Drawing on in-depth insights from Manning & Co.’s first Marketing Community roundtable with business leaders, this insights paper explores the challenges, opportunities, and industry shifts shaping marketing in 2026 and beyond.
The paper examines the impacts of AI disruption on the marketing industry; changing measures of success and the fundamental importance of human creativity, storytelling, and empathetic leadership to carve out a competitive edge.
Where are the opportunities for businesses willing to adapt?
As AI reshapes marketing, the shift is towards quality over quantity, with human-centricity at the heart of successful marketing. The opportunity is to use AI to enhance productivity while continuing to prioritise creativity, connection, trust and the right people.
Investing in the right talent, capabilities, and leadership for lasting AI transformation.
The final section looks beyond the immediate disruption and impacts to consider what the future of marketing looks like for marketers and businesses alike.
From establishing AI usage guidelines to balancing human design thinking with AI-assisted workflows, the paper sets out practical considerations for leaders navigating the next phase of marketing, with tips on striking a balance between technology and people.
AI can increase speed, productivity, and efficiency in the workplace. But technology alone doesn’t create genuine trust, influence, or meaningful connections for today’s brands.
With brand discoverability increasingly moving across AI platforms like ChatGPT and Gemini, brands need to think differently about visibility, reputation, creativity, and the role of people in their marketing strategy.
Download the Marketing Community Insights Paper to explore the five key takeaways, three challenges, and three opportunities identified by our marketing community and discover what these insights could mean for your business.
