86% of students and 83% of teachers already use AI tools. When everyone has the same technology, AI features aren't a strategic edge — they're a floor. The EdTech brands winning enterprise contracts in 2026 are competing on outcome data, compliance infrastructure, and data interoperability. Investors are enforcing an Efficacy Reckoning: no proof of pedagogical impact means valuation discounts. Here's the growth marketing playbook for what actually wins.