This white paper argues that MarTech has exploded from about 150 tools in 2011 to a projected 14,000+ by 2024, making stack modernization essential to meet rising expectations for personalized, consistent, cross-channel experiences. It breaks a modern stack into content, commerce, digital marketing platforms, customer data, analytics/reporting, AdTech, and social tools, and explains modernization drivers such as rapid AI advances, more touchpoints, integration and data-silo issues, privacy regulations, and skills gaps. It describes how AI is reshaping MarTech through GenAI content creation, hyper-personalization, smarter customer support, campaign optimization, synthetic customers/digital twins, predictive insights, and trend analysis. It recommends success strategies including auditing cu

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