Top ten global martech analyst Scott Brinker says tech vendor consolidation has begun, agentic AI’s impact deep on marketers to master a complex, multi-agent future
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Top ten global martech analyst Scott Brinker says tech vendor consolidation has begun, agentic AI’s impact deep on marketers to master a complex, multi-agent future
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Host: Andrew Birmingham, Editor - CX | Martech | Ecom
Mi3’s tech editor Andrew Birmingham is joined by global Martech doyenne and Chief Martec's editor-in-chief Scott Brinker to dissect the 2025 Martech Landscape, his famed spaghetti-styled industry maps, now at 15,000 different tech solutions, and what it really means for marketers. From the prolific number of martech vendors and AI-powered tools to the dawn of agentic AI and the quest for a universal data layer to unify fractured data feeds, they unpack the pace, the promise - and the peril - of martech’s accelerating complexity. Brinker explains why martech consolidation is finally underway, why agentic AI may be as transformative as the internet, and what needs to happen before we hit a truly interoperable, multi-agent future. Along the way: data chaos, consumption pricing, cybersecurity blind spots—and why marketers must learn to ride the wave, not be crushed by it.
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