Marketing has more technology than ever. That's supposed to make it easier. So why does it feel harder than it should be?

Stacks keep growing. AI promises breakthroughs. Yet many marketers are still struggling to reach the right audiences, personalise at scale, or move fast without relying on engineering. Something’s not adding up.

In this AntiCon DialUp session, we dig into the findings of a new research report based on conversations with 384 marketers. The conclusion is uncomfortable but clear. Most martech problems are not tool problems. They are data problems. And AI does not fix that by default.

In fact, when AI is layered onto fragmented, inaccessible data, it often just automates the mess. That helps explain why so many AI pilots stall and why personalisation remains more aspiration than reality.

Get the detailed results of the report, hear real-life use cases from companies that have faced and overcome some of these challenges and learn from our presenters what to consider when it comes to data, where AI might not be the solution and where it genuinely helps.