Bullying by major MarTech suite vendors is definitely a thing.

Many organizations believe they are standardizing their martech stack. In reality, the stack is standardizing them.

A notable shift is underway across the agency and consulting landscape. Over the past few years, major services firms have begun acquiring AI and analytics product companies at an accelerating pace.

Over the past 18 months, virtually every MarTech and digital vendor has rushed to add AI and agentic features to their roadmaps. Drafting copilots, predictive segments, automated tagging, journey optimization, and agents for everything from campaign creation to analytics.

At this point virtually every MarTech and Digital vendor has rushed to add AI and Agentic features to their roadmaps and offerings. As the dust settles, MarTech leaders are left with stacks cluttered with overlapping features, clouded value, and potential cost escalators.