While 2025 ushered in quite a few obstacles for marketers, the industry showcased its resilience. Global promoting revenue exceeded initial projections from firms like WPP Media, and the momentum is predicted to proceed in 2026. However, resiliency will likely be vital as marketers this 12 months proceed to navigate lots of the same complexities that defined last 12 months, including trade wars, a tense economic climate and the acceleration of artificial intelligence.
Below, Marketing Dive has gathered stories that explore the key forces shaping the industry, spanning generative AI, the growing role of creators in brand storytelling, emerging channels and more, as marketers firm up their strategies for 2026.
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