The Five Data and AI Trends Reshaping Marketing in 2026

 

For years, marketing systems have grown more fragmented. In 2026, that changes. 2026 will be the year that we see tighter alignment between activation and measurement, more interoperable identity frameworks, and stronger data foundations that support AI at scale. According to our 2026 trends report, the most successful organizations will be the ones that unify their systems so insight moves directly into action and outcomes can be validated across every channel.  

 

Data quality is what will shape AI outcomes. Our report emphasizes that AI is only as good as the data it learns from, which means accuracy, freshness, consent, and interoperability are essential requirements that marketers must prioritize. Marketers who invest in high-integrity data will see AI unlock more personalization, stronger predictive modeling, and more efficient workflows. Those who rely on incomplete or outdated signals risk automating poor decisions faster. 

 

Measurement is shifting from a retrospective exercise to a real-time capability. Instead of waiting until a campaign ends, marketers now expect live feedback on how audiences are responding, where value is being created, and which channels are driving true incrementality. Our report notes that the walls between activation and analytics are falling, allowing teams to optimize creative, targeting, and spend mid-flight rather than reacting after the fact. This is a foundational change, and it will reshape planning, budgeting, and cross-team collaboration in 2026 

 

2026 is the year first-party data becomes operational rather than aspirational. Collecting data is no longer the challenge. Activating it across channels is. Our report highlights that marketers want to unify CRM, digital, and TV data to create full-funnel addressability, as well as use enrichment and modeling to expand their reach intelligently. Marketers are realizing that first-party data is only powerful when it can move securely and consistently across platforms. 

 

Commerce media is evolving from a retail-only phenomenon into a multi-industry movement. Auto, CPG, travel, financial services, and entertainment brands are now building or partnering on media networks. This expansion reflects a broader shift toward connecting exposure with transactions, whether they happen online or offline. Our report notes that identity is the engine powering this evolution because it allows marketers to tie media to real-world results and measure the value of their audiences with greater accuracy. 

 

Curation is emerging as a structural shift rather than a trend. With signal fragmentation, privacy reform, and concerns about efficiency, curated private marketplaces (PMPs) give marketers more control over who they reach and how. According to our report, curated supply paths now account for a significant share of programmatic spend and offer stronger transparency, real-time optimization, and access to high-quality audiences that can be activated consistently across CTV, audio, and the open web. In other words, curation is becoming the standard path to performance. 

 

Identity and data quality unify every trend. Every trend in our outlook depends on them. AI can only perform at the level of the data fueling it. First-party activation depends on consistent identity matching. Commerce media requires clear connections between exposure and conversion. Curation relies on accurate and privacy-forward signals. Measurement is only meaningful when marketers can trace outcomes back to real people and real actions. Our report emphasizes that the leaders in 2026 will be the companies that establish a clean, connected, privacy-first data foundation and apply it consistently across teams and channels.