2026 Hype Cycle for Product Marketing

• Key trends shaping product marketing technology adoption, including autonomous AI agents and real-time market insights

• How AI-driven solutions can improve messaging, personalization and go-to-market execution

• How to support both human- and machine-led buying groups with emerging technologies

• Strategies to accelerate adoption, mitigate risks and create competitive advantage

Product marketing leaders are under increasing pressure to accelerate go-to-market (GTM) execution and adapt to increasingly self-directed B2B buying journeys. The inaugural Gartner Hype Cycle for Product Marketing highlights the shift from manual processes to AI-driven orchestration, where AI agents can automate workflows, personalize content and monitor competitive intelligence.

At the same time, foundational disciplines such as advocacy and community-led marketing continue to mature, offering proven value and peer validation. This session explores emerging AI-powered capabilities for message testing, personalization and GTM execution, along with practical guidance on balancing investments in new innovations and established technologies to improve outcomes and differentiation.

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