Marketing Leaders Forecast a Data-Driven AI Future
Wunderkind’s 2026 forecast, published December 10, 2025, draws insights from 28 top marketing executives. It outlines sweeping shifts in digital advertising—led by agentic artificial intelligence and first-party identity systems—that will redefine how brands engage consumers in 2026.
Richard Jones, CRO at Wunderkind, emphasized a major transition: “In 2026, first-party identity won’t just support your marketing—it will power it. AI will connect experiences across every channel to create seamless, intuitive interactions.”
Agentic AI Revolutionizes Campaign Management
The report identifies agentic AI—intelligent systems that independently analyze, understand, and act—as a pivotal advancement. Unlike static automation, these systems personalize every customer touchpoint in real-time.
Chris Marriott, president at Email Connect, noted that traditional customer journeys will be replaced by AI-driven microjourneys: “Agents will decide the best timing, channel, and message for each individual.”
AI spending in marketing reached $824 million in 2025 and is expected to grow, fueled by its ability to drive measurable lift and enhanced personalization. Ronen Kadosh of Wunderkind stated that agentic AI will optimize content and offers with unmatched efficiency.
Meanwhile, creators will benefit from AI’s ability to handle repetitive tasks. Chase Dimond of Structured shared, “AI handles the grunt work—humans provide the creativity, empathy, and storytelling.”
Privacy-First Identity Systems Become Core Infrastructure
As third-party cookies disappear, brands are turning to first-party data and identity graphs built on consent. Zach Bingham of Lunar Solar Group outlined the ideal stack: consent-based identity graphs, real-time pipelines, clean-room integrations, and governance systems.
These systems continuously evolve, learning from every interaction to deliver personalized experiences. Rachel Waldstein of Wunderkind emphasized that data quality and privacy compliance now drive reach and engagement.
With Gartner forecasting 75% of the global population will fall under privacy laws by 2026, brands must integrate privacy into core strategies. Jimmy Kim of eCom Email Marketer noted, “Transparency is the key to unlocking both trust and data.”
AI Shopping Agents Redefine Product Discovery
The rise of AI-powered shopping agents is poised to disrupt how consumers discover and purchase products. These agents handle research and make decisions, especially for repeat or commodity items.
Nick Shackelford of Structured predicted that brands must optimize for AI visibility just as they previously did for SEO. Rich product data and user-generated content will be critical to ranking in AI interfaces.
Wunderkind survey results show 53% of consumers already use AI for deal-finding, with 64% comfortable receiving AI recommendations. This trend signals a reimagining of shopping behaviors and marketing strategies.
Fritz Brumder of WiseOx highlighted the value of conversational search: “It’s no longer about keywords, but full context. AI understands intent far better than traditional search.”
Owned Channels Transform into AI-Enhanced Ecosystems
Email and SMS are evolving into dynamic, interactive platforms. Wunderkind research shows 53% of consumers prefer personalized email offers, with SMS gaining traction as a preferred engagement tool.
Brands are enhancing owned channels with features like live pricing, embedded quizzes, and AI-powered agents. Zach Bingham explained that these tools work together to provide continuity and personalization across touchpoints.
Jordan West of Social Commerce Club emphasized relevance over volume: “Cutting through the noise requires fewer, smarter messages that feel personal and timely.”
Brooke Yoakam of AvidAI added that SMS will dominate due to its immediacy and directness, creating high-conversion pathways grounded in first-party data.
Loyalty Programs Evolve Beyond Points
Loyalty strategies are shifting from transactional rewards to relationship-building systems. Transparency and timing replace discounts as drivers of consumer trust.
Wunderkind’s data shows 58% of consumers value honest communication about pricing. Erin Levzow, a fractional executive, noted that engagement must offer clear value and ease of participation.
Post-purchase enhancements—like concierge support, localized perks, and refill reminders—will strengthen retention. Brands will monitor real-time signals to optimize lifetime value.
Ben Argov of IWA Wine Accessories explained that AI allows brands to understand customer patterns and deliver personalized offers: “AI will tailor experiences based on deep behavioral insight, not just segments.”
Consolidated Tech Stacks Focus on Intelligent Decisioning
Marketing tech stacks are consolidating around AI-powered decisioning platforms. Budgets are shifting away from fragmented tools toward systems that drive profitability and insight.
Jordan West predicted that platforms boosting customer lifetime value and efficiency will dominate investments. Waldstein outlined essentials: first-party identity, agentic AI, composable APIs, and analytics that prove lift.
Meta’s 2025 API consolidation reflects a broader shift toward unified, automated ad management. Yet, brands must balance standardization with flexibility to adapt quickly.
Adaptability Will Define Competitive Advantage
The report warns of unpredictable changes in acquisition channels. Shackelford highlighted the need for diversification and community equity to weather disruption.
Jones noted that brands winning in 2026 will turn anonymous visits into engaged interactions using privacy-first identity and AI orchestration, without replatforming.
Ajinkya Joglekar added that true AI value lies in orchestration, not vanity features. The winners will use intelligence to drive real outcomes, not just automation for its own sake.
Ultimately, 2026 marks the transformation of marketing from static campaigns to intelligent, human-centered experiences. As Wunderkind concludes: “AI will manage the complexity—humans will deliver the connection.”
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.