What is AI marketing tech?
Marketing tech is the software and AI built for marketing and advertising: the tools marketers, brands and agencies use to make content and creative, buy and optimise media, win search and AI answers, run email and lifecycle programmes, understand customers and measure what works. This map covers the part being rebuilt around AI: AI-native marketing and advertising software; AI-native agencies that deliver the work on technology they build themselves; and the established martech and adtech vendors and agency groups with large, named AI programmes.
The tests
- It's built for marketing work. Its main business, or a business unit with its own brand and website, serves marketing and advertising: marketers, brands, agencies and advertisers, across content, creative, media, search, lifecycle, customer data, social, influencer, PR and B2B demand. General software that marketers also use doesn't count.
- AI does the heavy lifting. It is built around AI, or it is an established company with a large, named AI programme at the centre of what it sells: AI agents or an AI product line, an announced AI investment, an AI rebuild of its platform. An agency counts when it delivers the work on technology it builds itself, or is an agency group building its own AI at scale: a named platform, a tech unit or an announced investment. A minor AI feature, or using off-the-shelf tools, doesn't.
- It's a real company. It has its own website with a live product or service that people can use or buy, run by a team rather than one freelancer. A named founder or registered company, named clients, funding or press coverage all count in its favour, but a young company doesn't need them.
- It's still going. The product or service is live. Acquired companies stay on while their brand and website do; one folded into its buyer comes off.
Not on the map
- General AI models and chatbots, and image, video or voice generators not aimed at marketing
- General design, website and e-commerce platforms, and pure sales tools
- Marketing software whose only AI is a minor feature
- Agencies that use AI tools without building any of their own
- Solo consultants and freelancers
- Investors themselves (they're listed from their funding rounds, under Investors)
The Marketing Tech Map is published by Eilla AI. Map criteria · What's new · Summary for AI tools
Also by Eilla AI: AI-Native Services Map · The Legal Tech Map · AI Deployment Firms