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With all the hype around AI, it should be no surprise that I’ve run into many less tech-savvy marketing team members who think AI does everything now. However, there are limitations to its capabilities, and wise marketers will combine AI’s capabilities with their existing technology to — as the mechanic’s motto dictates — use the […]

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Question: Why is webinar email copy often ineffective, and what proven frameworks can marketers use to write promotional emails that actually convert?

Every few years, loyalty comes under renewed scrutiny. Customers are described as fickle. Switching costs are low. Attention spans are shrinking. The story is familiar: loyalty is no longer realistic in a digital, price-sensitive world.  That framing is convenient and mostly wrong. Loyalty didn’t disappear. Brands diluted it — slowly, deliberately and often unintentionally —

Marketing organizations are racing to adopt AI while simultaneously trying to contain it. About 76.6% of marketers now have AI policies in place, up from 55.3% just a year earlier, per the Association of National Advertisers’ January 2026 survey (registration required). Investment is also surging. Nearly 89% plan to increase AI spending, and two-thirds would

Marketing has long worked on the assumption that there are two paths to understand people and markets — often described as “nuance versus numbers.” Nuance wants to know how people feel, how brands are conceptualized and understood, what unknown drivers cause human behavior and what drives business success. Numbers want to know exactly how big

Last quarter, I watched a marketing team spend $180,000 on an attribution platform they’d been lobbying for all year. The demos were impressive. The business case was approved. The contract was signed. Three months later, they still couldn’t get reliable data from it. No one had mapped which systems needed to connect to it, who

HubSpot wrapped up 2025 with a batch of updates that feel very “operational” in the best way: more control over your data, clearer insights into how your segments are performing and practical AI improvements that reduce noise (and wasted credits). Below are the December 13 updates we think are most worth your time, organized into

The email inbox is undergoing an AI-driven remodel that changes the way subscribers use it, how they view and manage their email and their relationships with the people who send them messages. Instead of serving as a static source of messages that require clicks to deliver their information payloads, the inbox will be the next

AI is changing how people discover, compare and choose — across every industry. But not every industry is equally vulnerable. New research from BCG maps where large language models (LLMs) are likely to disrupt the consumer journey, and it breaks the landscape into four clear archetypes: Breached, Undefended, Contested and Secured. Each one tells a

Your brand is being evaluated, summarized and recommended — or ignored — thousands of times per day by AI systems. For most enterprises, this is happening without visibility, measurement or control. AI is no longer just influencing search results. It is replacing the website as the first — and often only — customer touchpoint. Platforms