As automation spans planning and execution, marketers need system-level controls to manage risk.

In August 2026, we analyzed 4,480 ChatGPT responses across 16 B2B software and platform categories to compile the AI Visibility Index.

AI will touch every stage of marketing mix modeling (MMM), from cleaning data and building models to translating complex findings into plain English. But speed and automation alone won't make measurement more valuable. The bigger opportunity is using AI to help marketers get from measurement to decisions, and ultimately action, while keeping humans in the loop. ROI is one of the biggest reasons marketers turn to MMM. Focusing too narrowly on it obscures the rest of the value measurement provides.

SMS marketing is permission-based brand communication sent by text message, spanning promotional alerts, restock and shipping notifications, loyalty updates, and conversational two-way messaging. It sits alongside email as a core owned channel.

AI tools need clear context and insights to improve utility and earn strategic trust.

Automation can fill resource gaps while also tying more of advertisers’ workflows to Meta.

TikTok builds an agentic AI hub as marketer adoption grows: The payoff is less manual work, faster decisions, and smoother buying across the funnel.

Meta misses on EPS and cash flow: Marketers should expect more AI ad tools as the company tries to justify heavier spending.

Omnicom reports strong Q2 from integrated media: Agencies now need bundled, AI-ready services to win larger client accounts.

In today's podcast episode, we discuss the patterns behind where AI agents are being built, the technologies that are enabling marketers to do things they couldn't do before, and where marketing campaigns are actually won or lost before a single ad is ever run. Join Senior Director of Podcasts and host Marcus Johnson, Principal Analyst Yory Wurmser, and Head of GTM at Rokt mParticle, Nicholas Craig. Listen wherever you get your podcasts, or watch on YouTube or Spotify.

AI creates new work: AI is speeding content creation, but governance and workflow organization—not AI itself—are the biggest deciders of efficiency.

Agentic CDPs close the gap: AI turns unified customer data into actions, but value depends on clean data and measurable business outcomes.

68% of PPC professionals at agencies worldwide say their agency is automating repetitive tasks to increase efficiency and cut costs, the top AI-evolution response in a December 2025 survey from PPCSurvey.

Meta rolls out AI business assistant to all advertisers: Its automation push could give advertisers better results, but threatens the traditional agency model.

This FAQ explores why event marketing is growing, what new technologies are changing the event landscape, and how marketers should approach event strategy in 2026.

Automation is becoming programmatic’s second engine, as PubMatic’s latest results highlight early traction from agentic AI tools.

Creative and content production tops the list of martech areas marketers expect AI to disrupt most, cited by 27% of UK and North America respondents, according to a November 2025 survey from StackAdapt and Ascend2.

HubSpot, Canva, and Semrush build publisher arms to secure first-party reach as AI disrupts search.

Omnicom's scale expanded faster than organic growth; its IPG deal-driven revenue surge contrasts with modest underlying performance in its core business.

Agency roles are shifting upward; execution is becoming software, while oversight, integration, and governance gain importance.