#marketing

At Snowflake Summit '26 the company positioned itself as a System of Intelligence that combines AI agents, governance, customer data, and business operations in one environment.

Snowflake rebranded several AI offerings and introduced CoWork and CoCo as building blocks for AI-powered workflows. It also launched Cortex Sense, a context layer that supplies AI systems with company-specific language, processes, and business rules.

MarTech reports that most brand teams rely on dashboards, weekly reports, and periodic social feed checks for competitor tracking. These systems surface what happened last week but do not identify shifts or openings. Social listening tools count mentions and score sentiment after activity occurs.

AI changes the scope by tracking messaging shifts, audience sentiment themes, content strategy changes, and positioning gaps across more competitors daily.

Nearly half of B2B SaaS companies have cut or reduced marketing roles because of AI. Most reductions occurred through quietly stopping backfills and allowing attrition to shrink teams, according to MarTech.

Wynter’s report “How B2B Marketing Actually Uses AI” surveyed 100 directors, VPs, and heads of marketing at mid-market and enterprise SaaS companies.

AI is the main driver of increased martech budgets, according to MarTech. Research on martech performance finds that only 49% of martech tools are actively used and only 15% of organizations qualify as high performers who meet strategic goals and demonstrate positive ROI.

This gap has produced what MarTech describes as workslop: low-quality, generic output that results when teams are pressured to use AI for higher volume while receiving less time for quality control.

Leadership often fails to...

AI is now the main driver of increased martech budgets, according to MarTech. Research on martech performance finds that only 49% of martech tools are actively used. Only 15% of organizations qualify as high performers who meet strategic goals and demonstrate a positive ROI.

This gap produces workslop, defined as low-quality generic output that results when teams face pressure to use AI for higher volume without time for quality control.

Leadership often fails to define how to use AI and what...

AI is now the main driver of increased martech budgets, yet only 49% of martech tools are actively used and just 15% of organizations qualify as high performers who meet strategic goals and demonstrate positive ROI, according to MarTech.

Research on martech performance shows that leadership often fails to define how to use AI and what success looks like.

Marketing leaders face growing pressures as AI transforms how brands gain visibility, with only 49% of Fortune 500 top marketers holding the CMO title, down from 55% a year ago, according to a Forrester report cited in a MarTech article. Over one in five Fortune 500 companies have changed their entire marketing leadership in the past 12 months, and the average CMO tenure has fallen to 3.9 years, the shortest in the C-suite.

Marketers obtain stronger outputs from large language models when they treat the systems as sparring partners instead of answer machines, according to MarTech.

Tech columnist Christopher Mims described a test using prediction scenarios from Polymarket. Pure AI models outperformed human-only groups. Hybrid teams that accepted AI answers without challenge performed worse than AI alone.

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.

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/).

AI is already transforming marketing by altering discovery, buying decisions, and market competition, yet many marketing leaders are primarily evaluated on campaign execution rather than guiding enterprise transformation, according to MarTech. Gartner research indicates that 82% of business leaders believe their company’s brand and culture must evolve to keep pace with AI, but only 15% of CEOs see their marketing leader as strongly AI savvy, creating a gap that threatens marketing’s strategic...

In the rush to implement artificial intelligence for marketing and operations, organizations often neglect the importance of clean, accessible, and connected data, according to Demand Gen Report. The article highlights that AI systems may launch on time with sophisticated models and impressive dashboards, but marketing teams frequently abandon them within weeks due to untrustworthy recommendations stemming from weak data foundations.

Iterable, an AI customer engagement platform, announced the launch of Nova Agent, which uses real-time AI to adapt campaigns and ensure precise personalization at scale, according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/iterable-launches-ai-agent-to-scale-personalization/52538/).

At the Spring 2026 MarTech conference, participants in the MarTech Vibe Marketing Lab engaged in hands-on collaboration to create marketing tools for Harlem Grown, a nonprofit dedicated to urban farming and youth mentorship, where one team developed a story engine to transform a single impact story into various content pieces while maintaining consistent voice.