Download: 2026 Trends Report

Marketing in the Age of AI

Introduction

AI is challenging marketers. To innovate, to become more efficient, but also to zig when the algorithms zag. It’s creating both pressure and possibility.

The trends in this report reflect the ironic tension as AI gets ever more powerful and useful, and in doing so, raises the premium on authentic, human perspectives and experience.

We’ll lay out how marketers should respond in 2026, where the opportunities lie with human-centric AI, and what’s next.

In simple terms, we dig into the questions that every business is dealing with: What can AI do? Where will it add value for us? How do we implement it effectively? What are the potential risks for our brand and our people? And how do we remain distinctive and clear-eyed through this period of disruption?

Contents

  1. Finding the 'why' before AI

    Time to confront the strategic planning gap

  2. More soul, less slop

    Human storytelling is in demand

  3. Brand as the deepest moat

    Are CMOs neglecting brand building just when it matters most?

  4. Content is not a numbers game

    Context is king across search and social

  5. “I'd like to thank my agent”

    The agentic boom is underway, now is the time to experiment

  6. GEO, AEO, LLMO? It's all semantics

    AI search understands humans better than ever; and SEO has to adapt

  7. Accessibility requires engagement

    Inclusive design cannot be abdicated to AI

  8. The AI efficiency gap

    Marketing should create new value, not simply automate around the edges

  9. Pilots start with people

    AI rollouts must confront the fear factor

  10. AI levels the playing field

    But lack of internal expertise could nix mid-market revolution