In this episode of AI Insiders by AI Marketers Guild, David Berkowitz sits down with Scott Brinker, analyst and advisor at chiefmartec, for a wide-ranging conversation on the latest shifts in martech and AI.
Scott shares early insights from his upcoming State of MarTech 2026 report, including why CMS and e-commerce are accelerating, why content marketing has taken a hit, and how AI is changing the build versus buy equation for marketing teams.
The conversation also explores:
Why semantic layers and context engineering matter more than ever
What marketers should understand about human audiences versus bot audiences
Why many AI features inside martech platforms are not seeing strong adoption
Why AI governance remains a major challenge, with only 8% of organizations saying they feel confident in their current practices
Why real AI adoption often happens at the team level, not from the C-suite
What happened to the early promise of agentic commerce
How Scott thinks about AI wrappers, harnesses, and enterprise usability
This session is especially useful for senior marketers, founders, marketing ops leaders, and anyone trying to make sense of where martech is heading next.
Watch the full conversation on AI Marketers Guild’s YouTube channel for the complete discussion and more insights from Scott Brinker of chiefmartec.