The commercial martech landscape is undergoing a seismic shift driven by the rapid integration of artificial intelligence. Incumbent platforms and products are leading this charge by embedding AI capabilities directly into their existing tools and workflows—a phenomenon we call “embedded AI.” These enhancements are designed to amplify efficiency and functionality without disrupting established systems.
Simultaneously, a deluge of AI-native martech products has entered the scene. These emerging tools, often developed by independent creators or startups, specialize in areas such as content creation, data analysis, personal productivity, and simple AI agent automation. Most of these tools complement incumbent platforms rather than replace them. Marketplaces for major platforms like HubSpot, Salesforce, and Shopify have seen an explosion of AI app integrations, reflecting a burgeoning ecosystem.
However, not all new entrants are content with playing a complementary role. A subset of these AI-native tools aims to disrupt the status quo, positioning themselves as direct competitors to established leaders. These “challengers” benefit from the freedom to reimagine martech categories from scratch, unencumbered by legacy constraints. Yet, they face formidable obstacles in overcoming the widespread adoption and resources of incumbent platforms.
This dynamic mirrors a timeless pattern in technology adoption. As Alex Rampell noted nearly a decade ago, “The battle between every startup and incumbent comes down to whether the startup gets distribution before the incumbent gets innovation.” The race between these two forces—distribution versus innovation—is accelerating in the AI era, reshaping the martech landscape at an unprecedented pace.
What You Can Expect in This Session:
- Insights into the growing trend of “embedded AI” within incumbent martech platforms.
- An overview of the expanding ecosystem of AI-native martech tools and their specialization areas.
- Examples of how major platforms like HubSpot, Salesforce, and Shopify are integrating AI apps.
- A discussion on the competitive dynamics between AI-native challengers and established market leaders.
- Key strategies for leveraging both incumbent and emerging AI tools to future-proof your martech stack.
- Predictions on how the race between distribution and innovation will shape the industry.
- Practical guidance on how AI-driven tools can:
- Enhance sales performance by providing predictive analytics and personalized customer insights.
- Transform marketing strategies through dynamic content generation and hyper-targeted campaigns.
- Boost revenue growth by identifying untapped opportunities and automating lead nurturing processes.
- Strengthen competitive advantage by enabling faster innovation cycles and more agile decision-making.
About the Presenter:
Scott Brinker is a leading authority in the martech industry, known for his expertise in navigating the intersection of marketing, technology, and strategy. As the VP of Platform Ecosystem at HubSpot and the editor of the renowned ChiefMartec blog, Scott has been at the forefront of martech innovation for over a decade. He is the creator of the annual Martech Landscape Supergraphic, which maps the explosive growth and evolution of marketing technology solutions. A sought-after speaker and author, Scott brings a wealth of insights on how organizations can harness emerging technologies to drive business growth, optimize operations, and maintain a competitive edge in an ever-changing digital landscape.
