Happy parties, and happy marketing teachers!
Here is a wonderful way to prepare and get excited for the new year that is just around the corner. Frans Riemersma and I just published our latest report, Marsch for 2025. There are 108 pages of our latest research and analysis of what is happening real with marketing technology in Maelstrom or AI Madness.
There are no lots of exaggeration. Only hard data and a useful framework of the facts.
You can collect a free copy here.
Here is a quick look at something inside …
One of the themes we cover is the evolutionary structure of the Marsch industry in the AI era and how that is changing the marketing technology batteries and marketing operations with it.
In the center of the commercial landscape of Marsch, titular products and platforms have quickly added new capabilities of AI. We call this “integrated” because it works in the existing working tools and flows that you already have in place.
But there is also a flood Or thousands or new native Marshas of AI. Most are “independent” tools in the long tail of the Marshus landscape. They tend to specialize in one thing, or some things, mainly in content production, data analysis, personal productivity or simple automation of artificial intelligence agents.
Most of these tools are complementary to existing title platforms. In fact, markets around the main platforms such as Hubspot, Salesforce and Shopify have seen significant growth in the number of applications comprehensions listed in recent months.
Of course, some newcomers are more competitive than complementary to existing market leaders. These Native AI “challengers” have the advantage of a blank sheet of paper on which to reinvent their respective Marsch categories, but are at a serious disadvantage against the dominant position of the widely adopted headlines.
Then it once was. As Alex Rampell declared 9 years ago, “the battle between each startup and headline is reduced to whether the startup receives distribution before the holder obtains innovation.” The race is on.
So where are the marketing specialists who pale the AI integrated into their existing products and platforms, and where are they experiencing with new independent tools or challengers?
The centerpiece of our Martech report for 2025 is one of the deepest studies of the use cases of GEN AI in current marketing. It is changing rapidly, but this is a snapshot or approximately 50 cases of use of marketing with data on which they are used frequently or frequently, and for use cases are the integrated AI of the delivery of marketing specialists in existing tools or resort to new AI tools.
From a fast look, you can see that many of the cases of use for new tools of AI revolve around the production of content and new ways of interacting with the data, especially unstructured “knowledge” data. Cases of use of GEN AI integrated in existing tools naturally flow to current work meetings, email, campaign optimization, customization, etc.
In particular, a number or marketing specialists report that they use integrated and new tools in many thesis categories. Good! It is a good time to experiment and learn what is possible in your technological battery.
But it is happening more beyond the commercial products of Saas in the landscape of Marsch.
There is the new “service as software” model, an intelligent work in the acronym SAAS. Instead of paying the seats or the use of computing/storage, where it depends on the buyer to the buyer to achieve the results they are doing, a new generation of AI agents is offered in a cost cost base.
IA customer service bots are the most popular example, such as Sierra.Ai. Or in B2B Marketing and Sales, AI Agent Sdrs and BDRS, such as 11x and AISDR. (Although there are some reservations about that experience, depending on how it unfolds).
We have advocated for many years about the combination of software and services to help markets better help achieve their objectives. This emerging generation of service software offers as a model is a promising model to deliver it.
But the even greater change we see is the explosion of personalized applications that are created with explicit, or more revolutionary implicit -Elopment of software with co -drivers and AI agents. This is the Ai-Visination of low code/without code capacities that have empowered it in the legs, marketing operations professionals and users of “citizen developers” to build their own applications and specialized automation.
IA coding co -pilots have already dramatically accelerated software creation by professionals. Google recently said that 25% of its new code has been written by AI.
Tools without code are also receiving the treatment of AI, which makes it easy for non -developers to create their own applications, workflows and web experiences. While there are thousands of commercial applications of Mars, the low code platforms/without thesis thesis code enable millions of custom applications.
But that is about to be eclipsed by AI agents who will build software programs at the instances of users Without these users realizing.
Here is a simple example of this “instant software.” I asked ChatgPP to create a graphic for stock or stock market data. Complied in seconds. However, when I click on the small icon to see exactly how he created that graph, he showed me that he wrote a Python program and executed it in my salary. I didn’t do it ash It is writing a software program. If I had clicks for more details on the table, I would like to know that a Python program had written or executed the legs. But one was.
We could have a fun philosophical debate about whether IA agents discover how to make applications made by users constitute a real software development. But when you can see the python code that wrote the AI, it is difficult to argue that it is No software. It is simply not visible software.
It is the final stage of the democratization of marketing technology, where a whole kind of capabilities of Marsch becomes environmental and automatic.
Is this incredible exciting? YEAH. Is it also something scary? YEAH.
Directing and orchestrating this new environment with AI will be a massive challenge. Or, more positive, a great opportunity. We have the anticipation of the legs such as the emergence of the great operations, a nod to the Big Data analogy, where is the volume, speed and the variety of applications, automation and AI agents, all that are executed in parallel, in our largest digital operations.
This is just a letter sample of what we cover on Mars for 2025, so collect a copy.
Oh, but wait, there is more!
The research that Frans and I have spent the last 5 months working have been supported by five excellent sponsors. While they had no voice in our editorial, we took advantage of their experience for a series of sincere interviews about AI and the data issues on Marsch that on the pioneer border with the work they are doing.
These are not sales arguments. They are perspectives of five really intelligent leaders who shape our industry, which we have included in the report. We believe you will find them as fascinating as we did:
Chris O’Neill, CEO or Growstloop
Extreme to end marketing in your cloud of data with AI
Handhar, CEO or hightouch tiles
Why the next wave beyond CDP is the decision of AI
Greg Brunk, product manager at Metarouter
The best friend of a CDP: Data quality of ‘Left Displacement’
Sara Faatz, Director, Relations of the Community of Technology in Progress
Composability lessons for marketing operations
Jonathan Moran, Marketing Chief of Marsch Solutions in SAS
Fill the governance voids for generative AI
A few hours of reading await you here. Like an incredible 2025 ahead!
