Martech Report Predicts Agentic Era Reshapes Marketing
The Martech for 2026 report, authored by Scott Brinker and Frans Riemersma and sponsored by GrowthLoop, Hightouch, Intuit Mailchimp, MetaRouter, Progress, SAS, and Treasure Data, outlines major shifts in marketing technology and buyer behavior relevant to 2026. It reports that 90.3% of marketing organizations use AI agents (only 23.3% in full production), flags context engineering as critical with 56.3% citing poor data quality, and forecasts hybrid SaaS–AI stacks, buyer-side agents, and AEO as central strategic priorities.
Key Points
- 1Report finds 90.3% of marketing teams use AI agents, but only 23.3% in full production
- 2Highlights context engineering as competitive advantage amid 56.3% citing poor data quality
- 3Urges hybrid SaaS–AI stacks and real-time infrastructure to meet personalization and AEO demands
Scoring Rationale
Actionable, industry-wide analysis grounded in survey and McKinsey data; limited originality, mainly synthesizes known trends.
Sources
Public references used for this report.
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