mailchimp discusses the rise of AI among mid market brands that previously lacked access to sophisticated tools.
MetaRouter examines first mile data challenges and argues that early stage data collection and governance will determine how well organisations can use AI downstream. Progress offers a perspective on the human aspects of AI adoption, emphasising skills, mindset and organisational design. SAS contributes insights on why more automation is not always better, stressing the need for precision and responsible scaling. Treasure Data discusses the evolving role of customer data platforms as AI driven personalisation becomes more central to brand strategy.
Across these viewpoints, the common thread is the growing need for clarity and discipline in how organisations adopt AI. Several leaders interviewed for the report emphasise that while AI promises speed and efficiency, it also demands stronger controls, data stewardship and well defined processes to avoid over reliance on automated systems.
The report concludes that 2026 will be less about radical reinvention and more about consolidation, maturity and operational depth. The authors observe that marketing teams that treat AI as an extension of their existing systems, rather than a wholesale replacement, will be better positioned to benefit from it. They also anticipate that conversations around governance, transparency and the role of human judgment will become more important as AI moves further into core decision making.
By presenting its analysis in clear language and avoiding unnecessary technical terminology, the Martech for 2026 report positions itself as a reference point for marketers seeking actionable guidance rather than speculation. With its grounded interpretation of industry trends and its focus on practical realities, the study offers a comprehensive view of how AI and data will shape marketing in the near future, and how teams can prepare to navigate that transition effectively.
Please note: To access the full report, kindly check : https://content.martechday.com/martech-for-2026.pdf
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