Marketing is increasingly solidifying itself as a discipline deeply shaped by technology in 2026. Never before has so much data been produced; never have so many channels competed for consumer attention; and never have expectations for personalized experiences been so high.
In this context of abundant information, platforms, and potential customer journeys, marketing teams face pressure to balance creativity with operational efficiency. In this scenario, AI-driven MarTech is becoming a structural pillar of how brands operate.
The adoption of artificial intelligence has already reached significant levels. In 2023, Gartner predicted that by 2025, 63% of marketing leaders would plan to invest in generative AI. Here we are in 2026, and that figure will almost certainly be even higher over the next biennium.
Another study, The State of Martech 2025 report, shows that 70% of CMOs see AI agents as one of the most transformative technologies marketing has ever experienced. These agents are not only enhancing workflows; they are beginning to replace entire processes. In fact, 38% of CMOs predict that between 16% and 50% of current marketing functions will be replaced or restructured by AI agents over the next 24 months.
The role of AI, CDPs, and automation in building continuous experiences
The growing maturity of Customer Data Platforms (CDPs) reinforces this movement. In recent years, the industry has accelerated both acquisitions and functional expansion, underscoring that data unification has become a prerequisite for efficient operations. Beyond simply organising information, CDPs now feed AI models capable of predicting behaviors, adjusting campaigns in real time, and building sophisticated omnichannel journeys.
This transforms the relationship between brands and consumers: generic communication exits the stage, giving way to tailored, contextual, and continuous experiences.
The results are already measurable. Global reports indicate that marketing automation combined with AI can generate returns of more than five dollars for every dollar invested, in addition to increasing conversion rates and digital engagement. Hyper-personalisation, supported by generative models that assess context, history, and behaviour in seconds, allows brands to deliver recommendations and messages with precision comparable to that of native technology platforms.
And beyond hyper-personalisation, the next leap will be ethical predictive marketing. In 2026, it will no longer be enough to anticipate individual desires; it will be necessary to predict collective behaviours and align campaigns with social, environmental, and cultural values.
AI will enable brands not only to respond to consumers but also to lead conscious consumption movements, balancing growth with positive impact. This is the frontier where technology stops being merely a tool and becomes a purpose.
Of course, there are two sides to this evolution. While we experience such rapid growth, technological advancement also brings challenges. Data fragmentation remains an obstacle for many organisations, which must deal with silos, inconsistencies, and legacy systems. Internal adoption is another sensitive point: beyond implementing tools, it is essential to build culture, train teams, and establish governance so that potential turns into practice.
More than efficiency gains, the advance of artificial intelligence in marketing also redefines the human dimension of relationships. Technology does not merely optimise processes; it creates conditions to strengthen trust between brands and consumers.
When data and algorithms are used transparently and responsibly, each interaction stops being merely transactional and becomes an opportunity to build long-lasting relationships based on relevance and respect. This is the true competitive differentiator: combining technological innovation with positive human impact.
The new logic of AI-driven marketing
Technical integration between CDPs, automation, BI, CRM, and AI models remains complex and requires careful planning. And in a time of increasing global regulation, balancing personalisation and privacy has become essential. Transparency in data usage and explicit consumer consent are now inseparable elements of any strategy.
Even so, the movement is clear and irreversible. Marketing in 2026 will be driven by data and artificial intelligence, and companies that fail to keep pace risk losing relevance. Investing now means building solid foundations to handle the speed of market change, respond to new regulatory demands, and meet consumers who expect clearer, more useful, and more personalised experiences.
AI-driven MarTech represents a new form of relationship between brands and people. Technology makes it possible to better understand each context, deliver interactions that make sense at the right moment, and strengthen value exchange throughout the journey. By embedding this logic into daily operations, companies create the conditions to evolve consistently and maintain stronger, longer-lasting connections in an ever-changing digital landscape.
The question is no longer whether your company will adopt AI, but whether it will do so quickly enough to remain relevant.
The future of marketing will not be purely technological; it will be human and strategic. It is in this balance that we will build lasting relationships.
Source: https://itforum.com.br/colunas/marketing-impulsionado-ia-2026