A new survey from Iridio reveals that marketing leaders are heading into the coming year with heightened concerns about economic instability, prompting them to rethink how they allocate their budgets and where they direct their strategic focus. According to findings from Iridio’s 2026 Marketing Predictions report, economic volatility has emerged as the most pressing issue for marketers, influencing decisions around spending, planning and the adoption of new technology. This changing environment has intensified the push toward AI driven tools, especially those designed to enhance personalization and deliver measurable improvements in customer experience.
Andy Johnson, Senior Vice President and Head of Iridio, said the industry is preparing for another challenging year while under pressure to generate more value from fewer resources. “Marketers are heading into next year with a clear mandate to maximize impressions while facing constrained budgets, and they are turning to technology to drive a high degree of personalization, efficiency and impact,” he explained. He added that Iridio’s research shows that brands positioned at the “intersection of AI, automation and data” will be best prepared to navigate shifting conditions. Johnson emphasized that the long term opportunity lies in integrating these tools responsibly while maintaining authenticity in consumer engagement.
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The report shows that economic instability is cited as the leading driver of uncertainty, surpassing concerns about rapid advances in artificial intelligence. Marketers expect consumer attitudes to reflect broader financial pressures, including increased price sensitivity and signs of economic stress. These trends have pushed AI and machine learning to the top of investment priorities, with leaders viewing them as essential for meeting demand efficiently. The survey highlights that the most common uses of AI remain core areas such as personalization, customer experience enhancements, data analysis and predictive modeling.
Despite this enthusiasm, marketers also recognize a growing tension between the need for automation and the risk it poses to consumer trust. Many respondents identified the replacement of human interaction with AI and the possibility of AI driven deception as significant threats. They plan to assess the effectiveness of personalization by looking at loyalty, retention and trust based metrics, suggesting that brands are aware of the need to balance efficiency with transparency.
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The research also signals a shift in how budgets will be allocated across marketing channels. Spending is expected to rise across digital platforms that offer high reach and measurable results, with online video, websites and paid social media leading the list. Influencer marketing and retail media networks are also projected to see significant gains. Traditional formats such as broadcast, direct mail, print media and certain types of outdoor advertising are anticipated to face stagnation or decline as marketers prioritize digital environments that better support personalization and data driven optimization.
Iridio’s findings portray an industry navigating financial uncertainty while rapidly transforming through AI adoption. As marketers balance opportunity with risk, the year ahead is likely to be defined by how effectively brands integrate AI without compromising the trust that underpins long term customer relationships.
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