The real AI opportunity is creating new value
Cost savings are only the beginning. Learn how organizations move from AI-driven efficiency to entirely new sources of growth.
Contributor
Frans Riemersma's latest articles
Martech 2026: AI drives a major industry reset
Flat growth masks a deeper shift as AI moves to the center of value creation and forces a rethink of how martech stacks are built.
Why SaaS is moving from features to outcomes
AI is compressing feature value and shifting how SaaS gets priced. Outcomes now drive growth, differentiation, and monetization.
Why AI adoption is high but integration is failing in martech
Most companies use AI but few integrate it. Here’s why the gap exists and how the agentic stack connects systems and decisions.
How to architect AI agents in your martech stack
AI agents introduce probabilistic decision-making into deterministic stacks. Define intent, enforce guardrails and architect agents that scale.
Two content models emerging in the AI-driven web economy
Zero-click search and AI assistants are changing how value flows online, forcing new strategies for publishers and brands alike.
Marketing artificial intelligence (AI)
How to speed up AI adoption and turn hype into results
AI succeeds when people, process and technology mature together. Here’s how to move from early pilots to sustainable productivity.
Marketing artificial intelligence (AI)
3 actions you must take to thrive in the agentic era of marketing
Staying ahead in marketing now depends on navigating AI agents' growing influence on your tech stack, your customers and your role as a leader.
AI is forcing a shift from data silos to shared customer context
The next wave of digital transformation is about connecting context. AI reveals the gaps between how companies store data and how customers experience it.
Martech stacks evolve through capabilities, not tools
Future-ready stacks combine SaaS, AI, workflows and human skills into adaptive systems. Here’s how to manage capabilities as your new foundation.
3 steps to align your stack with strategy
What separates martech outperformers from the rest? New research reveals how lean, focused stacks drive strategic results.
Marketing artificial intelligence (AI)
Martech Landscape 2025: Growing, shrinking and reshaping all at once
The new normal in martech is tools, AI adoption and stack architecture all going through seismic shifts at the same time.
Marketing artificial intelligence (AI)
What genAI means for your marketing skills
GenAI is on the rise, but many teams still lack clear policies. This survey shows how AI use and governance vary across marketing functions.
Marketing artificial intelligence (AI)
How B2B and B2C brands adopt genAI — same tech, different strategies
Explore how B2B and B2C companies adopt genAI differently — from sales cycles to social media strategies and beyond.
Marketing artificial intelligence (AI)
The top 50 genAI use cases in marketing
Content, data, ads and more — see where genAI is innovating marketing and where it’s struggling to make an impact.
Marketing artificial intelligence (AI)
Why your company needs a brand LLM to thrive
Integrating a brand LLM is essential for managing your company’s most valuable asset — your brand identity.
3 steps to increase your martech budget
With martech budgets facing cuts, CMOs must rethink metrics, align stakeholders and prove value to secure investments.
Unlock the real value of genAI in martech
Learn which generative AI solutions deliver tangible martech results — boosting efficiency and scaling operations effectively.
The best deployment model for martech genAI
Revolutionize your martech team's genAI approach with a dynamic blend of open, decentralized and centralized models for integration.
3 elements of a customer technology strategy
Tips for shifting from siloed martech, salestech and support tech to a cohesive strategy for seamless customer interactions.
The impact of martech on company value
Focusing on effectiveness over efficiency is crucial for demonstrating martech's impact on business performance.
The truth behind martech stack composability
Research-backed insights on martech composability, including the role of center platforms, specialist apps and effective handover processes.
14,106 martech tools reveal 3 trends you should master
What you need to know about martech consolidation, atomization of specialist tools and the untapped potential of generative AI in martech stacks.