What 28 marketing executives predict will transform digital advertising in 2026

Marketing technology company Wunderkind published its 2026 forecast report on December 10, 2025, compiling insights from 28 executives across advertising agencies, ecommerce platforms, and marketing analytics firms. The analysis positions the coming year as a critical juncture where artificial intelligence transitions from automation tool to strategic orchestration system, while first-party data becomes the foundation for privacy-compliant customer relationships.

Richard Jones, chief revenue officer at Wunderkind, stated in the report that "in 2026, first-party identity won't just be part of your marketing strategy, it'll be the engine driving it. And AI? It'll be working behind the scenes, connecting the dots across email, text, onsite, and ads—turning old-school, rule-based campaigns into smart, responsive, 'it's-like-they-read-my-mind' experiences."

The report frames 2026 as the year when marketers shift from data hoarding to data activation. Third-party cookies continue fading from the advertising ecosystem while privacy regulations expand globally, forcing brands to build identity graphs powered by consented first-party information. Ajinkya "Jinx" Joglekar, advisor at Growth Stack Commerce, noted in the document that "most companies can't achieve meaningful scale with first-party data alone, and even those with massive databases risk fishing in the same pond if they rely solely on it. The real opportunity lies in combining that data with privacy-first partnerships and AI-generated propensity models that continuously learn from enriched datasets."

Agentic AI transforms campaign management from static workflows to dynamic decisioning

The forecast identifies agentic artificial intelligence as the dominant trend reshaping marketing operations in 2026. Unlike traditional automation that executes predefined rules, agentic systems analyze signals, understand intent, and dynamically personalize content, channel selection, and timing without constant human intervention.

Chris Marriott, president and founder at Email Connect, stated that "with the rise of autonomous marketing platforms, journeys will be a thing of the past for leading brands. Agents will personalize journeys at the customer level, determining timing, channel, and offer in real-time for each individual." This represents a fundamental departure from segmentation-based approaches that dominated the previous decade.

GenAI app spending reached $824 million during 2025 as marketers deployed artificial intelligence for technical automation across the $109 billion mobile marketing ecosystem. The report suggests this investment will accelerate substantially in 2026 as capabilities mature beyond basic task execution.

Ronen Kadosh, assistant vice president of sales and partnerships at Wunderkind, predicted that "by 2026, agentic AI decisioning will choose content, channel, timing, and offers for every interaction, using first-party identity and real-time intent to orchestrate cross-channel precision that humans cannot efficiently match; less noise, more relevance, measurable lift, and compounding revenue."

The shift affects creative workflows as well. Chase Dimond, email marketer and agency owner at Structured, explained that "agentic AI will take over the blank-page moments and the repetitive work, research, outlines, testing variations, but the magic will still come from humans. The best outcomes will blend AI's efficiency with human insight, creativity, humor, and storytelling. AI enhances creativity; it doesn't replace the creator behind it."

Wunderkind's analysis coincides with broader industry recognition that AI platforms are growing faster than social networks ever did, with ChatGPT projected to reach 1 billion weekly users by the end of 2025 according to Sonata Insights analysis published on December 12.

Privacy-first identity infrastructure emerges as competitive advantage

The report positions identity resolution as the foundational technology enabling all other marketing capabilities in 2026. As third-party cookies become obsolete and privacy moves from compliance checkbox to competitive differentiator, brands are investing in intelligent infrastructure that translates consented data into actionable intelligence.

Zach Bingham, growth manager at Lunar Solar Group, outlined the technical priority stack as: "(A) A privacy-safe identity graph anchored in consent state (B) Real-time event pipelines supported by dynamic feature stores (C) Clean-room connectivity with retailers and media partners (D) Strong governance and observability—including data quality SLAs and lineage tracking."

The forecast emphasizes that identity systems function as living networks rather than static databases. Every customer interaction sharpens the system through continuous learning, transforming loyalty programs into value exchanges and predictive models into personalized moments. Rachel Waldstein, vice president of global strategy consulting at Wunderkind, explained that "data quality wins first: privacy-safe first-party identity and clean behavioral signals expand reach and make audiences actionable. With that foundation, agentic AI decisioning selects content, channel, timing, and offers in real time for lift beyond rules—running in an API-first, composable layer beneath your tools, no replatforming required."

Jimmy Kim, co-founder and chief executive officer at eCom Email Marketer, stated that "customers will share their information if you're transparent about why you need it and how it benefits them. First-party data becomes more powerful when you lead with privacy. The brands winning in 2026 won't choose between data and privacy. They'll use transparency to unlock both."

Privacy regulations continue expanding, with Gartner forecasting that 75% of the global population will be covered by data privacy regulations by 2026. Organizations must develop privacy-compliant strategies regardless of cookie deprecation timelines or platform changes.

Erin Levzow, industry veteran and fractional executive, noted that "brands need to look at their foundation, starting with the CDP, and determine what data really matters. AI will handle much of the heavy lifting, but humans are still essential to interpret and act on the insights. The difference now is speed, insights will surface and be actionable far faster than waiting on a data team or analyst."

AI shopping agents reshape product discovery and purchase decisions

The forecast identifies artificial intelligence-powered shopping agents as a potentially disruptive force in 2026, though the exact impact remains uncertain. These systems enable consumers to delegate research and purchasing decisions to automated assistants, fundamentally changing how brands reach buyers.

Nick Shackelford, co-founder and chief revenue officer at Structured, predicted that "AI shopping agents will quickly become a go-to for product discovery and decision-making, especially for repeat and commodity purchases. Brands will need to optimize for AI shelf placement just as they once did for SEO or marketplace ranking. The advantage will go to brands that feed richer product data, social proof, and UGC signals directly into AI ecosystems."

Wunderkind survey data from November 2025 showed that 53% of consumers regularly or occasionally use artificial intelligence to find better deals online, while 64% express comfort with AI-powered product recommendations. This consumer adoption creates pressure for brands to ensure visibility within these new discovery mechanisms.

Fritz Brumder, chief executive officer at WiseOx, stated that "AI research will increasingly become a primary influence in shopping decisions. It may not fully overtake reviews and search in 2026, but it will begin to reshape traditional purchase behaviors. How brands influence discoverability within consumer AI experiences is still to be determined, but one thing's certain: Google will find a way to monetize it."

The shift toward conversational search changes targeting dynamics substantially. Brumder explained that "with traditional search, a consumer might type 'Toyota Highlander reviews.' But with AI, they'll say, 'I'm looking for a Toyota Highlander for my family, we have two kids and a dog. We love winter sports and biking, and I need space for four bikes. I'm also a veteran and can get a military discount.' The ability for an advertiser to target based on that level of shared profile data is ten times more valuable than a traditional keyword search."

Paul Kontonis, chief executive officer at Fabric Media, added that "the more AI feels like a personal shopper, authentic, intuitive, and genuinely helpful in surfacing information, the more consumers will rely on it."

Owned channels transform into interactive, AI-enhanced growth engines

The forecast positions email and SMS as critical channels experiencing substantial evolution in 2026, moving beyond static communications toward dynamic, interactive experiences that adapt in real time to individual behavior.

Wunderkind data from November 2025 indicates that 53% of consumers prefer receiving personalized offers via email, peaking at 61% among Generation X. SMS or text messaging reaches 23% preference for personalized offers, while mobile wallet achieves 13% preference. These owned channels maintain significance despite the proliferation of new platforms.

Recent research published in late 2025 revealed that 65% of organizations plan to reinvest in email marketing as a reliable owned channel in 2026, marking a reversal from years of declining focus as brands chase newer platforms.

Bingham described the evolution: "Emails are becoming micro-apps, featuring live inventory and pricing, embedded quizzes, cart edits, and even 'ask the agent' blocks that learn preferences and update downstream segments. Owned channels like interactive email, SMS, WhatsApp, push notifications, and on-site or in-app agents will work in concert. Loyalty apps will also regain traction when they deliver clear value through perks, receipts, and instant rebates."

The key to cutting through crowded inboxes involves delivering fewer, more relevant messages rather than increasing volume. Jordan West, chief executive officer at Social Commerce Club, stated that "success won't be about volume, it'll be about resonance. The brands that win will deliver fewer, smarter touchpoints that feel earned and tailored to the moment a customer is in. Relevance beats frequency, the message that feels personal and timely is the one that gets remembered."

Brooke Yoakam, co-founder and chief revenue officer at AvidAI, predicted that "SMS will continue to surge as the dominant owned channel in 2026. It cuts through attention fatigue more effectively than email and matches how consumers prefer to engage today, short, snackable, and actionable. The brands that win will treat SMS as a personalized relationship channel, not a promo blast machine. With rising acquisition costs and shrinking attribution clarity, SMS offers a direct line to high-intent customers, powered by owned first-party data and measurable conversion lift."

Marriott noted that "the number of messages a consumer receives over time is another form of personalization. What feels like 'too much' for one person might be 'just right' for another." This individual-level frequency optimization represents a capability enabled specifically through artificial intelligence decisioning systems.

Loyalty programs evolve from points systems to relationship-building mechanisms

The forecast repositions loyalty as moving beyond transactional rewards toward continuous engagement built on empathy, timing, and genuine value delivery. Artificial intelligence enables brands to understand when to reach out, when to hold back, and how to add value without being intrusive.

Wunderkind survey data from November 2025 showed that 58% of consumers say transparent communication on price rises increases brand loyalty, suggesting that honesty matters more than promotional discounts in building lasting relationships.

Levzow explained that "marketers need to be smarter about the data exchange, how we connect and unify it to see the full picture of the customer. To do that effectively, brands must make engagement simple and create a clear value exchange, for example, offering data in return for loyalty benefits. We're now seeing loyalty participation rates as high as 80% in the restaurant space."

Post-purchase experiences represent a critical frontier. Bingham stated that "membership-layered subscriptions will evolve to include skip and swap options, concierge support, exclusive bundles, and local perks like store coupons or cashback, paired with proactive refill timing to strengthen retention. The smartest brands will track signals like time-to-value, NPS, early-use satisfaction, product stickiness, channel preferences, and trust markers to better predict and grow lifetime value."

The shift toward AI-driven fatigue detection allows brands to maintain presence without overwhelming customers. Levzow noted that "AI comes in and how it can pull in all the analytics down to a guest level and make moves on it, that we can't quickly as humans without multiple resources and extensive expertise."

Ben Argov, president at IWA Wine Accessories, explained the long-term vision: "We believe two things can be true at once: every customer is unique, and yet there are clear commonalities within key segments. AI allows us to recognize those patterns and optimize our communications and offerings accordingly. In my industry (wine), think about purchase behavior. Someone who buys flutes from a collection often returns for the matching glasses; or timing, holiday shoppers who reappear each season. Even at the stage of wine collecting matters, serious collectors investing in advanced cooling equipment tend to seek higher-end accessories to complete their cellars. Frequent buyers, on the other hand, might make smaller, more regular purchases for replenishment or gifting. Today, we rely on static, rules-based journeys to address these segments, but AI will soon optimize content and offers for each individual, drawing on 15 years of customer and sales data that reveal the evolution of every segment."

Marketing technology stacks consolidate around intelligent decisioning platforms

The forecast predicts that 2026 marks a turning point where brands move from accumulating tools to optimizing systems. Budget flows toward platforms that directly improve profitability through AI decisioning, predictive modeling, and retention-focused technology.

West stated that "we'll see the biggest budget shifts toward tools that actually improve customer insight and profitability, not just shiny tech. AI-driven personalization, smarter attribution, and retention-focused platforms will command more investment. Brands are recognizing that technology which increases LTV and efficiency ultimately pays for itself."

Waldstein outlined the essential infrastructure: "By 2026, must-haves are clear: first-party identity to expand reach, an agentic AI decisioning layer to pick content, channel, and timing, API-first interoperability over replatforming, and revenue-grade analytics that prove incremental lift across email, text, onsite, and ads."

Meta's aggressive automation expansion throughout 2025 demonstrates the industry trend toward consolidated, AI-powered campaign management as the default advertising experience. The company deprecated legacy campaign APIs for Advantage+ structure consolidation in October 2025, with full migration required by Q1 2026.

However, the report suggests consolidation coexists with diversification. Kontonis explained that "we'll see greater diversification across platforms, all powered by the same underlying LLM capabilities, but differentiated through custom interfaces, experiences, and brand 'skins.'" Marriott added that "next-gen ESP platforms offer tremendous consolidation opportunities for brands still on legacy systems, without sacrificing capabilities. The clear trend in 2026 will be a move toward consolidation."

The balance involves maintaining flexibility while reducing complexity. Waldstein noted that "budgets in 2026 will swell where outcomes are proven: first-party identity infrastructure to expand reach, agentic AI decisioning to pick content, channel, and timing autonomously, and analytics that prove incremental lift. CX tools get funding only when they plug into an API-first stack."

Uncertainty remains around platform changes and acquisition channel disruption

The forecast acknowledges significant wildcards that could reshape marketing strategies unpredictably in 2026. Shackelford identified the primary risk: "The wildcard is a major shift in customer acquisition channels, whether that's an AI-native marketplace, a new social commerce format, or a change in data access that rewrites how brands reach buyers. The brands that stay adaptable, build community equity, and diversify acquisition beyond paid will be the ones that win the next curveball."

Jones emphasized the opportunity in uncertainty: "By 2026, the brands pulling ahead won't be the ones shouting louder, they'll be the ones turning anonymous visits into actual outcomes. How? With privacy-first, first-party identity and AI that knows how to read the room. We're talking real-time behavioral signals, permissioned and powerful, that help you reach people you didn't even know were on your radar, and engage them across email, text, onsite, and ads. No replatforming. No noisy guesswork. Just smarter, context-aware experiences that convert."

Joglekar highlighted another dimension of uncertainty: "Actually using AI for true orchestration and decisioning vs. vanity and creative." This distinction between substantive automation and superficial implementation will likely determine which organizations achieve meaningful results versus those merely adopting technology for appearances.

The report concludes that competitive advantage in 2026 comes from reading signals early and acting fast, rather than betting heavily on any single channel or platform. Brands must invest in identity infrastructure, intelligent orchestration capabilities, and community equity that enables rapid pivoting without losing customer relationships.

According to the Wunderkind analysis, "2026 will be the year marketers turn intelligence into intimacy. AI will handle the complexity; humans will deliver the connection. The future won't belong to those who automate the most, it will belong to those who use intelligence to make marketing feel human again."

Timeline

• July 2024: AppsFlyer launches AI-powered marketing data access tools
• December 30, 2024: Perplexity AI founder outlines vision where AI agents replace human attention in advertising
• January 2025: AI advertising models emerge where agents replace human decision-making in campaign management
• January 2025: Meta removes detailed targeting exclusions from advertising platform
• January 26, 2025: First-party data strategies become critical for business growth as third-party cookies decline
• March 2025: Industry adoption of AI-powered marketing automation platforms accelerates
• June 16, 2025: Snowflake and Acxiom announce strategic partnership to transform AI marketing infrastructure
• July 2025: McKinsey publishes Technology Trends Outlook 2025 identifying agentic AI as leading marketing transformation
• July 16, 2025: Industry analysis challenges cookie deprecation timeline focus, arguing real transformation involves privacy-first identity solutions
• July 18, 2025: European Commission publishes AI Act guidelines defining general-purpose AI model requirements
• July 27, 2025: EU announces age verification framework with full implementation mandatory by end of 2026
• August 4, 2025: Microsoft study reveals AI impacts 75% of major occupations in marketing communications
• September 4, 2025: Roqad acquires Zeotap-Data to strengthen European identity leadership
• September 10, 2025: Google introduces text guidelines for AI-powered advertising campaigns
• October 15, 2025: Ad Context Protocol launches for agentic AI advertising automation
• October 2025: Meta deprecates legacy campaign APIs for Advantage+ structure consolidation
• November 2025: Survey shows 72% of marketers plan AI adoption growth
• December 2, 2025: Meta announces Andromeda AI system for advertising optimization
• December 10, 2025: AppsFlyer reports GenAI app advertising reached $824 million with 57% of marketers deploying AI agents
• December 10, 2025: Wunderkind publishes 2026 forecast with predictions from 28 industry executives
• December 12, 2025: Analyst predicts AI platforms will become media giants in 2026
• Q1 2026: Meta requires full migration to unified Advantage+ campaign structure
• End of 2026: EU mandates age verification implementation across all member states
• August 2, 2026: EU AI Act full enforcement powers become applicable

Summary

Who: Marketing technology company Wunderkind compiled predictions from 28 executives including chief revenue officer Richard Jones, growth managers, agency owners, and fractional executives across ecommerce, retail, and B2B sectors.

What: Comprehensive forecast identifying five major trends shaping 2026 marketing operations: agentic AI replacing static automation, privacy-first identity infrastructure becoming competitive advantage, AI shopping agents reshaping product discovery, owned channels transforming into interactive experiences, and marketing technology stacks consolidating around intelligent decisioning platforms.

When: Report published December 10, 2025, analyzing developments throughout 2025 and projecting trends for 2026, coinciding with major platform automation changes scheduled for Q1 2026 and expanding privacy regulations taking effect throughout the year.

Where: Predictions apply globally across digital marketing operations, with particular emphasis on European markets facing comprehensive privacy regulations, North American retail and ecommerce sectors, and mobile marketing ecosystems reaching $109 billion in spending.

Why: Marketing industry reaches inflection point where artificial intelligence capabilities mature beyond experimental applications to production-ready autonomous systems, while third-party cookie deprecation and privacy regulations force fundamental restructuring of customer data strategies, creating opportunity for brands that build adaptable, privacy-compliant infrastructure powered by first-party identity and AI orchestration rather than continuing to rely on platform-controlled audience targeting and manual campaign management.