AI is meant to save MarTech teams time. So why does everyone feel busier? This is the AI productivity paradox: saved hours leak into proofreading, rework and reports nobody reads. Here’s where that time really goes, what IKEA and Mars do differently, and how to decide which work stays human.
Having AI capability in your MarTech stack doesn’t mean you’re ready to realise value from it. Learn how to identify genuine quick wins, assess readiness and prioritise the foundations that matter.
AI let every marketing team build for itself, and the queue outside the MarTech Centre of Excellence disappeared almost overnight. So is the function still relevant? Its mission never changed. But the roles, the KPIs and the risks certainly have. Here is what a modern MarTech COE looks like, and how to measure one.
A MarTech value audit has to cover four dimensions: people, process, data and AI activation. Here’s what each one examines – and the one most frameworks miss.
Digital ad fraud is not just wasting your budget anymore, it is actively messing up your MarTech data. Today, scammers are using advanced AI to create incredibly realistic bots that mimic human behaviour, easily tricking standard security tools. The real danger is how this fake data quietly pollutes your entire tech stack, leading to broken experience optimisation results, messy CRM databases, and ad algorithms that waste money targeting ghosts.
Discover how major brands like Vodafone and Rakuten are fighting back by cleaning up their data pipelines and turning AI into their best defence shield.
Understand the key differences between client-side and server-side tagging, how each approach impacts data accuracy, website performance, and privacy, and when to use them together for a modern, reliable tracking strategy.
Most MarTech audits document the stack but fail to assess how effectively people, processes, and technology are creating value from it. With MarTech utilisation now sitting at just 49% according to Gartner, the challenge is no longer access to technology, but unlocking the value already inside the stack. Read the full article to explore why most MarTech audits fail to drive change, and what a value-led audit should look like instead.
Most organisations spend heavily on marketing technology — yet a large portion of that investment goes under-utilised. MarTech Value Engineering shifts the focus from buying more tools to engineering measurable business value from the tools you already have. It guides teams to identify capability gaps, align technology with outcomes, and prioritise the use cases that truly move the needle. The result? A tighter, more impactful stack, better adoption, and a MarTech engine that fuels growth rather than just complexity. Read the full article to unlock more value from your MarTech stack.
Entering MarTech felt like engaging with a living system, data constantly flowing, decisions reacting in real time, and every interaction shaping what comes next.
The cracks in traditional MarTech became impossible to ignore in 2025. In 2026, they become undeniable. This article outlines the ten shifts reshaping marketing, and what leaders must do to stay competitive.
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