The State of Marketing in 2026: AI, Data, and the New Creative Frontier

By Sherry Merideth, The Spotlight Around Town Podcast

Marketing in 2026 won't just evolve — it will transform at lightning speed.
AI has become the backbone of campaign creation, data privacy is now a key trust-builder, and the way customers discover brands is shifting faster than most businesses can keep up.

Whether you’re a small-town boutique, a tourism board, or a national player, these shifts matter. Here’s what’s shaping the marketing landscape right now — and what you can do to stay ahead.

1. AI is the New Marketing Operating System

In 2026, AI isn’t just a tool you use occasionally — it’s embedded in every step of the marketing process.

From brainstorming ideas to writing ad copy, creating videos, placing ads, and analyzing results, AI is now a constant collaborator.

According to the IAB, 40% of all video ads this year will be AI-generated. That means local businesses can now produce professional-level creative in a single afternoon, without the big-budget agency fees.

What to do now:

• Experiment with AI tools for social media, video, and email marketing.

• Use AI for speed, but let your brand story and human touch set you apart.

2. The Great Creative Disruption

Big tech companies like Meta, Google, and Netflix are rolling out AI-powered ad creation platforms. What used to take agencies days or weeks can now be generated instantly.

This democratization of creative tools is a huge win for small businesses — but it also means the marketplace is more crowded than ever.

What to do now:

• Focus on authenticity and local connection — things AI can’t fake.

• Develop a clear brand voice so your content stands out in a sea of sameness.

3. The First-Party Data Gold Rush

With third-party cookies disappearing, first-party data is more valuable than ever. This includes your email list, customer surveys, loyalty programs, and online communities.

Brands that own their audience relationships will thrive. Those relying only on social media algorithms risk losing access to their own customers.

What to do now:

• Build and nurture your email list.

• Offer exclusive content or perks in exchange for sign-ups.

4. The Rise of Post-Search Discovery

Traditional Google search traffic is down by about 25%. Customers are finding products and services through TikTok, Instagram, influencers, AI assistants, and even voice search.

What to do now:

• Be visible where your audience hangs out — whether that’s TikTok, Pinterest, or community events.

• Create content that’s optimized for social discovery and conversational search.

5. Where the Money is Flowing

Global ad spending is up 6% this year, with digital making up more than 70% of the total. User-generated content is outperforming highly polished brand campaigns, and influencer partnerships are becoming long-term collaborations rather than one-off posts.

Streaming ads and AI-personalized video are also on the rise — allowing different viewers to see completely customized versions of the same ad.

What to do now:

• Partner with local creators who already have trust with your target audience.

• Explore affordable streaming and video ad options that match your niche.

Final Thoughts

The marketing world of 2026 is fast, personalized, and built on trust. AI will keep speeding things up, but your human connection will always be the deciding factor.

If you want to dive deeper into these trends — and hear real-world examples of how small businesses are adapting — tune into the full episode of The Spotlight Around Town Podcast.