This is an extract or short data of The state of Marsch 2025 Report that will be published on May 6, 2025. You can obtain the full report of more than 100 pages and access to an extended key presentation of our research by Register for free for #Martechday.
It is not surprising that independent attendees, such as Chatgpt, Claude and Gemini have become omnipresent. In our study of 96 Marsch and Marketing operations leaders, 87.5% reported that these tools are now widely used in their marketing department.
But what about the deepest ragged in the Martech battery?
In general, 42.7% of our respondents said that AI tools are now integrated well – Or with only minor challenges, with its existing Marstch battery. Althegh we saw a significant differentiation between B2B companies compared to B2C, with 54% or B2B that informs easy integration compared to only 15.4% in B2C. (We observe that this is an investment of a previous stereotype or more advanced B2C companies on Marsch than your B2B partners).
So what are marketing specialists with thesis integrations?
We begin, as all the good discussions of AI should, asking about data. In particular, Unstructured dataSince this is where Generation AI LLMS has unlocked a significant new value. Many ideas were buried in calls, emails and other conversational interactions with customs. But until recently, taking advantage of those ideas in a programmatic way was difficult, slow and expectation.
Suddenly, now it’s quite easy.
65.6% of our respondents said they currently use AI to capture, analyze and use data from unstructured customers. The most common unstructured data sources are call recordings and transcripts (41.7%), emails (26%) and chatbot transcripts (26%).
A fascinating source of unstructured data that arise, mainly in B2B, are customer websites. 15.6% of our respondents said they scrape the websites of perspectives and clients to learn about them and adapt the messages and commitment accordingly. Instead of third -party data often overcome on a company, you can now obtain it directly from the source. This will change the game for accounts -based marketing tactics.
The integration of LLM into workflows and marketing automation allows a series of cases of creative and productive use:
68.7% of companies in our study have at least one workflow of LLM or automation already implemented. The “agent workflows” are what are popularly called, even if the agent, how is great autonomy in the game, is sometimes debatable?
The most popular use case is to summarize messages and content (38.5%), followed by the customization of messages and content (31.3%) – Essentialy that works with unstructured content that flows inside and outside the organization. 22.9% use it to translate messages and contained in any direction.
25% use it to investigate customers/prospects to enrich their profiles; Again, more common in B2B environments.
It is the 20.8% that LLMS uses to make or enter a decision based on a structured and/or unstructured data provider that can affirm that it is a real implementation agent Workflows. Such intelligent decision making with at least one degree of autonomy has enormous potential to advance the sophistication and effectiveness of marketing operations. But it is not surprising that companies are carefully procedures here. This is powerful, but very new, and we need to feel for the irregular border of the reliable.
Finally, where are these automation of AI and workflows being built and executed?
Earlier this year, we discuss the apparent orchestration of digital operations for all with AI. Existing marketing platforms existing SAAS and popular works of working flow/IPAA automation are competing for being the automation conductors of AI, essentially expanding their current AI-AI role. But they have a competition of new AI agents platforms, as well as more and more customs.
The results of our study show that, at least for now, Marketing Saas platforms entitled (CRM, MAP, CEP, DXP, CDP, etc.) have leadership, with 44.8% informing that they are implementing automation and workflows of AI. The following two IPAA/workflow automation tools and the developed are developed are less than half of that adoption each, with 19.8% and 18.8% respectively.
The new AI agents platforms, such as Crewai, Lindy, Reavence AI, SUPERAGI, etc., have only an adoption of 8.3%.
Or of course, this is still the first entry, if not the warm -up prior to the game. But the initiative is important, and currently the SAAS platforms that have been the spine of the Marsech battery are the ones that have it.
This publication barely raised the surface of all data and research analysis included in the complete Marsch state 2025 Report. Do not miss the opportunity to obtain the full report with the last landscape of Marsch, a deck of illustrated batteries of Marsch of colleagues such as Itaú, Nationwide, Thomson Reuters and Verizon, and access to a deep presentation of this live or on demand material. Register for free for #Martechday now.
