po polsku
illustration: DALL-EThe report "State of MarTech Poland H1 2025" is the result of a collaboration between the business and academic sectors-specifically, the digital agency Altavia Kamikaze + K2 and the University of Information Technology and Management (WSIiZ) in Rzeszów. The publication is supported by the Polish Chamber of Commerce and the Targowa Creativity Center, a startup and innovation incubator.
The study was conducted using an online survey. The sample was purposefully selected and included professionals in senior marketing roles-such as Marketing Directors, Digital Marketing Directors, Marketing Managers, Brand Managers, CRM Managers, and CX Managers.
The most important insight is that Nearly half of marketers in Poland can’t clearly say whether their marketing technologies deliver a real return. Most common responses:
- 49% - "mostly in line with expectations"
- 11% - "somewhat below expectations"
- 3% - "well below expectations"
Uncertainty like this makes companies hesitant to invest. Only 12% of marketers plan to adopt new tools. Instead, the focus has shifted to getting more out of existing platforms.
AI isn’t delivering yet. The talent shortage is real
Artificial intelligence might be the hottest buzzword in tech, but for marketers, the reality is underwhelming. Nearly half (49%) admit they see a change in how tools work after implementing AI, but not in the actual results.
Only 35% say AI helps them reach goals more effectively. And 15% of marketers call it a "meaningless buzzword" for now. According to the report authors, most AI applications are still operational-not strategic. That’s why executives aren’t seeing measurable business impact yet.
Companies are also facing a serious talent gap. Finding people who understand both technology and business objectives isn’t easy. Just 2% of respondents say it’s "very easy" to hire MarTech experts. Meanwhile, 30% say it’s "rather difficult," and 7% say it’s "very difficult".
These professionals need more than technical skills. They must interpret complex data, translate insights into business terms, and communicate effectively with leadership. This rare skill set is costly to develop and even harder to retain.
Tech chaos and integration headaches
Integration remains the #1 challenge. Over half of respondents (56%) struggle to build a cohesive system where tools and data work together. That’s a bigger issue than costs or user experience.
Here’s how the main pain points stack up:
| Challenge | % of Firms |
|---|---|
| Integrating tools into a unified system | 56% |
| Navigating a fragmented vendor landscape | 37% |
| Difficulties in implementation | 33% |
| High costs | 22% |
| Lack of clarity in reporting results | 21% |
To deal with this, 30% of companies plan to audit and reduce their current toolsets. Another 31% want to work with external partners, and 29% are investing in upskilling their in-house teams.
Too many tools, not enough strategy
One of the report’s key insights is that Polish companies often adopt technologies without a clear roadmap. Nikodem Sarna from Altavia Kamikaze + K2 warns that adding new tools without purpose leads nowhere. The real winners are brands like Coca-Cola and TripAdvisor, who start with customer needs - and only then choose the right technologies.
As dr Iwona Leonowicz-Bukała from WSIiZ points out, knowledge, creativity, and strategic thinking are more important than the number of tools in the stack. Technology alone doesn’t solve business problems - people do.
COMMERCIAL BREAK
New articles in section Marketing and PR
How and why online stores lie. TrustMate report
Marek Jaworowski
Experts from the TrustMate.io platform analyzed the most common procedural errors and inaccuracies that lead Polish online stores to wrongly deny buyers their rights. They also prepared an appeal path for consumers who heard a refusal from customer service.
Online shopping in Poland. Report by the Chamber of Digital Economy
Patrycja Sołtysik, Izba Gospodarki Elektronicznej
For the fourth consecutive year, 100% of internet users declare making a digital purchase at least once, and 93% have shopped online in the last six months. 97% of purchases in Poland involve an internet-connected device at some stage - most commonly a smartphone.
Coffee for moms. This is how they recharge parents' batteries at the Wrocław children's hospital
Reporterzy support
24 hours, 7 days a week, for 3 months. Non-stop. That is the average time a mother spends in an oncology hospital, caring for her child during treatment. A new project has launched at the Przylądek Nadziei (Cape of Hope) children's oncology clinic in Wrocław. In a simple way, it helps parents reduce stress, calm their emotions, and boosts their energy for caregiving. And that directly translates into the effectiveness of the children's treatment.
See articles on a similar topic:
Online advertising 2024/2025 report by IAB Poland
KFi
Online ads now consume 57% of all budgets. Companies spent 1.62 billion PLN on video formats alone. After leaner years, the numbers are rising sharply. Digital advertising grew by 20% in a year. Traditional formats are slowly fading.
Brand visibility in the age of algorithms
Aleksander Pawzun
A few years ago, everything was simpler. It was enough to have a good website, do SEO, run a blog, and publish on social media. Whoever was systematic was visible. Whoever invested in content and positioning gained customers. That world no longer exists.
The future of search is now. How AI is reshaping brand visibility
KFi
AI Search and Share of Voice are no longer optional marketing metrics. They’re essential. Yet only 7% of Polish companies use AI. In the new search landscape, that’s nowhere near enough. Fall behind now, and your brand could simply... vanish from the internet.
Rising Google Ads click costs. How to keep campaigns profitable?
Patrycja Kranc
In 2024 the average cost per click (CPC) rose in 86% of industries. In e-commerce and real estate, increases reached dozens of percent. Optimisation is becoming crucial, not only for campaigns but for the entire customer acquisition process.
