Category: MarTech Futurist

Gartner finds 57% of consumers trust brand messaging less because of AI-generated content. HBR, Marketing Week, and Gartner on the marketing decision nobody owns: what to stop producing.

Okta shipped agent identity into core SSO, Gartner put customer IAM among the top three value platforms and forecast a $4.8B securing-AI market, and MarTech named the correction test governance programs skip. Greg Kihlström on why the permission set is now the martech specification with the shortest fuse.

Coordination consumes 35 to 60 percent of work time in knowledge-intensive organizations. McKinsey, Gartner, Marketing Week, and MarketingProfs on why the handoffs between workflow steps cap the return on marketing AI.

New research from HBR and Salesforce’s Paula Goldman points at the same blind spot in AI-enabled marketing: speed at one step moves work to a step nobody measures. A practitioner’s guide to finding it.

HBR, Gartner, and Marketing Week converged this week on one question blocking AI value in marketing: who holds the authority to decide. A practitioner’s guide to assigning it.

Adrian Leow at Gartner named the gap this week: agents perceive information efficiently and fall short on contextualized decisions. Four sources supply the job description for the humans standing on the other side of that line.

Forrester, HBR, and Marketing Week converged inside five days on the constraint behind every AI routing decision: the manager layer making the call came up through channels. Selection is a judgment act.

Gartner, HBR, and the CMO Spend Survey converged inside five days on one change to martech economics: AI pricing moved from a seat to a meter. What that does to Q4 planning.

Gartner finds 11% of organizations cannot say what their function spent on AI in 2025, and 82% of marketers lack a clear view of campaign performance. Naming an owner was the easy part.

McKinsey, HBR, the CMO Survey, and Marketing Week converged in 72 hours on one constraint for AI value: diffuse accountability. How to name the owner.