The sudden evolution in the martech (marketing technology) space has introduced a ripple of disruptive innovation, driven by hyper personalization, AI and a privacy first approach, which is currently reshaping the dynamics of brands connecting with consumers. We had an in depth discussion with Sage Zaree, a progressive advisor and marketing technologist, on the subject of trending marketing technology redefining the future and how businesses and brands can prepare themselves to gain an advantage.
AI at the core of Strategic marketing
1. Contextually AI (Artificial Intelligence) has been a crucial component of marketing as long as we can remember. So, how’s the scenario different now?
Sage Zaree: Looking at the past few years, the transformation of AI is indeed dramatic. We are already beyond just simple chatbots and single layered automation. At the moment, AI is more than just an operational tool, it has taken the shape of a strategic brain in the marketing sphere. For instance, relying on accurate and real time data, predictive AI dynamically allocates budgets for campaigns. Then there’s generative AI that designs visuals and ad copy to keep up with the competition.
Amidst all these developments, the biggest shift is with the people’s mindset. It is high time for marketers to utilize AI as a strategic assistant instead of just an utility tool. Those who are quick to adopt this change can undoubtedly achieve a competitive edge with respect to better decision making and higher customer engagement and experiences.
2. What do you have to say about the existing myths that are pretty common in AI marketing?
Sage Zaree: One of the biggest misconceptions of any marketing department is the fear of AI completely taking over marketing departments. But the reality is quite different, it is merely a creative assistant to those who are adaptable and understand how to leverage its full potential.
Netflix for example integrated an AI solution to produce personalized thumbnails for every user as an engagement ploy, carefully shifting the algorithm to optimize engagement without losing creative intent. This shows that, when utilized wisely, AI supports and improves human work rather than replacing.
The fallout of the orthodox martech stack
1. You have said in an interview before and I quote, “Replace 50% of your martech stack, or it will replace you.” What was your intent behind that statement?
Sage Zaree: As witnesses and users of the rapid advancement, it is safe to say that the marketing technology landscape is expanding and is unstoppable. Many organizations from varied industries now use hundreds of tools across their martech stack, but in reality, the actively used tools account for only 30 – 40% of total usage. This is not only an inefficient system, but it is also expensive and unsustainable.
We are in a phase of automation powered by AI platforms, connecting core business functions like email, analytics, personalization and CRM, all into one extensive single ecosystem.
So why run separate programs or tools for messaging, customer data assessment and process management when all inclusive platforms like Salesforce or HubSpot can do all of it within a single source?
2. How should companies start cleaning their martech system?
Sage Zaree: Any tool that lacks real time connection points should be considered for removal first. If the analytics tool is incapable of personalizing the content management system or cannot generate accurate prediction reports, the tech ecosystem is falling behind. The focus should be on solutions that are smart and integrated.
Scaling adaptive personalization
1. For years, one of the most used keywords in marketing has been personalization. Did that change in 2025?
Sage Zaree: The times of generic segmentation are grossly ineffective. Personalization engines share data by customers voluntarily and adaptively personalize at the individual level. Today marketers are not just categorizing users based on demographic factors, but they are also using the same data to predict their future behavior, with the ongoing trend.
For example, Spotify’s “Daylist,” leverages user behavioral data to curate playlists specially personalized to the mood and time of the day.
2. Right. But with this high level of hyper personalization, is it viable for smaller brands and businesses to deliver the same degree of performance?
Sage Zaree: Yes, as long as you measure each tool by level of impact. Here is one of many possible roadmaps for smaller brands to follow.
First make use of conversational tools like Tidio or Drift to promote smart and responsive customer interactions. Second, integrate your business ecosystem with tools like predictive analytics that make powerful product recommendations. Third, collect zero party data directly from users by conducting preference surveys or interactive events.
The emergence of ‘Phygital’ experiences
1. As a marketing technologist, what do you think will be the next big buzzword in the marketing landscape?
Sage Zaree: It’s going to be the amalgamation of physical and digital; in short, phygital. A successful convergence would diminish the line between physical store and online store due to more seamless and immersive digital experiences. We are already aware of such experiences. Here are a few.
AR’s “try on” features like those of Snapchat’s Gucci virtual sneakers. Second, AI run stores where customers can fulfill a purchase without having to stand in a checkout line, like Amazon’s Just Walk Out tech.
So phygital is both functional and pragmatic for retail and can have multiple applications for most businesses.
Last words
This discussion with Sage Zaree indicates a marketing future defined by smarter martech stacks, bold innovation, hyper-personalized experiences and strategic AI use considering a privacy first approach to consumers.