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
Connected TV and borderless advertising. The ID5 report
KFi
Viewers are moving away from cable TV. And they are doing it en masse. Already 86% of Europeans watch content via Connected TV and global ad spend in this segment is set to double by 2028. The industry is undergoing a communication revolution.
AI will take up to 70% of traffic from online stores. TrustMate Report
KFi
There is a quiet but radical change happening online. Traditional SEO, which for decades determined brand visibility, is losing its relevance. Now, it's no longer search engines that define a company’s online presence, but generative artificial intelligence.
How to find topics for communication
Aleksander Pawzun
"We have nothing to say" is a phrase heard all too often. Yet practice shows that every business has the potential to tell stories. You just need to learn how to spot them and turn them into content that appeals to your audience.
See articles on a similar topic:
When Will Every Advertisement Become... a Store? Omdia Forecasts
KFi
Global consumer spending online is growing at an unprecedented rate. By 2025, it will reach $4.4 trillion, with the US alone accounting for $1.4 trillion. The boundaries between advertising, entertainment, and commerce are blurring, ushering in a new era of digital consumption.
Artificial Intelligence in B2B Sales. Forrester's Predictions for 2025
BARD
B2B boldly experimented with generative artificial intelligence in 2024, but next year, industry leaders plan to focus on sustainable solutions that increase revenue.
Dietary Supplements. How to Distinguish Information from Marketing
Ewa Zygadło-Kozaczuk
Where can you find reliable information about dietary supplements, and how can you distinguish factual information from advertising? The answer is not straightforward. In fact, additional doubts arise.
Outdoor advertising in Poland. OOH market by the numbers
KFi
In 2024, the outdoor advertising market in Poland reached a record PLN 806 million, with its digital segment growing by 32%. Notably, growth was faster outside the largest cities. Advertising on buses and trams also proved more effective than many online campaigns.




























