Category: MarTech Futurist

Recent research signals a pivotal inflection point for marketing organizations: AI is moving beyond merely a productivity tool to become the operating system of marketing itself. But the gap between AI’s promise and its practical deployment is widening, not narrowing. Three structural tensions are emerging that CMOs must confront…

AI agents now sit on both sides of the transaction. They rank the information that shapes a purchase, they buy on a person’s behalf, and they sell inside answer engines and assistants. Forrester made the stakes plain for marketing leaders this week: brands market to machines as well as…

Three reports landed this week from the big enterprise-intelligence shops, and read side by side they tell one story. AI is doing more than changing how marketing runs day to day. It’s changing who you’re even selling to. Brand matters more now than it has in years, and at…

This week’s research, insights, and news provide a consistent signal from the analyst desks: the limiting factor on AI value is organizational, and the vendor market is reorganizing to sell against that limit. Forrester argues that agentic AI inherits and amplifies the flaws of the operating model it runs…

This week’s signals point to a structural shift in go-to-market architecture, not incremental AI feature adoption. The convergence of AI-mediated B2B buying (HBR’s “dark funnel” research), agentic commerce payment infrastructure (Visa/Mastercard), and persistent gaps in AI ROI measurement creates a strategic inflection point for marketing leaders. CMOs who treat…

This week’s research from Gartner and Forrester keeps circling the same (potentially uncomfortable) point for CMOs. AI is pulling apart tools marketers have leaned on for decades, and it’s quietly raising the bar on the work that’s left: brand, customer experience, and commerce all now demand more rigor and…

A split runs through this week’s research, and it’s the uncomfortable kind for CMOs. Companies are pointing AI in two opposite directions. One group uses it to defend what they already do: trimming costs, automating the busywork. The other points it at growth: new revenue channels, a customer experience…

The dominant story in recent enterprise marketing research is a widening execution gap in agentic AI. Investment keeps climbing. Scaling doesn’t. Across the new reports, the same picture keeps surfacing — most organizations are spending on AI without operationalizing it.

Recent research keeps circling the same problem: companies want AI to do more than they’ve built the infrastructure to support, and the gap is starting to show up on the scoreboard. Three findings stand out.

Salesforce agreed to buy Contentful on June 1. Sitecore bought Scrunch on June 3. Inside 48 hours, two of the larger experience-platform vendors paid to move AI agents to the center of how content gets made and found. Salesforce is taking Contentful, the Berlin-founded headless content platform that serves…