Martech Topics & Trends Report 2025

Emerging technologies such as GenAI are revolutionising marketing. The 2025 Marketing Technology Landscape Supergraphic shows 100 times growth since 2011. Since last year the number of solutions has grown by 9% to 15,384, with Agentic AI at the crest of the revolutionary wave, the industry is projected to spend $215 billion on MarTech by 2027.

Many of the new tools are GenAI based, with content marketing by far the leading category. At the same time, there’s keen awareness of the importance of keeping humans in control. General consensus is that AI is an enabler, not a replacement for human input.

What MarTech is, is huge. A lot bigger than what is encapsulated in 2013, when Ashton Media began covering work in this crucial space. While MarTech covers many things, what we primarily look at are challenges faced by digital marketers looking to utilise technology, and their first-party data, to create personalised marketing experiences through their owned channels. This year’s research led to two distinct sections: ‘Operationalising Personalisation’ and ‘Contextualising MarTech in 2025’. The other areas relate to how these topics, and their practitioners are reacting to the convulsive changes that 2025 is bringing; economically, technologically and from a regulatory angle.

Edward Ray, Head of Content – MadTech, Contact Centres and L&D, Ashton Media