A group of 100 advertising and marketing leaders is outlining how they expect the industry to change by 2026, pointing to artificial intelligence, data, agencies, connected TV, creators and brand strategy as the main forces reshaping the business.
Many leaders see AI moving deeper into everyday marketing tasks, from media planning and audience targeting to creative testing and optimization. Rather than replacing teams, AI tools are expected to work alongside people, speeding up production and helping brands respond more quickly to changing consumer behavior.
Data is forecast to remain central, but with greater pressure on how it is collected and used. Marketing executives anticipate stricter privacy rules, more reliance on first-party data and stronger demands for transparency in measurement and attribution.
Agencies are expected to keep evolving their roles. According to the leaders, brands will lean on partners that can combine strategy, creativity, analytics and technology, while also working more flexibly across in-house and external teams.
Connected TV is seen as one of the fastest-growing channels, with more ad budgets shifting from traditional linear TV to streaming platforms. Marketers expect CTV to offer more precise targeting and measurement, while still delivering the reach of television.
Creators and influencers are also projected to play a larger part in brand storytelling. Marketing leaders say brands will look beyond one-off sponsorships and build longer-term collaborations, treating creators as strategic partners rather than just media placements.
Underpinning all of these changes is brand strategy. Executives emphasize that as tools and channels multiply, clear positioning and consistent brand experiences will be critical to stand out, maintain trust and turn short-term campaigns into long-term growth.