2025 overwhelmed marketers: too many tools, too much complexity, too little speed. Every team was running faster yet moving slower, trapped between growing expectations and shrinking resources. Thats when the realisation set in: marketing didnt need more software it needed a new operating model. This is the Martech Reset .
What changed wasnt another channel or dashboard. It was a fundamental shift in how work actually gets done. AI completed its quiet evolution from predictive systems that explained the past, to generative systems that created on demand, to agentic systems that act autonomously. 2025 will be remembered as the year marketing crossed the threshold from automation to agency . McKinseys State of AI in 2025 report illustrates this shift clearly:
62 of organisations are experimenting with AI agents
23 are already scaling fully agentic systems across Marketing, Sales, and IT
This marks the rise of software that doesnt just respond, but it decides. Marketers have moved from typing prompts like write an email to directing systems that autonomously segment audiences, build journeys, personalise content, run experiments, and execute campaigns end-to-end.
