Struggling with brand consistency? The solution isn’t necessarily more tools. It’s the right tools, assembled and aligned with intention. By Canto Published on May 15, 2026 Most marketing teams have no shortage of tools. In fact, the average B2B organization manages between 12 and 20 martech tools. And yet, maintaining brand consistency at scale … Continue reading Build a martech stack that makes it easy to manage your brand by Canto
Scaling AI without a clear governance layer risks uncoordinated liability. Delegated authority gives your agents the guardrails needed to act with confidence. By Allen Martinez Published on April 30, 2026 SailPoint’s AI agent research found that 80% of organizations report their AI agents took unintended actions. Only 44% have formal governance policies in … Continue reading Delegated authority is the missing layer in the AI martech stack
AI is making coordination tools easier to replicate, putting pricing pressure on parts of the marketing stack that deliver convenience rather than operational risk. By Gareth Chilton March 12, 2026 Much of the marketing stack is priced and purchased as infrastructure, but many parts are actually coordination layers that AI can increasingly replicate. … Continue reading AI is repricing the marketing stack, not collapsing it
AI agents introduce probabilistic decision-making into deterministic stacks. Define intent, enforce guardrails and architect agents that scale. By Frans Riemersma February 27, 2026 • AI agents are spreading quickly across organizations. They’re replacing specific components, layering on top of existing systems and introducing something fundamentally new: probabilistic decision-making inside deterministic architectures. The question … Continue reading How to architect AI agents in your martech stack
Unified AI across sales and marketing sounds great — until misaligned consent and governance rules stop it in its tracks. By MarTechBot February 23, 2026 In MarTech’s “MarTechBot explains it all” feature, we pose a marketing question to our very own MarTechBot, which is trained on the MarTech website archives and has access to … Continue reading How to future-proof your AI stack with data governance
AI costs don’t scale like licenses or infrastructure. Learn why inference and orchestration drive volatility — and how teams can regain visibility and control. By Angela Vega January 19, 2026 Early in my career, the technology contracts I signed were fairly straightforward. I knew what I was paying for, how many seats I … Continue reading Why AI is the most unpredictable cost in the martech stack
Marketing stacks with too many underused platforms are adding cost, complexity and drag where efficiency was promised. By Tav Laskauskas January 16, 2026 Every week, there’s a new AI-powered marketing tool promising to revolutionize your workflow. It’s tempting to try them all. But here’s what’s actually happening: marketing stacks are more cluttered than … Continue reading How to tell if you have too many tools in your stack
Data is exploding, stacks are sprawling, and AI is raising the stakes. Discover what needs to sit at the center of your martech stack — before it’s too late. Mike Pastore on September 5, 2025 As data and AI become the dominant forces in marketing, the real question is no longer if your martech … Continue reading What should sit at the center of your martech stack in the age of AI?
Better cooperation between IT, marketing and data means fewer turf wars, but every app carries some risk. Mike Pastore on July 30, 2025 There are more than 15,000 martech tools available on the market today, and each of them is a potential risk for your organization. As with any software product, the applications themselves … Continue reading Who’s watching the security of your martech stack?
Forget polished brochures — Gen Z wants TikToks and texts. Here’s how to rebuild your martech stack for them. Alicia Arnold on June 5, 2025 Building a martech stack requires careful consideration — alignment with business goals, key features, integration, and compliance. But in higher education, those traditional criteria are no longer enough. Today’s … Continue reading Gen Z is forcing a rebuild of the martech stack in higher ed and beyond
