AI in Martech: Fix the Foundations or Fail to Scale

Watch the on-demand sessions from our online event on 25th June 2026.

Discover why trusted data and connected systems are essential in achieving scalable impact with AI.

What needs to be in place for AI to deliver real value?

AI in martech is moving fast. But for most enterprise marketing teams, the real barrier to success isn’t access to AI capabilities - it’s everything underneath them: Disconnected platforms. Poor quality data. Fragmented customer experiences.

Watch the sessions below from our online event on 25th June to learn about the role of data quality and integration as the critical enablers of effective, scalable AI in marketing.

Shehnaz Showman from Legal & General, shares first-hand experience of how enterprise organisations are approaching AI adoption - and the steps taken behind the scenes to prepare data, systems, and teams for success.

AI, Martech and the Journey Ahead

Louise Cranfield, COO

Why AI will not fix weak foundations, but instead expose issues across your data
What research tells us about the gap between AI adoption and organisational readiness
Practical advice on where to start - from focusing on business outcomes to measuring impact

AI Won’t Fix Your Data - It’ll Automate the Mess

Alec Weekes, CTO

How inconsistent data across platforms can create different versions of the same customer
How good data hygiene and strong integrations will help you scale AI faster and with more confidence
Where to start with building stronger foundations for future customer engagement

An AI-Enabled Future for Humans

Liberty Emerson, Full Stack Developer

Why AI performs best when grounded in trusted customer and business context
A practical four-step approach for AI readiness: assess, resolve, connect and implement
How DataWarden and MartechSync improve data quality, integrations and build stronger foundations for AI

Legal & General: Building the Foundations

Shehnaz Showman, Head of Client Insights

Shehnaz shares how L&G are strengthening data foundations for more connected insight, better marketing activation and future AI use cases.

How Legal & General is using Salesforce Data 360 to unify data across CRM, Pardot and website touchpoints
Why data quality, lead scoring and account-based marketing activation are key next steps for scalable, AI-ready marketing

Q&A Section

How AI agents may become more connected across tools and platforms, and why marketers should start preparing now
The role of data enrichment tools such as Clay, and why teams need to assess data trust, sources and governance before relying on them
Common blockers to AI readiness, from integration complexity and business sign-off to stakeholder ownership, security considerations and sustainability

Key Takeaways

Start with clear business outcomes, not AI for the sake of AI
Focus first on the foundations that make AI usable: trusted data, connected systems and clear governance
Prioritise practical, achievable use cases that help build confidence, capability and measurable impact

Get more from your marketing technology

Arrange a free initial conversation with our team to identify opportunities across your platforms, data, customer journeys, AI-readiness and marketing performance.

We can help you explore:

Stakeholders and ownership
Sales & Marketing effectiveness
Platform performance
Data readiness
Roadmap and next steps

Complete the form and our team will be in touch.

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