The Martech in 2026 Industry Outlook by MarTech360, prepared by Kings Research and Kings Global Advisory, examines how agentic AI, composable architectures, enterprise data clouds, privacy-first personalisation, and AI-assisted discovery are reshaping the marketing technology operating model.
Based on market research, analyst data, platform research, and industry signals reviewed in 2026, the report explores the five major shifts moving Martech from a collection of tools toward a more autonomous operating model.
Inside the report, you will discover why:
- 90.3% of surveyed marketing and Martech leaders report using AI agents somewhere in their stack.
- 15,505 Martech solutions are mapped in the 2026 landscape, roughly 100 times the number recorded in the first 2011 edition.
- The Martech market is projected to exceed $1 trillion by the end of 2026, at roughly 25% CAGR.
- 65% of marketers in Snowflake’s research report using an enterprise data cloud as their core customer-data layer.
- 99% of fully composable organisations surveyed report measurable AI results, while 78% report measurable AI ROI.
This report offers research-backed insights into how marketing leaders can prepare for the next phase of Martech, from agentic AI and composable technology to privacy-first personalisation and AI-mediated customer discovery.
