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Data readiness is the missing foundation of AI-powered marketing

Our industry is rushing headlong toward an AI-powered future. The promise is captivating: intelligent systems that can predict market shifts, personalize customer experiences and drive unprecedented growth. Yet in that race, many organizations are short-changing or even skipping a critical first step. They are building sophisticated engines but trying to run them on unrefined fuel. …

How marketers can spark traveler wanderlust with emotion, authenticity and video

While the travel media ecosystem remains fragmented, there are some key elements that marketers can utilize to drive decisions by appealing to consumers’ emotions. The Expedia Group’s recently released “Science of Wanderlust” research provides insights and a roadmap. Wanderlust is the emotional spark that drives travel decisions, and the focus of the study was on …

Five truths you need to know about martech, and what to do about them

An old proverb states that it is “Better to be hurt by the truth than comforted with a lie.” A roundtable of martech experts I recently hosted proved the truth of that, validating many things I had long feared to admit to myself. Here they are: Five truths we must address to move forward more …

Why B2B companies struggle to adopt account-based marketing — and how to fix it

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 it so difficult for B2B organizations to shift from a lead-centric mindset to an account-based strategy — and how can …

AI Visibility Index: What three months of data reveals by Semrush Enterprise

AI search evolves every month. This constant flux is reshaping which brands get visibility and which sources AI models trust most. We now have three months of data in the AI Visibility Index, tracking ChatGPT and Google AI Mode. The key takeaway: AI search is volatile. This is likely to be normal for the immediate …

Why your martech still feels like a cost center — and how AI changes that

Despite the significant investment poured into martech, most organizations still operate at a basic level, sending batch-and-blast emails and running simple A/B tests. New McKinsey research adds more evidence about the state of martech maturity and shows the same issues persist. Despite the market ballooning to $131 billion in 2023 and projected to hit $215 …

The quiet positioning mistakes that kill growth

Many teams position around what sounds compelling instead of what’s true. It works for a moment — demos spike and early reactions look positive. However, the gap between the pitch and the product is always evident during onboarding. That gap is where credibility breaks. A chocolate ad struck me as funny — and not in …

Conversational AI is growing rapidly, but consumers have a few concerns

MarTechCharts regularly highlights data of interest to marketers and marketing operations professionals. Source: “Inside the Conversational AI Revolution,” from Twilio. The use of conversational AI for customer service and sales is rapidly increasing, according to a new report from Twilio, which found 63% of organizations in either the final or complete stages of development, and …

October 2025 HubSpot updates include faster files, cleaner data and smarter AI

October’s HubSpot releases are packed with subtle but meaningful improvements and features that remove steps, simplify collaboration and make your data a little cleaner. You’ll notice improved record views, new AI enhancements and a long-awaited Google Drive integration that finally closes the loop between HubSpot and your shared files. From the everyday fixes you didn’t …

IAB Tech Lab unveils Agentic RTB Framework to boost real-time ad trading efficiency

The IAB Tech Lab has released the Agentic RTB Framework (ARTF) v1.0 for public comment, introducing a new technical specification designed to accelerate and streamline real-time bidding in digital advertising. The framework standardizes agentic interoperability within shared data center environments, enabling faster, containerized interactions between demand-side platforms (DSPs), supply-side platforms (SSPs), and other services. According …