Marketing, like other industries, is going through sweeping changes brought about by big, medium, and small tech. These include blockchain, artificial intelligence, machine learning, virtual reality, NFTs, metaverse, 3D printing, and more. It's a huge confluence of disruptive technologies called the Great Disruption. These tectonic shifts affect everything from how we socialise to how we sleep, with all-pervasive smart devices collecting an immeasurable amount of data on us round-the- clock.