Marketing 2026: The Challenge of Artificial Intelligence/ Experts: Algorithms are Producing Volume, Not Value
The global marketing industry is entering a new phase of polarization in 2026, driven strongly by artificial intelligence. This is according to an analysis published by Marketing Dive, which identifies some of the key points that will shape the coming year. According to the analysis, the balanced campaign between the two formulas, traditional and digital, is becoming increasingly invisible. On the one hand, brands and agencies are moving towards personalized service models, while on the other hand, solutions built with AI are growing. The traditional space in between is shrinking, both in business models and in creative content.
Why is this happening? The rapid rise of generative AI has lowered the barriers to content production, but it has also created uniformity. Experts warn that algorithms are producing volume, not necessarily value. In response, some brands are opting for more provocative and authentic communication to break the monotony.
However, by 2026, AI is expected to be used massively in content production, campaign planning, and audience analysis. But this risks producing content that is uniform and without a clear identity.
Another important development is related to demographic changes. The Gen Alpha generation, although still very young in age, is already being seriously considered in marketing strategies, due to its influence on purchasing and consumption decisions. In parallel, investments in marketing creators (influencers) are expected to increase, with a particular emphasis on small creators, instead of pursuing large audience figures.
2026 is expected to be a defining year for marketing, as technology, economics, and societal changes push the industry toward clearer choices. AI remains a strategic tool, not a replacement for creative thinking.
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