Marketing technologies in Poland. The state of MarTech report

illustration: DALL-E

The 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%

Source: State of MarTech Poland H1 2025

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.