Martech Maturity and AI Adoption

The European Martech Report 2023 dives into the differences in Martech maturity and AI adoption across ten European markets. These insights shed light on the challenges and opportunities faced by organizations in different countries.


  1. Martech Maturity: Sweden’s Rise from the Bottom


In previous years, Sweden has fallen behind in terms of Martech maturity. However, this year’s report shows that Sweden has improved and is now ending up in the middle compared to other markets. This improvement can be attributed to increased focus on Martech competence and prioritizing development in areas such as “People and competence.”


Sweden’s progress in Martech maturity showcases the impact of targeted efforts to address knowledge gaps and invest in Martech expertise. By continuously evaluating and refining their Martech strategies, companies in Sweden have been able to catch up with their peers in other markets.


Comparing the Nordic countries, Finland emerges as the market rating itself the lowest in terms of Martech maturity across all dimensions and areas. On the other hand, Norway and Denmark rate themselves higher than Sweden, with Norway being at the forefront alongside Germany in the entire Martech study. These countries seem to have made significant progress in their Martech initiatives, with a focus on integrating technology, data, and processes to enhance customer experience and drive business growth.



  1. AI Adoption: Germany and France Lead the Way


The report highlights significant differences in AI adoption across European markets. Germany and France stand out as leaders in AI adoption, with more than 70% of businesses in these countries already implementing or planning to implement AI within 1-2 years. This shows that these markets have recognized the potential of AI to revolutionize marketing, sales, and customer service processes.


On the other end of the scale, more than 30% of businesses in Austria and Finland do not currently have plans to adopt AI in their Martech tech stack. This suggests that there might be some hesitation or lack of awareness about the benefits of AI in these markets.


AI adoption is closely linked to the size of the company, with high-turnover companies leading the way. Smaller companies are not far behind, with the majority planning to implement AI within the next 1-2 years. The adoption of AI is driven by a desire to improve customer experience, streamline operations, and gain a competitive edge in the market.


  1. Struggling to Find the Value of AI


Despite the hype surrounding AI, the report reveals that 1 out of 3 businesses struggle to see how AI can create value for them. This indicates a significant barrier to AI adoption across different markets and industries.


The lack of clarity on how AI can be effectively utilized for specific business goals is a common challenge. Many organizations may perceive AI as a complex and abstract concept, leading to uncertainty about its potential benefits. To overcome this barrier, businesses need to focus on identifying specific use cases for AI that align with their objectives.


Ethical and moral concerns related to AI are also considered a significant barrier, particularly for high-turnover companies. As AI becomes more prevalent in customer interactions and decision-making processes, organizations must address ethical considerations and ensure transparency in how AI is used.




The European Martech Report 2023 highlights the importance of focusing on all four dimensions – People, Process, Technology, and Data – to drive Martech success. Regional differences in Martech maturity and AI adoption demonstrate that there is no one-size-fits-all approach to Martech implementation.


Countries like Sweden have shown significant improvement in Martech maturity through targeted efforts to enhance competence and align with a customer-centric strategy. Meanwhile, Germany and France lead the way in AI adoption, leveraging the potential of AI to transform their marketing and customer experience initiatives.


However, regardless of the regional differences, the challenge of understanding and unlocking the value of AI remains prevalent across all markets. Organizations must invest in educating their teams, aligning their goals, and identifying specific AI use cases to drive successful AI adoption.


In conclusion, the European Martech landscape is diverse and evolving, with each market facing its own unique challenges and opportunities. By understanding and addressing regional differences, businesses can pave the way for Martech success and deliver exceptional customer experiences in a rapidly changing digital landscape.


Johanna Öman Engblom

Head of Marketing