现代营销数据栈：AI驱动世界中营销人员如何成为变革推动者

THE MODERNMARKETINGDATA STACK How marketers become agents of changein an AI-driven world TABLE OFCONTENTS THE MARTECH STACK: EVOLUTION IN ACTION3 THE 2026 MODERN MARKETING DATA STACK20 The Marketing Data and AI Foundation25The AI Data Cloud for Marketing27LLMs29Services Providers31Customer 36032Activation and Delivery40Analytics and Measurement44Collaboration48Marketing Cloud50 MARKETING DATA STACK SUCCESS STORIES52 APPENDIX60 THE MARTECH STACKEVOLUTION IN ACTION Last year we identified a “new normal” in the martech/adtech world — a trio of axes along which the space wouldbe organized going forward. We argued, and the subsequent year demonstrated, that artificial intelligence, privacyand data gravity had become the new elemental forces shaping the world of marketing and advertising technologies.But the recognition of these persistent forces should not create the impression of a static industry. Far from it.Under the influence of those three forces, the martech and adtech spheres are changing faster than ever. We’ll start with AI, because every conversation we’ve had inthe past year does. AI has completely permeated the martechstack. Whether it’s machine learning pipelines or naturallanguage interfaces, AI is in everything. For marketers, AI hashad material impact from end to end: in data management,creative/content delivery, decisioning and measurement. While in some cases CDP functionality is being folded intolarger products, often through acquisition, many remainingCDPs are expanding their own functionality and moving intothe space occupied by customer engagement platforms. there are real, effective agentic solutions out there, but none ofthem are going to plan and book your next overseas vacation.Unless maybe you’re planning your next vacation for 2028. AI is also magnifying the impact of data gravity — the desire tounify enterprise data on a single platform. Greater transparency,governance and security in a silo-resistant environmentmake sure that all the right data, and only the right data, areincorporated into AI models. Other factors, such as avoidingSaaS lock-in, drive data gravity, too. In sum, these forcesinfluence the evolution of multiple martech categories —particularly the customer data platform. “The genesis of CDPs was marketers needing a way to bringtogether data to easily action any campaign or program,and close loop on measurement,” says Scott Brinker, Editorat chiefmartec. “That’s as true today as 10 years ago. But howit plays out for these platforms is changing.” And the advancements keep coming. The single biggest topicin the AI space in 2025 has been agents. Agentic AI promisesto move us from the probabilistic workflows of ML and the“here’s your answer” helpfulness of AI assistants into a worldof independent, decision-making agents. At the moment, Add it together, and the space in which CDPs play — and thevalue they bring to marketers — is fundamentally shifting, duein large part to the pull of data gravity, as brands work to unifytheir customer data with the rest of the enterprise data estateon a single platform. For the individual marketer or advertising platform, the bestmove may be to protect one’s own relationship with one’scustomers or audience by proactively committing not to“whatever we’re allowed to do,” but to a thoughtful approach thatfosters relationships and brand identification through sensitivehandling of data and well-targeted, high-value communications.In an era of increasing scrutiny, trust is one of the most valuableassets a brand can build, and the hardest to rebuild once broken. Whereas the topic of AI represents a lot of activity all inone general direction (up and to the right), and data gravityhas a singular pull, the privacy space has lately been moreabout turbulence than momentum. As we publish this report,the third-party cookie is alive and well, while Google iscontemplating a renewed role for fingerprinting, one of the lessprivacy-forward methods of data collection. “Consumer safety should be the driving force,” says JuanMendoza, CEO of The Martech Weekly. “Data privacy willcontinue to take center stage.” These are the key insights in this year’s Modern MarketingData Stack report, and they’re a large part of the reason thestack itself continues to evolve. But before we look at how thetechnologies and their interplay is changing, let’s go a bit deeperinto the industry-level effects of these three primal forces. Privacy is always shaped by three stakeholders: tech vendorsand marketing orgs that see data as a way to offer betterservices and better value; consumers who want the benefitsof such data sharing but also want to feel more control overtheir data; and regulatory bodies that seek to balance thesuccess of the marketplace with appropriate consumerprotections. As technology and regulatory approaches shift,marketers must step up and proactively build consumer trustwithin existing regulatory frameworks. AI ACCELERATES TOWARDAN AGENT-DRI