Tag: Gartner

From Greg Kihlström’s Martech Futurist blog. Capability is arriving on a purchase order. The capacity to decide what an agent may do, verify what it did, and answer for the result arrives through hiring, training, and organizational design, and it arrives much more slowly. The last three editions worked…

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…

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 and press releases tell a story vendor marketing won’t. The gap between AI investment and AI readiness keeps widening. CMOs are caught between two pressures at once: deploy AI at scale, while their own customers turn to AI to screen out AI-generated marketing. Better messaging won’t close…

Recent research surfaces a single dominant pattern: the AI infrastructure layer and the data layer underneath it are consolidating faster than most marketing organizations are restructuring around them. Gartner’s latest forecast puts global AI spending at $2.59 trillion in 2026, a 47% jump year-over-year, with enterprises still trailing vendors…

Yesterday was not a typical news day for marketing technology — it was Google Marketing Live, and the volume and scope of announcements signal a structural shift in how marketing infrastructure is being rebuilt around AI agents. But before Chief Marketing Officers (CMOs) get swept up in the excitement,…

This week’s scan across Harvard Business Review, McKinsey, Gartner, Forrester, MarketingProfs, and the AMA Journal of Marketing converges on a structural problem: the tactics marketers use to persuade buyers and the metrics they use to prove value both assume a human on the other side. AI now occupies that…

The latest insights converge on a single, uncomfortable truth: most marketing organizations are investing in AI at the wrong layer. They’re deploying tools on top of broken operating models and dirty data, then wondering why the ROI isn’t materializing. The gap between AI ambition and AI readiness has never…

The CMO role is being rewritten by the marketing technology (and related) architecture that is running the enterprise. Forrester’s new research makes it explicit: the next-generation CMO isn’t running campaigns, they’re orchestrating networks of AI agents, data pipelines, and human specialists. The question isn’t whether this is coming, or…

Recent research from Forrester, Gartner, and HBR converges on a hard truth: the AI transition in marketing has moved past experimentation — and most teams aren’t ready for what comes next. Forrester’s Brian Hopkins identifies the core failure: we’re tracking prompts run and content generated, not pipeline influenced and…