AI MarTech market to nearly triple by 2031
The global AI MarTech market is forecast to grow from USD 28.00 billion in 2025 to USD 74.30 billion by 2031, expanding at a compound annual growth rate of 17.66%. The growth is driven by enterprise demand for AI-powered marketing automation, customer-data activation, personalized engagement, content generation, advertising optimization and measurable campaign performance, according to a new report from ResearchAndMarkets.com.
Software held roughly 73% of the market in 2025, while hybrid deployment is expected to record the highest CAGR of 18.20% through 2031. North America accounted for approximately 40% of global revenue, with Asia-Pacific forecast to register the fastest regional growth.
Product launches and acquisition activity
Vendor activity has accelerated across the sector. In April 2026, Bloomreach launched Loomi AI for Shopify, connecting Shopify customer, product, commerce and behavioral data with Bloomreach marketing and search products. In March 2026, Criteo expanded Criteo GO with full self-service access for small and medium-sized businesses, enabling advertisers to establish accounts, configure billing and launch AI-powered cross-channel campaigns independently.
LiveRamp introduced agentic AI capabilities in March 2026 spanning identity, audience development, campaign planning, activation and measurement. Earlier, in June 2025, Jasper launched a multi-agent platform for enterprise marketing teams, and HCLSoftware launched HCL Unica+, combining agentic AI, customer intelligence, real-time personalization, campaign orchestration and privacy controls.
Merger activity has also reshaped the competitive field. In March 2025, DoubleVerify acquired Rockerbox for USD 82.6 million, net of cash acquired. The transaction added performance attribution, optimization and marketing-measurement capabilities, broadening DoubleVerify's position beyond media-quality verification.
What's driving the growth
Platform consolidation is a central trend. Enterprises are managing more marketing functions through fewer strategic vendors, with major platforms expanding across data, identity, content, automation, advertising and measurement. Migration complexity and specialist capability requirements remain important purchasing considerations.
Privacy-first marketing is gaining ground as regulatory requirements and the decline of third-party identifiers increase the value of consented first-party data. Demand is rising for consent management, identity resolution, controlled activation, processing transparency and auditable personalization.
Multimodal content and individualized decisioning are moving beyond text generation. Google Product Studio supports AI-assisted product imagery and video, while BrazeAI Decisioning Studio optimizes channels, messages, offers, creative treatments, timing and frequency for individual customers. Measurement-led operations are also becoming embedded in campaign execution, with attribution, experimentation, creative analysis and budget optimization increasingly integrated into daily workflows.
Market expansion may be constrained by integration complexity and insufficient data readiness. AI marketing systems must connect CRM records, commerce platforms, customer profiles, consent data, content repositories, advertising systems and analytics environments. Duplicate identities, inconsistent definitions and incomplete integrations can weaken personalization and postpone automation programs.
Market segmentation and regional outlook
Large enterprises accounted for the largest market share in 2025, supported by complex customer-data environments, multinational operations and extensive governance requirements. Business-to-consumer organizations held the largest share, while direct-to-consumer businesses are projected to register the fastest growth. Retail and e-commerce led by industry, driven by AI search, product ranking, recommendations, cart recovery, loyalty offers, retail media and real-time shopper activation.
China held the largest APAC share in 2025. According to the National Bureau of Statistics of China, online retail sales reached USD 2.24 trillion in 2025, an increase of 8.6%, while online sales of physical goods represented approximately 26% of total retail sales of consumer goods.
Key vendors competing across customer data, CRM, cloud infrastructure, content, advertising, analytics and marketing automation include Adobe, Salesforce, Google, Microsoft, Meta, Amazon Ads, Oracle, SAP, HubSpot and Braze. Other participants include Bloomreach, Criteo, LiveRamp, Jasper, HCLSoftware, Klaviyo, Sprinklr, The Trade Desk, AppLovin, 6sense, Hightouch, DoubleVerify, Twilio Segment, Optimizely, Canva, Writer, Persado, Demandbase, SAS Customer Intelligence 360, Amplitude, Mixpanel and AppsFlyer.
For marketing professionals tracking these shifts, the report aligns with broader conversations around AI for Marketing and practical upskilling. Those managing campaigns or teams may also find structured guidance through an AI Learning Path for Marketing Managers.
Why this matters for marketing professionals
The report signals that AI marketing tools are moving from optional add-ons to core infrastructure. Marketing teams that rely on fragmented point solutions may face rising pressure to consolidate, while those with clean first-party data and clear measurement frameworks will be better positioned to adopt agentic AI capabilities as vendors roll them out. The 17.66% CAGR through 2031 suggests budgets will continue shifting toward integrated platforms that connect customer data, content production, campaign decisioning and performance measurement in one environment.
For the full report, visit ResearchAndMarkets.com.
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