Martech

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.

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.

Every system can report success, and the customer still doesn't get help. Why CX leaders need to test the full journey, not just each platform's uptime.

Synthetic data promises speed and scale, but "digital twins" and statistical personas are not the same thing — and confusing them can be costly.

Analysis of $130 million in ad spend across 65,000 Meta Partnership Ads uncovers lessons for how brands can build a creative system that beats fatigue and never runs out of winning ads.

Retail media is pushing marketers beyond attribution and platform metrics, as InMarket’s Michael Della Penna and Basis’ Amy Rumpler explain why incrementality and business outcomes are becoming the new standard for measuring advertising impact.

The report finds US consumers have tighter budgets, growing AI influence and high customer experience expectations heading into the holiday season