THE MODERN MARKETING DATA STACK: How marketers become agents of change in an AI-driven world

We’ll start with AI, because every conversation we’ve had in the past year does. AI has completely permeated the martech stack. Whether it’s machine learning pipelines or natural language interfaces, AI is in everything. For marketers, AI has had material impact from end to end: in data management, creative/content delivery, decisioning and measurement.

Agentic AI doesn’t replace probabilistic ML or assistants - it extends them. Agents can take a goal (“launch this campaign”) and execute a series of steps across your stack, surfacing decisions and exceptions for humans instead of trying to run everything on their own. We’re a long way from an AI that plans your life or your media budget end-to-end, but we’re already seeing agents that reliably automate the boring parts.