AI agents will infiltrate your martech stack

Episode notes

The past two years saw incredible innovation around AI, and in the past year, much of the AI developments focused on AI agents. Our conversation with Scott Brinker, editor of chiefmartec.com and VP of platform ecosystem at HubSpot, focuses on how AI agents will change the way we manage our marketing technology. While examples abound of AI agents being used in customer-facing applications, they’re making headway in martech stacks, where they can take requests for data, then reach out to various applications in the martech stack like the CRM and CDP to get the data and find answers. What does this mean for marketers and marketing operations professionals who lead the martech orchestra today? According to Brinker, those roles are about to enter a golden age with the help of agents. What remains to be seen is how marketing and marketing ops pros will get their hands on agentic AI. A number of new and existing vendors are battling for market share with AI agents with no clear winner in sight. Our conversation also touches on the current state of the data layer in martech, where data increasingly flows to a data warehouse or data lake.