Modern Marketing Data Stack 2026

The report explores how marketers are becoming agents of change in an AI-driven world. It follows the evolution of the martech ecosystem, where AI is now embedded in everything, data privacy is once again being redefined and data gravity continues to reshape how modern marketing is built on Snowflake’s unified foundation.

Key themes include:

• The Beginning of End-to-End AI: AI is no longer a feature, it’s the fabric of marketing. From predictive models to intelligent agents, every part of the stack now learns, adapts and automates.
• New Perspective, New Stack: The “build vs buy” dilemma is dead. A new data collaboration category reflects marketers’ interest in monetising data while retaining control. LLMs now command a place for unique use cases, all supported by a unified, secure AI and data foundation.
• Data Gravity Takes Hold: As data centralises on Snowflake, models, intelligence and activation capabilities flow towards it, delivering interoperability without lock-in.
• Trust as Strategy: Consent, transparency and governance have become the new cornerstones of growth, empowering brands to innovate confidently in a privacy-first world.

Understand the evolved martech stack and the vendors pioneering the way in the new report.

Download report here