Regardless of size, most companies are using some form of martech, from email automation tools like MailChimp to social media management tools like Sprout Social. For enterprise-level organizations, the explosion of tools combined with new capabilities like AI and machine learning make it possible to scale marketing efforts more quickly and efficiently than ever before. Even so, there is a dark side to all this tech--namely, confusion. In 2011, Scott Brinker's martech landscape contained just 150 tools. A survey by the World Advertising Research Center and global finance company BDO, revealed that 76% of marketers wanted to add more tools to their existing martech stack.

Technology is developing today at a pace that's never been seen before. New advancements and breakthroughs happen far more readily than at any time in the past. One of the most talked-about areas of cutting-edge tech is that of artificial intelligence (AI). AI is driving the digital transformation of organizations in all manner of niches. So wide-ranging are the applications of AI, that you've probably already interacted with an example of the tech today.

In this article, we will discuss the ways artificial intelligence is changing marketing and why this marks a positive change. This article will also discuss how metadata can be more revealing than event data itself when collected and analyzed in aggregate, and why making all this data functional is the main strength of AI technology. 

Today, artificial intelligence (AI), sensors, and digital platforms--and an explosion of data--have already increased the opportunity for learning more effectively; but competing on the rate of learning will become a necessity in the 2020s. The dynamic, uncertain business environment will require companies to focus more on discovery and adaptation instead of forecasting and planning. Artificial intelligence, particularly machine learning, has played an important role in digital advertising for a long time now. In fact, the industry wouldn't exist at this scale without AI powering the performance of your campaigns. There is no shortage of claims in the world of martech -- particularly when it comes to artificial intelligence.

I am not a software person but still could say one thing that the more evil human shall become the more disastrous future these AI shall bring upon them.Afterall they are all babies trying to learn characters from their environment.

If you're a marketing leader, odds are, you're already rolling out artificial intelligence (AI) or at least thinking that you should. By automating tedious tasks and generating new insights from data, AI can both make your employees' lives easier and enable you and them to make better decisions. But here's something else I'd lay odds on: Before you can get your AI or other new tech plans off the ground, you have to jump through a number of old-fashioned hoops. As a CMO, I've had to deal with all of these obstacles in my AI and other marketing technology (martech) initiatives. Here's some of what I've learned about overcoming them.

When it comes to emerging technology, most consumers are often quite fearful of this kind of change. Many are concerned that automation will eliminate thousands of jobs in the near future. Others fear that their private data can be bought and sold, putting them in danger or removing any sense of privacy from the internet. A great deal of consumers are also incredibly skeptical of Machine Learning, Big Data, and Artificial Intelligence specifically. Only 35% of customers state that they are comfortable interacting with businesses that utilize AI – even though 84% of us use AI-based devices and services frequently, such as Siri and Google Home.

In the wonderful world of marketing technology (MarTech), the only constant is change--and 2020 will be no exception. Some trends will be the result of transformative technology becoming more accessible. On the other hand, data won't be as accessible as it once was between increased data regulation and privacy concerns. The key to navigating these trends successfully is keeping yourself informed on why they matter and what their impact will be. So, let's dive into three of the top MarTech trends to keep in mind over the next year.

Since 2018, marketing technology (MarTech) has seen year-on-year growth of 22 percent with estimated market size of $121.5 billion globally. Combined, the North American and UK MarTech market are worth $65.9 billion. As marketers vie for the attention of an increasingly fickle consumer, they've turned to more sophisticated MarTech tools. Marketers are using tech to focus on customer experiences regardless of the media platform. This paves the way for customer experience optimization and tracking, as echoed by WARC's study in which over half of respondents noted that customer experience optimization is a high priority for their organization.

Emily is a Research Principal at G2 focusing on marketing and advertising software. She earned her Bachelor of Science in Business Administration degree and Master of Business Administration degree (concentrating in Marketing and Business Analytics) from the Georgia Institute of Technology. She's worked in varying industries, including fashion technology, media consulting, information technology, employee well-being, and finance and accounting. Over the past 7 years, her main focus areas include brand marketing, demand generation, customer marketing, content marketing, and digital marketing. She enjoys coaching and volunteering for Girls on the Run, attending concerts and music festivals, running half marathons, traveling, and hiking.