The 2025 State of Your Stack Survey reveals a marked increase in marketers adopting more tools, notably driven by generative AI, with 62.1% reporting expanded technology stacks. The survey has also highlighted a resurgence of homegrown martech solutions, with nearly 25% of respondents planning to implement them soon. Despite the overwhelming presence and ongoing discussions about AI, marketers continue to embrace new technology, indicating a transformative shift in how marketing technology is approached. This trend represents both a challenge and an opportunity amid fiscal responsibility.
It's surprising to see now how many folks we have saying, 'Yes,' even given that environment of fiscal discipline around martech stacks. Yes, their stacks are expanding. And I don't think it's unreasonable to lay the credit or the blame for that on AI.
To have generative AI be right up there in the top seven in two, two and a half years, that's pretty remarkable.
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