Homegrown martech tools are making a comeback
There’s been a surge in homegrown martech tools in the past year, and AI is almost certainly the reason why.
MarTechCharts regularly highlights data of interest to marketers and marketing operations professionals.
MarTech’s 2025 State of Your Stack Survey found nearly one-quarter of the tools and capabilities marketers plan to add to their stacks will be homegrown solutions.
While nearly 60% of those new tools will come from commercial vendors, this is a surprising turnaround.
Another survey, the 2024 MarTech Replacement Survey, which was conducted less than a year earlier, found homegrown solutions were on the verge of extinction.
More than 70% of Replacement Survey respondents said they replaced commercial tools with another commercial tool, while less than 10% replaced a commercial application with a homegrown solution.
What’s behind this re-emergence of homegrown martech applications? It’s likely AI. Artificial intelligence enables the “citizen developers” who create applications without deep coding knowledge or experience.
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