The 2025 MarTech Replacement Survey , which uses a look at the application advertising groups replaced in 2025 and why, located a degree of security never ever before seen in its background.

For the previous five years, the study found advertising and marketing automation platforms (MAPs) were the most-replaced device in the martech. However in 2025, the survey located SEO devices were the most replaced applications, however except the factor you might expect.

Yes, SEO is going through a turbulent time, as LLMs and zero-click searches interfere with an industry constructed around search phrase monitoring and standard search. Yet search engine optimization tools were really replaced at a slower rate in 2005 than they remained in 2025

The variety of SEO tools’ replacements rose in the previous years. Along with MAPs, CRM , email distribution systems and content monitoring systems (CMS) all saw declines in their substitute contrasted to 2024

CRM substitutes dropped more than 12 % from 2024 to 2025, placing CRM replacements at their most affordable degree in the history of the MarTech Replacement Survey.

Exactly how does AI influence martech application replacements?

For the very first time in the MarTech Replacement Survey’s background, participants that replaced martech applications in 2025 were asked about the role of artificial intelligence in their choice.

• 37 1 % pointed out AI abilities as an essential consider their decision to change.
• 33 9 % discussed wanting AI capacities as a reason for replacing their application.
• 2 1 % of all replacements involved native applications particularly built with AI (either replacing business platforms with AI-built organic services or changing older homemade platforms with AI-built variations).

To that last point, the 2025 study showed a boost in changing business martech services with domestic options, a situation that was virtually vanished simply a number of years back.

Changing business martech tools with homegrown tools made up 8 1 % of all substitutes in 2025, up from 3 4 % in 2024 and 5 % in 2023, suggesting a little section of companies are reassessing their “construct vs. purchase” method.

“AI-assisted coding is altering the calculus of build vs. acquire,” said martech analyst Scott Brinker in his analysis of the searchings for. “It’s less complicated and faster to construct than ever before. Companies ought to still purchase applications where they have no relative benefit. However in situations where they can customize capacities to distinguish their procedures or customer experience, custom-made software application is an increasingly attractive choice.”

Costs stay a vital factor when martech apps are changed

In 2025, 43 8 % of marketing professionals that replaced a commercial martech application pointed out cost reduction as a reason. This is a massive rise from 23.0% in 2024 and 22 % in 2023, showing that price monitoring and martech stack optimization are rapidly becoming leading worries for advertising and marketing leaders.

Invitations to take the 2025 MarTech Substitute Survey were dispersed by email, website and social media in Q 4 2025 In overall, 207 marketing experts replied to the study. The data in this record is based upon the 154 participants (60 %) that said they replaced a martech application in the previous 12 months.

Download the 2025 MarTech Substitute Survey , no enrollment needed.