"In December 2024, our survey with Harris Poll asked B2B marketers to share their top areas for investment in 2025. Artificial intelligence tools were at the top of the list. It also wasn't surprising to see the AI architects named Time magazine's Person of the Year as the ripple effects of the technology continue across every sector. And in 2026, we will see B2B decision makers do something new: return to basics and embrace AI to reimagine what's possible."
"There's a collective realization happening. In an environment of AI-enabled disruption, the brands with the strongest emotional equity and deepest buyer trust will win. By doubling down on loyalty, automation, and reputation, organizations can differentiate and ensure that every marketing dollar contributes to sustainable, long-term growth. Loyalty isn't a metric anymore; it's a moat. But this return to what works doesn't necessarily mean a return to traditional tactics."
A December 2024 Harris Poll found B2B marketers ranked artificial intelligence tools as top investment priorities for 2025. In 2026, decision makers plan to return to marketing fundamentals while adopting AI to expand possibilities. Investment emphasis will shift toward customer experience and brand building rather than chasing new platforms or ad tech novelties. Brands with strong emotional equity and deep buyer trust will gain advantage by prioritizing loyalty, automation, and reputation to drive sustainable growth. More than half of marketing leaders (55%) expect AI to reshape the development and execution of marketing strategies, moving strategy away from quarterly cycles toward more continuous, AI-integrated execution.
Read at Fast Company
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