AI agents will infiltrate your martech stack
Will AI agents usher in a golden age of marketing ops? Scott Brinker says it could be the case.
The past two years saw incredible innovation around AI, and in the past year, much of the AI developments focused on AI agents.
Our conversation with Scott Brinker, editor of chiefmartec.com and VP of platform ecosystem at HubSpot, focuses on how AI agents will change the way we manage our marketing technology.
While examples abound of AI agents being used in customer-facing applications, they’re making headway in martech stacks, where they can take requests for data, then reach out to various applications in the stack like the CRM and CDP to get the data and find answers.
What does this mean for marketers and marketing operations professionals who lead the martech orchestra today?
According to Brinker, those roles are about to enter a golden age thanks to AI agents. Marketing operations professionals will be the ones who vet, deploy and integrate AI agents and will play a significant role in training others in marketing to use them as well.
What remains to be seen is how marketing and marketing ops pros will get their hands on agentic AI. A number of new and existing vendors are battling for market share with AI agents with no clear winner in sight.
Our conversation also touches on the current state of the data layer in martech, where data increasingly flows to a data warehouse or data lake.
Where this all gets really interesting, according Brinker, is where the data and the agents come together. The organizations with the best data will be favored to win.
Dig deeper: When will Agentforce make its mark on Salesforce earnings? Wait ’til next year
More episodes:
- Voice agents will change how you think about your brand and your website
- What can marketers learn from the Savannah Bananas?
- What do C-level execs think of their GTM strategies?
- How influencer marketing became an essential marketing channel
- Want to really understand marketing operations? Talk to this guy
- Why it’s harder to build an audience than ever before
- Is the way we build and measure brands changing?
Catch every episode of Conversations with MarTech here on the MarTech website, on the MarTech YouTube channel or on your favorite podcast channels, including Apple and Spotify.
Scott Brinker will be reviewing the 2025 State of Your Stack Survey during the opening keynote of the MarTech Conference, which runs March 26–26, 2025. See the agenda and get your free pass to this online event.
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