August 25, 2025

Seventh Wave Rising: AI to slash SaaS pricing, collapse tech stacks, kill search as we know it - and why marketers should wait before locking in

36 minutes

Host: Andrew Birmingham - Editor - CX | Martech | Ecom

AI is reshaping the rules of business at breakneck speed - and likewise for marketing. Legendary tech sector analyst, founder, CEO and chairman of global analyst firm Forrester, George Colony, calls this the Seventh Wave. It’s an upheaval that will eclipse previous waves like the internet, mobile and cloud. It brings turmoil but also eventual re-ordering. For marketers, agencies, and media owners, the implications are extraordinary. Traditional SaaS pricing models are breaking down and legacy vendors are scrambling with defensive AI “upgrades” that mask deeper weakness in their systems. Colony says Agentic AI — autonomous systems that learn, adapt and act — is poised to collapse the tech stack, creating both risk and opportunity for brands. At the same time he explains why Google’s dominance in search is under existential threat - although its latest quarterly earnings results say otherwise. SEO will also fade into irrelevance, says Colony. Beyond, the open web Colony says will morph into the web’s version of AM radio and in its place, a new set of tech cartels is forming, each manoeuvring to entrench control. Colony sets out the strategic risks, the likely winners, and the moves marketers must make now. It is advice that many tech vendors will fear.

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