Don’t Deploy and Annoy: Scott Brinker on AI, Strategy & the Rise of Responsible Martech
ICYMI: Scott Brinker Catches Up with 10 Minute Martech and Explains Why AI Can’t Replace Curiosity
“In the old days it was spray and pray. In the AI age, it’s deploy and annoy.”
In this episode of 10 Minute Martech, Scott Brinker, VP of Platform Ecosystem at HubSpot and editor of chiefmartec.com, joins host Sara Faatz for a rapid-fire exploration of AI, data layers, digital waste and the expanding martech landscape.
Known as “The Godfather of Martech,” Scott doesn’t just analyze trends, he lives them. From the rise of generative AI to the transformation of marketing infrastructure, he delivers a clear message: marketers need to stay curious, human-centered and strategically bold as the tools evolve faster than ever.
His challenge to you? To embrace the power of AI without letting it run wild. Scott makes the case for keeping humans in the loop, focusing on meaningful experimentation and rethinking how we allocate time and creative energy in a data-rich world.
This is a fast, funny and deeply practical conversation with one of the most influential voices in the martech space, who reminds us that technology without thoughtful execution is just noise.
If you’re a marketer navigating automation, platform sprawl or the pressure to produce more, faster, this is the episode that will make you pause, reset and reimagine what’s possible.
Scott Brinker’s 10 Memorable Moments on 10 Minute Martech
1. Deploy and Annoy: The New Worst Practice.
Scott’s warning to marketers using AI agents with no oversight? You’re not innovating, you’re spamming.
“In the old marketing world, the worst thing you could do was spray and pray. In the age of AI, the worst thing you can do is deploy and annoy.”
2. AI Is Evolving Fast. Too Fast to Ignore.
Yes, some tools underdeliver. But wait six months and those same tools might be leading your martech stack. Scott urges curiosity over cynicism.
“The gap between hype and reality is collapsing faster than ever before.”
3. Good Agents Serve. Bad Ones Spam.
AI agents need guardrails. Use AI to enhance customer service, not replace the human touch.
“You always want to give people the option to get to a human.”
4. Digital Waste Is the Real Risk.
More content doesn’t mean better content. Scott stresses value, clarity and intention over volume.
“Just letting AI run off and do its own thing without human interaction creates digital waste.”
5. The New Energy Map of Marketing.
Scott lays out a new model: Let AI handle the grunt work so marketers can do what they do best: experiment and imagine.
“We used to burn calories on production and analysis. Now AI frees us to spend more on strategy and creativity.”
6. AI Isn’t Just for the Seller Side.
From generating content to evaluating it, AI is reshaping not just how marketers create, but how customers search and validate.
“We’re now seeing AI on both sides of the equation—seller and buyer.”
7. Cross-Checking AI Is a Good Thing.
Far from being misinformation engines, Scott sees potential for AI to surface truth more reliably than single-source algorithms.
“AI can pull from multiple sources and cross-validate. It might actually help us find what’s real.”
8. Hallucinations Aren’t Just for AIs.
A classic “Brinkerism,” smart, funny and a reminder not to hold machines to a standard we rarely meet ourselves.
“AIs aren’t the only things that hallucinate. Humans have been doing it forever.”
9. Martech Bloat Isn’t a Problem. It’s a Gift.
Scott sees a formula in more tools = more competition = more power for marketers.
“Everyone complains about the martech landscape growing. But it’s a sign of innovation. That’s a good thing.”
10. Strategy + Experimentation = Your Edge.
Less perfection. More iteration. That’s the mindset Scott champions for modern marketing teams.
“Marketing is unpredictable. But if you can accelerate the loop of trying new ideas and getting feedback, that’s a competitive advantage.”
Scott’s Martech Hot Take
“People say the martech landscape should consolidate. I say—this is a gift to marketers.”
Every year, Scott Brinker releases the ever-expanding Martech Landscape chart, and every year, someone begs for consolidation. But Scott’s take flips the script: The explosion of martech tools isn’t a problem. It’s proof of innovation.
Behind every logo is a team trying to make your job easier, more effective or more creative.
“It’s an incredible span of entrepreneurship, all focused on empowering marketers.”
In a world that’s changing fast, more choice and more competition is exactly what keeps marketers in the driver’s seat.
Scott’s Recommended Reading List
If you’re trying to stay ahead of the AI curve, Scott has one must-follow recommendation:
- Ethan Mollick – Professor at Wharton, author of One Useful Thing, and a leading voice in practical, research-backed AI applications.
Scott’s a longtime fan of Mollick’s work, particularly his weekly deep dives into what AI tools can realistically do (and what they can’t). For marketers navigating the hype-to-reality rollercoaster, it’s essential reading.
Listen Now
Next Up in the 10 Minute Martech Series!
Sara sits with Karen Steele, Founder of Steele-Alloy and seasoned Fractional CMO, to talk about the future of B2B marketing and why data quality is more important than ever.
Want to keep reading in the meantime?
Full Episode Transcript: Scott Brinker
Here’s the full transcript to keep you transfixed. Every insight, every quote, unedited and unforgettable.
Sara Faatz: I’m Sara Faatz, and I lead community and awareness at Progress. And this is 10 Minute Martech.
Scott Brinker: Somebody said, in the old marketing world, the worst thing you could do was spray and pray. In the age of AI, what you don’t want to do is deploy and annoy all these agents.
Sara Faatz: That’s Scott Brinker, VP of Platform Ecosystem at HubSpot and editor at chiefmartec.com. Let’s get started. So, Scott, other than AI, what’s your burning martech idea or question right now? What keeps you up at night?
Scott Brinker: Related to AI—but a broader revolution in martech—is the changing data layer. It used to be every app had its own siloed database, and integrating data was a nightmare. Now with cloud data warehouses and lakehouses, it’s not easy, but it’s easier for apps to share data across the business. That’s huge value.
Sara Faatz: So on the AI side, what keeps you up at night?
Scott Brinker: You know the Spiderman line—“With great power comes great responsibility.” There’s a segment of marketing excited to set AI agents loose to call, email, text people without humans. That’s not going to create joy and delight for buyers. I hope we move past that phase quickly.
Sara Faatz: Yeah, you don’t want AI agents running amok causing shenanigans left, right, and center.
Scott Brinker: Right. Spray and pray has become deploy and annoy.
Sara Faatz: Are you seeing any good, practical applications of AI?
Scott Brinker: Absolutely. Customer service agents are getting smarter, especially with generative AI. If they resolve something in a minute, that’s great. As long as there’s an option to reach a human.
On the backend, AI helps with content production. It’s reducing production cost and time and helps people prototype ideas without needing designers or developers. That’s powerful—and we’ve only started tapping into that.
Sara Faatz: But like “don’t deploy and annoy,” we need to avoid digital waste. How do we ensure humans stay involved?
Scott Brinker: I think of it like calorie burn in marketing. We’ve always wanted to spend more on strategy and creativity, but most energy went into production and analysis. AI can reduce that production load. If we redirect that energy toward experiments and bold ideas, that’s a competitive edge.
Sara Faatz: What about AI search and SEO—how do you see that evolving?
Scott Brinker: AI is on both sides—seller and buyer. Sellers generate content, buyers search with AI. Humans aren’t the only ones who hallucinate—AIs do too. But AI engines now cross-check multiple sources. Unlike Google’s old algorithm, which just tracked links, these tools can reason and validate. That might help us better determine what’s real and what’s not.
Sara Faatz: Do you think we’re there yet?
Scott Brinker: Not fully—but the gap between hype and reality is shrinking fast. A tool may underdeliver today, but six months later it works great. Healthy skepticism is good, but full pessimism isn’t. Stay open-minded—this stuff is evolving fast.
Sara Faatz: Two last questions. First—what’s your martech hot take?
Scott Brinker: We release the Martech Landscape every year, and people groan that it keeps growing. They say, “Please consolidate!” But I think that growth is a gift. It’s a sign of innovation. Thousands of companies competing to help marketers? That’s entrepreneurship at its best.
Sara Faatz: Love that. Final question—who do you follow for inspiration?
Scott Brinker: On the AI side—Ethan Mollick, Wharton professor. He’s deeply involved in academic research and real-world applications. Always insightful.
Sara Faatz: Thank you so much, Scott. Always a pleasure.
Scott Brinker: Thanks for having me, Sara.
Sara Faatz: Listeners, thanks for tuning in. Like and subscribe to 10 Minute Martech wherever you get your podcasts.
Katie Austin
Katie Austin is a media strategist and audience engagement expert with a passion for data-driven storytelling. As the Strategic Awareness & Advocacy Lead for Progress Sitefinity, she brings years of experience in audience development, media analytics and social strategy from top mainstream media organizations.
