Why Composability and AI Are Reshaping the Martech Stack

Why Composability and AI Are Reshaping the Martech Stack

The Martech landscape is shifting at an unprecedented pace, driven by a rapid evolution in AI capabilities and a decisive move toward composable architectures. This was the clear message from the recent third session in the Entirely in Dialogue Masterclass series where thought leaders dissected the forces redefining how marketing technology is planned, built, and operated.

Leading the conversation was Scott Brinker, Editor at chiefmartec, joined by a panel of seasoned operators:

• Fabio De Bernardi, VP of Business Development at Adverity;
• Elad Simon, CEO at Zeotap;
• Phil Arnold, CRO at CI HUB Connector;
• René Affolter, Managing Director and Deputy CEO at gateB;
• and Patrick Moser, CEO at Marmind and Entirely Management Board Member.

Their consensus? The Martech of tomorrow will be modular, AI-augmented, and led by the needs of the business, not confined by the limitations of traditional, monolithic suites.

Composability is no longer optional

Scott Brinker describes today’s Martech ecosystem as experiencing a “Cambrian explosion”—a proliferation of SaaS tools, AI agents, and innovative capabilities entering the market at record speed. With so many tools and technologies available, one-off integrations and locked-down suites can’t keep up with the demands of a dynamic business environment.

Composability has become essential for several reasons:

• Speed and flexibility: Plug-and-play architectures accelerate onboarding, enable fast experimentation, and support rapid pivots. Marketers can adapt to new opportunities without waiting for IT to overhaul legacy systems.
• Adaptability and experimentation: Teams can mix and match the best tools for specific needs, rather than settling for generic capabilities bundled in enterprise suites.
• Reduced reliance on IT: With pre-built connectors and open APIs, marketers are empowered to assemble and optimize their stacks directly.

Brinker sums it up succinctly:

“There’s no AI without data—and to make data actionable, you need composability.” Access to clean, connected data powers AI-driven insight, ultimately making the entire ecosystem greater than the sum of its parts.

The reality check: Practical barriers to composability

However, composability is more than a technology upgrade; it’s a fundamental business transformation, and the road is far from frictionless:

• Legacy multi-stack environments: Most enterprises already juggle a patchwork of systems, with platforms at different maturity levels. True composability often means reverse-engineering interoperability into legacy tools.
• Complexity in data models and governance: Standardizing identifiers, workflows, and data definitions across platforms is complex, especially when teams historically operated in silos.
• Change management: Resistance to new operating models, combined with internal silos and IT bottlenecks, often slows the realization of value.

Phil Arnold emphasizes that composability must remain focused on user experience. Integrations should serve familiar workflows, ensuring marketers, designers, and analysts can continue using tools like PowerPoint and Photoshop seamlessly within the larger stack. Technology should fit around people, not the other way around.

AI’s dual role in the marketing stack

Artificial intelligence is acting as both an accelerant and an equalizer for Martech transformation

• Accelerator of ideation and execution: AI now enables rapid segment creation (via prompt-based interfaces), content co-pilots for creative work, and automated data workflows. GenAI is also transforming customer service by empowering agents and chatbots to deliver real-time support.
• Enabler of data democratization: Perhaps most importantly, AI is making complex technical capabilities—like advanced analytics or data queries—accessible to non-technical users. The vision of true data democratization and real-time decision-making is increasingly tangible.

The catch? Only organizations with data foundations robust enough to support AI can realize these benefits. As Fabio De Bernardi notes,

“You can have the best AI in the world, but if the data isn’t ready, your AI is nothing.”

The next-generation Martech leader

Navigating this landscape requires a new combination of skills and mindsets. Martech leaders over the next two to three years will be defined by:

• Architectural fluency: The ability to design stacks where composability and AI reinforce each other
• Data mastery: Deep knowledge of data management practices and governance that power AI.
• Business alignment: Success depends on breaking down silos and aligning IT, marketing, and business leadership around shared, quantifiable goals.
• Culture of experimentation: Competitive organizations will foster environments where iterative improvement, agility, and “fail fast” mentalities are the norm.

Scott Brinker captures the gravity of this shift:

“This isn’t just a tech shift—it’s a transformation in how people work, make decisions, and build marketing itself.”

Elevate your stack, empower your teams

Composability and AI are not just the latest Martech buzzwords. They are the foundation of a stack that’s more agile, scalable, and intelligence-driven. The leaders of tomorrow will use these principles not to chase every new technology, but to orchestrate systems and talent in ways that fundamentally improve how marketing works.

Three takeaways from this Masterclass:

• Composable ≠ random. Build your stack with intent, not just interoperability.
• AI is an amplifier. Without clean data and strategy, it speeds up your inefficiencies.
• Culture makes it real. People, not platforms, determine the success of your tech.

To thrive, marketers must go beyond adopting new tools. They must reimagine workflows, upskill teams, and actively break down organizational barriers. This is the opportunity—to reshape the Martech stack into a responsive engine for growth, learning, and sustainable competitive advantage.