Ad Age surveyed 100 senior marketing and advertising leaders to understand how emerging technologies and shifting consumer behavior will redefine the industry by 2026.
Executives point to artificial intelligence and data-driven decision-making as the biggest forces of change. Many expect AI tools to play a central role in media planning, creative development and measurement, while data strategies will increasingly determine how brands target and personalize campaigns.
Respondents also anticipate major changes in how brands work with agencies and creators. Agency partners are expected to focus more on strategic guidance and complex integrated campaigns, while independent creators and influencer networks become core to brand storytelling and community-building.
Connected TV (CTV) is seen as a key growth channel, with marketers preparing for more sophisticated targeting, measurement and experimentation across streaming platforms. Leaders say CTV will sit alongside social, search and retail media as a primary component of the media mix.
Amid these shifts, CMOs expect brand strategy to remain a priority. They describe 2026 marketing as a balance between performance-driven tactics and long-term brand building, powered by AI and data but guided by human insight, creativity and governance.