What’s Hot in Martech: Which Trends Will Matter in 2027?

What’s really shaping the MarTech landscape in 2027? Between GenAI and AI Agents hype, tighter budgets, and growing pressure for efficiency, marketing teams face a critical question: which technologies deliver real business impact — and which are just short-lived trends? This panel explores the key developments around AI agents, first-party data, composable stacks, retail media, governance, and the evolving role of marketing organizations. Featuring practical insights and real-world examples, the discussion will examine how AI and automation are transforming processes, teams, and decision-making — and which MarTech trends are set to define the future of marketing.