Omri Shtayer highlights more on how Similarweb’s latest Manus Integration boosts their marketing intelligence layer:

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What are the highlights of the Manus integration?

Our data is the fuel for the Manus aircraft, allowing Manus to generate actionable analysis. This integration gives the Manus AI agent direct access to authoritative digital market intelligence, enabling decision-critical work such as market analysis, competitive benchmarking, and growth planning. By combining Manus’s agent capabilities with Similarweb’s view of real-world digital behavior, AI-driven analysis becomes more consistent, defensible, and aligned with actual market dynamics rather than inferred signals or speculation.

What are some of the biggest misconceptions around data-driven marketing processes?

Knowledge. We believe LLMs know everything. That’s an illusion. One of the biggest misconceptions is that AI-driven marketing decisions can be trusted without equal attention to the quality and authority of the underlying data. We need to challenge the conclusions reached by agents as we do with humans. As AI agents move beyond insights and into planning and execution, weak or unvalidated data doesn’t just create noise, it creates risk. We need to provide all the context the agents need in order to really drive value.

Another common misconception is that internal or first-party data alone is sufficient. In reality, effective data-driven marketing increasingly requires external market intelligence, like Similarweb’s proprietary digital data, to provide context, benchmark performance, and prevent AI systems from reinforcing narrow or biased views of the market.

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In today’s agentic AI era, what should modern marketers keep foremost in mind?

Us. Humans are still an important part of the process. As AI agents begin to handle decision-critical work such as market analysis, competitive assessment, and growth planning, the primary focus must shift from doing to managing. We should guide the agents and manage them like we do employees. We need to provide clear instructure, help them formalize the inputs and data needed for the task and guide them through the expected output.

The best results will come from human/agent collaborations – with the right data and context.

What trends will shape the overall marketing and martech sphere through 2026?

AI is moving out of the experimental phase and into the core of everyday marketing workflows, particularly as agentic systems begin supporting planning and decision-making, not just execution.

As this shift accelerates, marketers will place greater emphasis on validating AI-driven insights with their own knowledge and guidance alongside trusted, third-party market intelligence to reduce risk and increase confidence. At the same time, the ecosystem itself is evolving. The most effective platforms will be those designed to work together, allowing data, agents, and tools to interoperate rather than operate in isolation.

Five martech thoughts you’d leave our readers with before we wrap up?

First, Data is the fuel, AI is the engine, agents are the aircraft. As AI agents take on more strategic responsibility, the industry must prioritize grounding those systems in trusted data. This is essential for making AI-driven decisions more reliable and repeatable.

Second, partnerships between AI platforms and data providers will define the next phase of martech. No single system can do everything well in isolation, and interoperability will be key to real outcomes.

Third, moving from experimentation to execution requires reducing risk, not just increasing speed. Integrations like this help ensure AI outputs are based on market reality, not assumptions.

Fourth, this shift benefits the entire ecosystem by setting a higher bar for transparency and accountability in AI-powered marketing tools. That ultimately builds confidence for practitioners.

And finally, the future of marketing will be shaped by human/AI collaboration that is outcome-driven. When humans are able to operate agents, at scale – strategy becomes reality

Similarweb powers businesses to win their markets with Digital Data. By providing essential web and app data, analytics, and insights, we empower our users to discover business opportunities, identify competitive threats, optimize strategy, acquire the right customers, and increase monetization. Similarweb products are integrated into users’ workflow, powered by advanced technology, and based on leading comprehensive Digital Data.

About Omri Shtayer:

Omri Shtayer is the VP of Data and DaaS Products at Similarweb, specializing in leveraging structured, real-time data to empower enterprise AI decision-making.