I just want to see content relevant to me.
Get more exciting content
Follow us on socials to keep up to date with our newest content. Alternatively, sign up for our mailer below to get personalised TCC content, straight to your inbox.
All we have is now. And right now, martech is moving at the speed of AI – and the pace of human instinct.
That’s why TCC was on the ground at Anti-Con 2025 — to explore how AI is reshaping creativity and workflows, track how the smartest stacks are evolving, and to stay human at the heart of it all. We were there to champion insight-driven creativity in an automated world and to connect with industry leaders and partners like Virgin Media O2, Sky, Schroders, and Cushman & Wakefield.
The Martech Landscape: Disruption by Design
From the very first keynote, the theme was clear: marketing and advertising may be digital now, but delivery is lagging. The journey from 20,000 advertisers in 2005 to over 20 million today hasn’t automatically created better experiences.
Key highlights included:
-
GPMax vs. performance reality
-
The death of manual workflows in favour of agile stacks
-
The failure of personalisation to keep pace with the hype
Trust, Transparency & Data Ethics
Conversations and sessions echoed a major theme: rising consumer concern around data use. As AI and automation deepen their hold on digital experiences, audiences are increasingly aware – and wary – of how their information is used.
Key stats:
-
67% of consumers are more willing to share data if brands are transparent about its use and security.
-
53% will only engage with brands known for protecting user data.
-
56% of B2B buyers would consider switching to a competitor if a brand isn’t clear about its data practices.
A clear reminder: trust is now a competitive advantage. Or as one speaker said, “You can’t personalise anything if your audience doesn’t trust you to know them in the first place.” This moment demands clarity, honesty, and active reassurance at every touchpoint.
AI, Stack Design, and the Agentic Frontier
Anti-Con 2025 didn’t just talk about AI – it mapped it.
Big stack takeaways:
-
Agentic AI – autonomous goal-setting and pursuit.
-
The 5 A’s of AI-Enabled Marketing – from Artisan (expertise) to Agentic (goal-oriented decision-making).
-
LLM Tech Layering – Claude, Gemini, Perplexity, stacked with layered content and action orchestration.
The result? A vision of integrated intel, where CMS, DAM, CRM, and CDP merge into one cohesive AI-powered system.
“You don’t need to build an AI department. You just need to give one agent one goal – and watch what’s possible.”
Real-World Takeaways: Brands That Are Making It Work
Sky and Virgin Media O2 showed what happens when martech shifts from silo to strategy:
-
Marketing Tech (Martech) leaders must drive adoption, not just innovation
-
Cross-functional squads are the new normal
-
Data needs to be democratised to empower at all levels
-
Campaigns work better with shared ICPs and fit score models
Oh — and ChatGPT? “Can’t operate without it anymore,” said both brands.
Skills > Tools: Talent Transformation
In a world dominated by tech, it’s people who power performance.
Highlights from a standout session on upskilling:
-
Dev days, learning fests, and micro-coaching.
-
Empowering marketers to lead with insight, not just execute playbooks.
-
Bringing junior voices into the mix early through AI-enhanced data access.
When Content Misses the Mark
A striking stat from the floor:
Businesses believe 85% of their email content is useful – but 84% of consumers think it’s irrelevant or unnecessary.
This stark disconnect illustrates a critical point: content needs to be not just personalised, but personally relevant. AI can enhance delivery, but without real insight and empathy, even the smartest stack will fall flat.
Human First, Machine Forward
As AI takes over automation, humans remain at the core of creativity, ethics, and empathy. Anti-Con left us with this:
“Humans define goals. Humans judge nuance. Humans protect ethics.”
The future of marketing is hybrid – machine-enabled, human-anchored.
So, What’s Next?
Bloomberg’s forecast says GenAI spend will top $1.3T by 2032. But what matters most is what we do with it today. For TCC, that means:
- Building stacks with creativity at the core
- Designing campaigns with fit, flow, and full-funnel support
- Connecting brands with audiences through smart, agile, human-centred ideas
The right people empowered by tech to deliver.
At TCC, we’ve always believed in the power of connected creativity – where audience insight meets agile thinking. Anti-Con confirmed that in this new era of agentic AI, that belief is more relevant than ever.
The CMO Conundrum: Growth in the Age of AI
In today’s martech landscape, the role of the CMO has never been more dynamic.
CMOs now stand at the intersection of creativity, commerce, and code. They’re visionary storytellers, stack architects, strategic leaders, and tech translators. It’s no longer just about launching campaigns — it’s about creating alignment. Building cross-functional squads that share KPIs, not silos.
This evolution isn’t just strategic — it’s cultural. One of the biggest themes at Anti-Con was the changing shape of marketing leadership.
The best CMOs today operate less like project owners and more like coaches:
-
Setting the tempo across functions
-
Embedding a “test and learn” mindset
-
Empowering junior marketers to harness AI with confidence
-
Creating space for creativity, not just output
At TCC, we’re helping leaders reframe what marketing can be in this next wave of intel. Because with the right strategy, the right team, and the right tech — marketing doesn’t just support the business.
It drives it.
TCC’s Takeaways
In the race to modernise martech, it’s easy to get caught up in the stack. But the smartest brands know success comes from:
- Creativity-first design
- Audience trust as a KPI
- Smart use of AI without losing human nuance
- Up-skilling teams and democratising access to insight
We call it connect through creativity – and it’s how we help brands stay agile, authentic, and ahead.
Let’s Build What’s Next
Spotted us at Anti-Con? Or just ready to dive into the next wave of martech?
- 🔗 Connect with us on LinkedIn
- 💬 Let’s talk
- 📬 Join our newsletter below
