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#150: The martech stack is being re-written by AI agents episode artwork

Aug 18, 2026 13 min

#150: The martech stack is being re-written by AI agents

from Likely Marketing Hosted by Shivendra Lal

What if your martech stack stopped looking like a stack? CRM, CDP, automation, content, analytics and sales tools have long defined how marketers work. Now, agentic AI is beginning to blur the boundaries between them. AI agents can increasingly plan, execute and optimize multi-step marketing tasks while external agents interact with the platforms marketers already use. In this episode, we explore how agentic AI martech tools could reshape acquisition, retention and customer experience, and what this means for choosing the next tool in your stack. Is its AI truly agentic? Can it work with external agents? How reliable is the data? What controls and guardrails exist? The bigger shift could be a flatter, more composable martech stack, where agents assemble capabilities dynamically instead of marketers managing rigid point solutions. And as AI takes over execution, marketing judgment, not execution, could become the real competitive advantage. (00:00) Intro (00:55) A quick look at the types of martech tools available today (02:59) How each type of martech tool has adopted AI, and opened up to outside agents (06:37) What this means for retention, acquisition and experience (08:46) So, how do you decide what martech tool to adopt? (10:37) Where is the martech space headed?

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This episode is 13 minutes long.

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This episode was published on August 18, 2026.

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