September 2026

Research · sources linked

The research behind the advice.

Open questions we are tracking, the positions we have taken, and the reference pages we keep current. Every claim links to its source. Where a question is still open, we say so.

What we are tracking

3 open threads
01

AI & creative industries

Generative tools now draft music, copy and design work that used to be paid by the hour. The open questions are authorship, originality, and who gets paid once output costs close to nothing. We follow the licensing deals and the court cases, not the hype.

02

Cloud, AI & security convergence

SaaS, AI agents and cloud infrastructure are now one attack surface. Vendors know it, which is why posture management is consolidating fast. We track the deals and what they mean for anyone still buying point products — some of which won't exist at renewal.

03

Technological sovereignty

Open weights or closed API, the model choice decides where data goes and whose law applies. For a Canadian buyer that is a residency question before it is a technical one. We map the choice, and what each side costs.

Vendor strategy

churn, not growth
124 NEW MARTECH PRODUCTS A MONTH

The 2026 Marketing Technology Landscape added 1,488 products over the year and retired 1,367. That is about 124 in and 114 out every month, while the total barely moved. Nearly half the products removed were earning $1M–$10M. Churn is the story, not growth. Picking a vendor is partly a bet that it still exists at renewal, so we score viability alongside features. Source: chiefmartec / MartechTribe ↗

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