#ai

At B2BMX 2026, LinkedIn’s Ty Heath, Global Director of Thought Leadership GTM Strategy and co-founder of The B2B Institute, focused on why B2B deals stall due to buying groups lacking collective confidence rather than losing to competitors, emphasizing that marketers must solve buyability by reducing hidden friction.

G2 has released new product capabilities to help MarTech software companies build trust in the era of AI-driven buying, including tools like the Model Context Protocol (MCP) powered by Claude, according to Demand Gen Report. These features aim to enhance AI-driven buying with trusted data signals, as B2B buyers increasingly rely on AI search for software evaluation.

At the May 2026 MarTech Conference, a panel moderated by A. Lee Judge, co-founder and CMO of Content Monsta, featured marketing leaders Dale Bertrand, Melanie Deziel, Lexie Haggerty from Braze, and Jordache Johnson discussing how to preserve authentic storytelling in an AI-driven era, according to [MarTech](https://martech.org/reclaiming-the-power-of-the-story-fueled-by-data-and-ai/).

Organizations possess massive amounts of unstructured enterprise content, such as customer research, campaign data, transcripts, and institutional knowledge, which has historically been difficult to access efficiently, according to [MarTech](https://martech.org/you-could-already-have-the-data-ai-needs-to-deliver-value/).

At the May 2026 MarTech Conference, a panel moderated by A. Lee Judge, co-founder and CMO of Content Monsta, featured marketing leaders Dale Bertrand, Melanie Deziel, Lexie Haggerty from Braze, and Jordache Johnson discussing how to preserve authentic storytelling amid AI and data influences, according to [MarTech](https://martech.org/reclaiming-the-power-of-the-story-fueled-by-data-and-ai/).

Amplitude and Statsig, previously competitors, announced a partnership in May 2026 where Amplitude will manage the Statsig brand and customer base. This arrangement follows OpenAI's $1.1 billion acquisition of Statsig last year, with the original Statsig team remaining at OpenAI. As a result, Amplitude inherits the platform's code and customer relationships while handling its roadmap and support, potentially affecting customers who valued Statsig's rapid innovation.

Twilio announced three new platform capabilities at SIGNAL 2026 to address fragmented customer journeys, where users repeat information across channels like chat, voice, and email, according to [MarTech](https://martech.org/twilio-launches-conversation-layer-to-unify-ai-and-human-interactions/).

Twilio announced a new conversation layer today at SIGNAL 2026, comprising three components designed to connect data, channels, and both human and AI agents for a continuous customer experience, addressing fragmented interactions across chat, voice, and email.

At Forrester's B2B Summit North America, the firm presented research from 'The GTM Singularity Is Here,' calling for B2B leaders to abandon outdated practices and adopt a customer-obsessed go-to-market (GTM) approach that leverages AI for enhanced buyer engagement and cross-team collaboration, according to Demand Gen Report.

The 2025 MarTech Replacement Survey reveals a sharp drop in replacement activity for major martech categories, with marketing automation falling from 31.1% in 2024 to 19.4% in 2025, CRM declining from 22.1% to 9.7%, and email platforms decreasing from 24.3% to 13.7%, according to [MarTech](https://martech.org/martech-replacement-is-slowing-and-that-changes-everything/).