Ibexa CEO Calls for Agentic Marketing Orchestration to Combat Martech Fragmentation

Ibexa CEO Bertrand Maugain used the company's Orchestration Day event in Paris on 17 June 2026 to argue that generative AI has deepened the fragmentation problem in marketing technology, and to outline a strategic pivot toward what he calls "agentic marketing" built on integrated orchestration platforms.

In a keynote titled "Orchestrating Performance in the Age of Agentic Marketing," Maugain told attendees that the proliferation of software-as-a-service tools has left marketers struggling to extract value from their existing investments. According to a CMSWire report published 28 September 2026, Maugain said AI has compounded the issue rather than solving it: "AI exacerbates fragmentation. It's as if hallucinations are created within the existing gaps; the lack of context makes it difficult to capitalize on our investments from the past. So, there's a real need for a more compact and integrated foundation," said Maugain.

Maugain also argued that AI tools designed for individual consumers hit hard limits inside corporate environments. "Beyond fragmentation, there's a real need for more sophisticated technology to better understand the business context," he said. "From the cultural to the business context, decision-making to collaboration between a large number of departments, the corporate context is much more complex."

A third concern raised by Maugain centred on consumer trust. He cited a projection that machine-generated content will account for the vast majority of online material within the decade: "By 2028, 90% of content will be machine-generated. How will consumers react? Trust is inevitably impacted," he said. He added that transparency and control must therefore be built into marketing platforms as core features: "These qualities are things we must make available in our tools."

Maugain described the response to these challenges in two parts. First, he said marketers must transition from executing manual tasks to acting as "super-orchestrators" who supervise autonomous AI agents while safeguarding brand authenticity. "I am personally convinced that an authentic brand that is truly able to convey its values to the user of tomorrow will inevitably stand out in a context where the content is synthetic," he said.

Second, Maugain advocated for what he described as the "European Way" of marketing technology — an open, ecosystem-oriented approach that prioritises user choice and technical integration over locked-in, all-in-one suites. "Ultimately, the European Way represents a spirit of openness," he said. "Ibexa and its partner solutions are positioning ourselves between comprehensive but cumbersome marketing suites and best-of-breed approaches that are often taken to extremes."

The CMSWire report characterised the event as part of Ibexa's broader strategic repositioning, noting that Maugain believes the company has an advantage because it began building for agentic marketing before competitors shifted away from point solutions. Ibexa describes its platform as sitting between headless stacks and monolithic suites, offering what it calls stronger governance and trust for global enterprises.