41% of marketers have tools in their martech stack that aren’t used to some extent, and 27% have tools not used to a great extent. (Integrate, 2023)

81% of tools are still dependent on third-party cookies which might give marketers a hard time with increasing discussions about privacy & data. (Twilio)

Metaverse has a long way to go but AR & VR have the momentum to shape retail marketing this year. (Insider)

At the same time, leading marketing techs providers like Adobe and Hubspot are even faster at utilizing generative AI to add more marketing solutions to their platforms.

Marketers worry about new tech's impact on their marketing performance. They are open to adopting new technologies but want the freedom to do so without fear of negative repercussions, according to a survey of marketers.

The future of Martech from a wide perspective looks like generative AI, no-code, and data issues might change everything this year. From our perspective, Martech will keep growing at the same momentum, but these changes will take a long time.

Marketers will be affected by the new trends and privacy laws, but they can also take advantage of them. It's crucial to track tech partners' movements to stay ahead of competitors and ensure safety.