The tech industry has already kicked off 2026 at CES and as tech marketers look to the year ahead many people are talking about AI.
“In 2026, marketers will double down on responsible AI deployment at scale,” says Emily Ketchen, chief marketing officer and SVP of intelligent devices group (IDG) and international markets at Lenovo. “It goes beyond using AI as a daily tool, but as a strategic enabler of brand and cultural relevance, marketing efficiency, and building trust.”
“This means applying AI with intentionality: blending tech precision with human creativity, ethical oversight, and brand purpose,” she continues. “We’ll see the rise of internal AI governance councils for clearer guidelines and cross-functional alignment, the establishment of company-wide AI prompt libraries to scale AI in marketing, and tighter integration of AI into marketing – from content personalization to better targeting.”
Bree Casart, Shutterfly’s chief marketing officer, says that AI is fundamentally reshaping consumer behavior in 2026 and beyond.
“From transforming search to enabling hyper-personalized marketing and conversational commerce, AI is redefining how brands engage with customers,” says Casart. “At the same time, amid ongoing economic uncertainty and deepening ideological divides, consumers are increasingly drawn to meaningful connection, tradition, and experience. As marketers, we’re adapting to new channels, leveraging our own AI and personalization capabilities, and at Shutterfly, making a bold commitment to conversational creation to cut through the noise.”
As AI gets better, consumer expectations will increase and marketers will need to stay on top of the tools to meet their needs.
“The expectations of marketing keep climbing. CMOs are being asked to drive measurable outcomes – revenue, loyalty and long-term growth. To meet the moment, marketers need an evolving toolkit to rise to the occasion,” says Allison Stransky, chief marketing officer and vice president of corporate marketing at Samsung Electronics America.
Stransky says that this year, data and AI are going to be critical in that marketing toolkit, becoming more essential in uncovering deeper relevance with the consumer.
“These capabilities help us turn insights into personalized storytelling which helps us stay relevant in the moments that matter. It’s less about big, robust campaigns but relevance at scale and storytelling that feels authentic to the consumer,” adds Stransky. “What’s compelling is how AI and data are unlocking new levels of creativity and connection – turning data into inspiration and helping brands build relationships with consumers that are more personal and purposeful.”
