EPISODE · Dec 16, 2025 · 26 MIN
#50 - Scott Brinker: AI Agents & the Next MarTech Era
from growth path · host Andy Culligan
Scott Brinker is an analyst and advisor at chiefmartech, widely known as the “godfather of martech,” with over two decades of experience shaping the Martech landscape through research, writing, and industry leadership.Scott came onto growth path to chat about the future of MarTech, cutting through the hype on AI agents, the rise of AEO and GEO beyond SEO, and the major structural shifts reshaping marketing and search.➡️ Key topics- Completing the 2026 MarTech report- What’s happening with the technologies, especially AI agents- Taking a non-hype lens on what’s happening with AI agents- The Three different categories of AI agents and marketing- AEO - monster engine optimization and GEO - generative engine optimization, the successors to traditional SEO- Are AI searches trackable for marketers?- How things have changed since 2008 when he first started in the industry- Will AI give us a new layer in how the internet will be in the future?- How big is the AI agent bubble?- Concerns and hopes for the future of marketing with AI- Playing musical chairs in the AI race- Possibility of tremendous structural change in an unprecedented timeframe- The potential for creators to have immense succeess with the help of AIWhere to find Scott:https://www.linkedin.com/in/sjbrinker/🧐 Learn more- Subscribe to the podcast ► https://open.spotify.com/show/6h3X5P0kWkt62woYZRWDZU- Learn more about purple path ► https://www.purplepath.io- Get more content ► https://www.purplepath.io/content- Contact purple path ► https://www.purplepath.io/contact- [Free B2B SaaS GTM Guide] ► https://go.purplepath.io/guides/b2b-saas-state-of-the-union
What this episode covers
Scott Brinker is an analyst and advisor at chiefmartech, widely known as the “godfather of martech,” with over two decades of experience shaping the Martech landscape through research, writing, and industry leadership.Scott came onto growth path to chat about the future of MarTech, cutting through the hype on AI agents, the rise of AEO and GEO beyond SEO, and the major structural shifts reshaping marketing and search.➡️ Key topics- Completing the 2026 MarTech report- What’s happening with the technologies, especially AI agents- Taking a non-hype lens on what’s happening with AI agents- The Three different categories of AI agents and marketing- AEO - monster engine optimization and GEO - generative engine optimization, the successors to traditional SEO- Are AI searches trackable for marketers?- How things have changed since 2008 when he first started in the industry- Will AI give us a new layer in how the internet will be in the future?- How big is the AI agent bubble?- Concerns and hopes for the future of marketing with AI- Playing musical chairs in the AI race- Possibility of tremendous structural change in an unprecedented timeframe- The potential for creators to have immense succeess with the help of AIWhere to find Scott:https://www.linkedin.com/in/sjbrinker/🧐 Learn more- Subscribe to the podcast ► https://open.spotify.com/show/6h3X5P0kWkt62woYZRWDZU- Learn more about purple path ► https://www.purplepath.io- Get more content ► https://www.purplepath.io/content- Contact purple path ► https://www.purplepath.io/contact- [Free B2B SaaS GTM Guide] ► https://go.purplepath.io/guides/b2b-saas-state-of-the-union
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#50 - Scott Brinker: AI Agents & the Next MarTech Era
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