Marketingtrends 2026

Based on exclusive insights from 805 marketing decision-makers across 15 countries and regions*, the CMO Barometer 2026 provides a data-driven snapshot of the strategies, expectations, and skill sets defining the future of marketing. The international study, now in its seventh year, is conducted by independent agency networkServiceplan Group in collaboration with the University of St. Gallen (HSG), and for the first time, executive search and leadership consultancy Heidrick & Struggles, and Brussels School of Economics & Management in Belgium.

Key global findings:

• This year’s study confirms a fundamental industry shift: 68% of respondents say AI will be the defining topic of 2026, influencing every aspect of their strategy.
• CMOs are stepping into a new role: Chief Transformation Officers, expected to master both tech and human dynamics.
• Budgets remain uncertain: 32% expect increases, 30% expect cuts, and 38% predict stability.
• Economic optimism is waning, except in the Middle East where more than half of CMOs still expect growth.
• Proactivity and ideas are still top expectations from agencies – despite the AI boom.