Your Brand’s Marketing is Data-Driven. Do Your Sources Agree?

Five years ago, a customer looking for a service typed a query, which we could bid on and measure, says Service Club CMO Michiel Das. "Today, a meaningful share of that same intent goes to an AI assistant instead. There is no query to buy and no results page to rank on. There is an answer, and you are either in it or you are not."

Composability and AI are ushering in a new era of Martech flexibility, giving organisations greater control over their data, technology choices and ability to innovate.

As enterprises move beyond simply unifying customer data, the next challenge is making that context actionable across marketing, AI and commercial systems, says Mohamed Ali, RVP MENA at Zeotap.

The latest report finds shopping app sessions up 15% globally, with North America and Singapore leading growth as paid acquisition takes a larger share of the media mix.

ReelShort and its rivals didn't win on story alone. Their real edge is a data-driven acquisition and monetisation engine built like a game.

RCS and mobile messaging are reshaping customer engagement, but Karine Terzibachi of Attentive outlines that relevance, visibility and trust will determine whether brands can turn richer messages into lasting customer relationships.

AI is reshaping performance and lifecycle marketing by automating repetitive work while shifting marketers towards strategy, context-building, creativity, and human judgment.

Merkle MENA’s Deepak Mankani outlines that only retailers who move from fragmented stacks to integrated, agentic CXM will bag higher conversion, bigger baskets, and lower service costs.

As AI accelerates marketing decisions, Sarah Maina of AppsFlyer explains why trusted measurement, reliable data and human oversight will determine whether that speed translates into sustainable business growth.

The report findings reveal where marketers are willing to let AI recommend, prepare, optimise and act, and where human oversight remains essential.