Martech rau 2026: Kev hloov pauv hauv AI, Cov ntaub ntawv, thiab tus cwj pwm ntawm tus neeg yuav khoom txhua tus thawj coj yuav tsum ua
cov Martech rau 2026 report, sau los ntawm Scott Brinker: XNUMX Lab tus kiv cua tos koj rau Webtalk! thiab Frans Riemersma thiab txhawb nqa los ntawm GrowthLoop, Hightouch, Intuit Mailchimp, MetaRouter, Progress, SAS, Thiab Cov ntaub ntawv muaj nqis, captures qhov kev hloov pauv feem ntau tshwm sim thoob plaws kev lag luam, thev naus laus zis, thiab tus cwj pwm ntawm tus neeg yuav khoom. Dab tsi hauv qab no yog cov ntsiab lus tseem ceeb tshaj plaws raws li kev lag luam npaj rau 2026, tab sis nws tseem ceeb heev uas yuav tsum nco ntsoov tias cov no tsuas yog ib feem ntawm qhov tob pom hauv daim ntawv qhia tag nrho.
Table of Contents
Cov ntaub ntawv spans tus neeg sawv cev AI, pawg architecture, kev cuam tshuam ntawm tus neeg yuav khoom, kev tsim qauv, thiab lub luag haujlwm ntawm cov neeg lag luam yav tom ntej; nws yog nplua nuj nrog cov ntaub ntawv, piv txwv, thiab kev taw qhia es tsis yog kev kwv yees lossis platitudes. Thiab vim tias pab pawg tau xaiv tsis tso nws hauv qab lub firewall, txhua tus thawj coj tuaj yeem nkag mus rau nws dawb thiab muab kev nkag siab rau kev xyaum tam sim ntawd.
Lub Agentic Era tau los txog—Tab sis feem ntau pab pawg tseem ntxov
Ib qho kev tshwm sim tseem ceeb yog sai npaum li cas AI Cov neeg sawv cev tau hloov los ntawm qhov tshiab mus rau kev ua haujlwm tiag tiag.
90.3% ntawm cov koom haum kev lag luam tam sim no siv AI tus neeg sawv cev hauv qee lub peev xwm, tsis tau tsuas yog 23.3% tau muab tso rau hauv tag nrho cov khoom.
Martech rau 2026
Feem ntau tseem tab tom sim, sim, lossis khiav lawv hauv kev txwv tsis pub ua haujlwm. Qhov sib txawv ntawm qhov kev sim thiab kev ua haujlwm ua haujlwm sawv cev rau kev sib tw zoo heev rau cov pab pawg uas xav thawb mus tom ntej.
Cov neeg sawv cev AI tau ua pov thawj muaj txiaj ntsig zoo tshaj plaws hauv kev ua haujlwm hauv qab: cov ntsiab lus tsim khoom, segmentation, kev txheeb xyuas kev sib tw, thiab kev txhawb nqa cov ntaub ntawv. Cov ntsiab lus ib leeg yog siv los ntawm 68.9% ntawm pab pawg, xav txog yuav ua li cas thaum ntxov thiab aggressively marketers tau leaned ntawm generative cov cuab yeej rau ntau lawm thiab optimization. Cov neeg sawv cev sab hauv no yog tsim kom muaj txiaj ntsig zoo tau txais txiaj ntsig thaum tso tawm cov neeg lag luam los tsom rau lub tswv yim.
Cov ntsiab lus Engineering yog qhov zoo tshaj plaws kev sib tw tshiab
Daim ntawv tshaj tawm ua rau qhov tsis txaus ntseeg: AI kev vam meej tam sim no nyob deb tsawg dua ntawm cov qauv thiab ntau dua ntawm cov ntaub ntawv zoo thiab cov ntsiab lus ntws.
56.3% ntawm cov neeg lag luam hais txog cov ntaub ntawv tsis zoo raws li lawv qhov kev sib tw loj tshaj plaws,
Martech rau 2026
Cov kws sau ntawv sib cav tias kev lag luam tab tom nkag mus rau lub sijhawm tshiab - cov txheej txheem ntawm cov ntsiab lus. Tsis yog tsuas yog khaws cia cov ntaub ntawv lossis ua haujlwm ua haujlwm, cov koom haum ua haujlwm tsim lawv cov pawg kom xa cov ntaub ntawv raug, nyob rau lub sijhawm, mus rau tus neeg sawv cev zoo. Qhov kev qhuab qhia no, termed context engineering, spans integration, governance, orchestration, and real-time signal activation. Nws xav tau kev sib koom ua ke ntawm kev ua haujlwm sib luag thiab yuam cov pab pawg kom rov xav txog lawv cov qauv tsim los ntawm hauv av.
Qhov no yog qhov twg CDP, cov ntaub ntawv warehouses, iPaaS platforms, thiab cov cuab yeej tshuaj ntsuam xyuas ua ke nrog tus neeg sawv cev AI. Daim ntawv tshaj tawm kev kho mob ntawm cov ncauj lus no yog qhov dav, qhia cov neeg lag luam li cas cov peev txheej no ua haujlwm ua ke los tsim kom muaj kev sib koom ua ke, hloov kho, thiab AI-npaj ecosystem.
Hybrid Martech Stacks Yuav txhais 2026
Txawm hais tias muaj kev xav dav dav tias AI tuaj yeem hloov pauv SaaS, daim ntawv tshaj tawm tawm tsam cov lus piav qhia no nrog cov ntaub ntawv meej thiab ceev faj tsom xam. SaaS tsis tuag - qhov tseeb, nws tseem ceeb heev. Lub neej yav tom ntej yog hybrid: AI cov neeg sawv cev augmenting thiab txhim kho kev txiav txim siab SaaS systems es tsis hloov lawv.
85.4% ntawm cov neeg teb hais tias AI 1 nws. Tsuas yog 30.1% tshaj tawm tej kev hloov ntawm lub peev xwm.
Martech rau 2026
SaaS platforms tseem ceeb heev rau kev tswj hwm, kev ruaj ntseg, thiab kev ua haujlwm zoo ib yam, thaum cov neeg ua haujlwm qhia txog kev hloov pauv, kev pom, thiab kev muaj tswv yim.
Cov kws sau ntawv ua tau zoo heev ntawm kev kos duab toj roob hauv pes no, piav qhia vim li cas cov qauv hybrid ua tau zoo tshaj plaws-AI lossis ntshiab-SaaS txoj hauv kev thiab qhia txog yuav ua li cas cov koom haum yuav tsum tsim cov kev sib txuas ntawm lawv cov pawg.
Buyer-Side Agents yuav Reshape lub Funnel
Qhov kev cuam tshuam loj tshaj plaws uas tau hais tseg hauv tsab ntawv ceeb toom tsis tshwm sim hauv pawg lag luam - nws tau tshwm sim hauv tes ntawm cov neeg yuav khoom. Cov neeg tau txais kev pab thiab kev lag luam tau vam khom rau AI pab xws li Sib tham GPT, Claude, Gemini, Thiab Kev ntxhov siab mus tshawb nrhiav, ntsuas, thiab txawm yuav khoom yam tsis tau mus xyuas lub hom phiaj lub vev xaib. Qhov kev hloov pauv no nyuaj rau 25 xyoo ntawm SEO-driven nrhiav tau thiab dramatically txo visibility nyob rau hauv thaum ntxov funnel.
Daim ntawv tshaj tawm suav nrog cov txheeb cais tawm los ntawm McKinsey:
- 50% ntawm cov neeg siv khoom twb tau siv AI-powered search
- 20-50% ntawm cov kev tshawb nrhiav ib txwm muaj kev pheej hmoo
- $ 750 nphom hauv cov neeg siv khoom siv yuav ntws los ntawm AI-kev tshawb nrhiav los ntawm 2028
Qhov kev hloov pauv no catalyzes qhov nce AEO (AI Engine Optimization) - qhov kev hloov pauv tom ntej ntawm SEO. Daim ntawv tshaj tawm tsis tsuas yog piav qhia qhov kev hloov pauv no kom meej tab sis kuj tseem muab cov tswv yim tswv yim, cov cuab yeej tawm tshiab, thiab cov piv txwv ntawm cov neeg lag luam tuaj yeem cuam tshuam rau sab nraud thiab off-domain AI-tsim kev paub.
Personalization thiab Real-Time Relevance Reach New Expectations
Daim ntawv tshaj tawm qhia tias cov neeg siv khoom xav tau nce nrawm dua li qhov qub. Personalization tau tsiv dhau lub npe thiab ntu; Cov neeg siv khoom tam sim no cia siab tias txhua qhov kev sib cuam tshuam - ntawm qhov chaw, ntawm email, sib tham, thiab txawm tias los ntawm AI intermediaries - yuav tsum yog contextually cuam tshuam thiab teb tam sim no.
Qhov no thawb cov neeg lag luam mus rau lub sijhawm tiag tiag hauv kev tsim kho vaj tse, kev hloov pauv kev taug kev, thiab AI-tsav kev xaiv xaiv. Cov neeg yuav khoom cia siab tias cov hom lag luam paub lawv yam tsis muaj kev hla ciam teb, thiab AI ua qhov no tsuas yog thaum lub kaw lus nruj nruj thiab tswj hwm.
Cov kws sau ntawv kuj qhia tias qhov no txawv li cas rau B2B thiab B2C cov koom haum, txheeb xyuas cov nqi saws thiab cov teeb meem hauv kev ua haujlwm.
AI Efficiency yuav tsum sib npaug nrog cov neeg siv khoom kev paub (CX)
Daim ntawv tshaj tawm tau hais meej txog qhov kev pheej hmoo txaus ntshai: AI ua rau nws yooj yim heev los cuam tshuam cov neeg siv khoom yog tias siv rau kev ua tau zoo. Automated outbound agents, AI SDRs, thiab high-volume sequences tuaj yeem ua rau cov neeg siv khoom txaus siab thiab kev ntseeg siab.
Txhawm rau daws qhov no, daim ntawv tshaj tawm qhia txog kev tiv thaiv kev ua haujlwm tshwj xeeb:
- Xyuas kom cov neeg siv khoom tuaj yeem ncav cuag tib neeg
- Ua cov neeg yuav khoom zais cia tsis tu ncua thiab kev xeem taug kev
- Tshawb xyuas txhua tus neeg sawv cev ntawm tus neeg siv khoom rau kev sib tw, raug, thiab tsim nyog
- In B2B, ceeb toom rau cov neeg sawv cev thaum cov neeg sawv cev sib txuas lus hauv lawv lub npe los tiv thaiv qhov tseeb
Tshooj lus no tshwj xeeb yog qhov ua tau zoo thiab muaj lub hauv paus hauv paus rau kev tiv thaiv AI kev siv ntau dhau los ntawm kev ua kom tsis zoo lossis kev puas tsuaj rau cov khoom lag luam.
Cov neeg lag luam xav tau ib hom kev coj noj coj ua tshiab
Cov kws sau ntawv tau hais tias tag kis cov neeg lag luam tseem ceeb tshaj plaws tsis yog cov uas tuaj yeem ua lej-lawv yog cov uas tuaj yeem coj AI nrog lub tswv yim, kev xav, thiab muaj tswv yim meej. Kev paub AI, tsis yog kev txawj ntse engineering, dhau los ua qhov tseem ceeb muaj peev xwm.
Daim ntawv tshaj tawm hais txog qhov kev hloov pauv no raws li lub sijhawm ua haujlwm rau lub sijhawm CMOs thiab cov neeg ua lag luam. Tsis txhob ntshai automation, cov thawj coj yuav tsum tso AI ua tus sib npaug rau tib neeg muaj tswv yim, kev txiav txim siab, thiab kev tsim kho tshiab.
Vim Li Cas Phau Ntawv Qhia Tag Nrho Tseem Ceeb Nyeem
Cov khoom siv tseem ceeb no ntes tsuas yog qhov chaw. Daim ntawv qhia tag nrho muaj ntau yam ntxiv:
- Cov ncauj lus kom ntxaws txog 20+ pawg ntawm AI tus neeg sawv cev
- Architecture qauv rau hybrid SaaS-AI pawg
- Kev sib tham tob nrog cov thawj coj thoob plaws GrowthLoop, Hightouch, Intuit Mailchimp, MetaRouter, Progress, SAS, Thiab Cov ntaub ntawv muaj nqis
- Cov piv txwv ntawm kev ua haujlwm, kev txiav txim siab, thiab orchestration
- Ib tug neeg muag khoom-nruab nrab tsom xam ntawm cov txheej txheem tshwm sim zoo li MCP thiab A2A
- Kev taw qhia tswv yim rau tus kheej, kev tswj xyuas cov ntaub ntawv, thiab kev tsim tus neeg sawv cev
Dab tsi ua rau daim ntawv qhia no tseem ceeb tshwj xeeb yog nws qhov tseeb. Tsis yog cov neeg nyeem poob rau hauv hype, nws muaj cov kev nkag siab hauv av, cov ntaub ntawv rov qab cov lus qhia, thiab cov tswv yim ua haujlwm rau cov thawj coj ntsuas qhov twg los nqis peev ntxiv tom ntej. Thiab vim pab neeg xaiv tsis mus rau lub rooj vag nws, leej twg tuaj yeem rub nws tam sim ntawd thiab pib siv qhov kev nkag siab.
Rau cov lag luam npaj 2026 txoj hauv kev-txawm hais tias cov thawj coj cov ntaub ntawv, CMOs, ops directors, los yog founders-daim ntawv qhia yog ib tug ntawm cov clearest, feem ntau cov kev taw qhia muaj nyob rau yuav ua li cas AI yog reshaping marketing los ntawm lub hauv paus.
