The IAB’s report shows that MarTech receives its transformation from AI as agencies move toward adoption faster than brands do but brands encounter issues related to data quality and governance along with integration problems.

Modern marketing technologies have been transformed through AI but organizational implementation of this technology varies between different aspects of media and advertising. According to IAB's "State of Data 2025," while agencies and publishers have been at the forefront of AI integration, brands are burdened with issues of data quality, governance, and fragmentation of tools.

According to the report agencies together with publishers and brands show a 70% level of non-completion in their AI integration process for planning media and activating it as well as performing analysis. A significant industry shift in MarTech strategies is indicated by the fact that fifty percent of the surveyed professionals predict complete adoption by 2026.

Most businesses continue to encounter ongoing difficulties because data security and fragmentation challenges affect approximately two-thirds of organizations. The MarTech field depends heavily on artificial intelligence because it helps create audience segments and predict outcomes as well as provides immediate performance tracking information.

At the leading edge of the industry service providers utilize AI to maximize operational effectiveness and service customer groups effectively. Advertisers use AI technologies to predict ad inventory needs but brands approach cautiously because they seek precise AI planning to maximize their marketing investments.

For continued success in AI-driven marketing technologies companies need to emphasize high-quality data together with the development and control of AI training models. The rapid progress in digital marketing justifies why companies which ignore AI will lose their position.

Brands will inevitably move to complete AI-driven strategies which serve as competitive advantages in MarTech development because AI represents a critical competitive factor.