In 2026, brands are deepening direct customer relationships with a renewed focus on email marketing and AI integration, reshaping the future of marketing strategies amid industry shifts and rising media costs.
Brands are moving to deepen direct customer relationships in 2026, with a pronounced reinvestment in email marketing alongside near‑universal adoption of artificial intelligence across marketing operations. According to the original report, a late‑2025 survey of 100 senior marketing leaders found 65% plan to reinvest in email as an owned channel while 97% said AI had impacted their marketing performance. [1]
Marketers cited platform consolidation and rising paid media costs as drivers of the shift to owned channels, seeking greater control over customer data and engagement. The research shows email sits alongside SMS, loyalty programmes and organic social as part of a diversified owned‑media mix rather than a single dominant tactic. [1]
AI has moved from experiment to infrastructure for most respondents: three quarters described its effect as “somewhat significant” and a further 21% as “very significant”, with reported benefits ranging from better targeting and personalisation to faster time‑to‑market and improved security. These implementation patterns mirror sector analyses showing retail organisations in particular are integrating AI more deeply and more frequently than many peers. [1][3]
The report’s channel performance findings underline that multiple owned and paid channels are delivering value. Organic social, loyalty programmes and SMS all ranked highly, while search, display and programmatic tied as top paid performers. Retail media networks showed strong traction, with 70% current adoption among respondents and projections positioning the channel to capture a growing share of ad spend. Industry commentary highlights that AI can help address retail media’s fragmentation and measurement challenges. [1][2]
Connected television and video also attracted momentum: more than half of respondents increased CTV investment through 2025, motivated by streaming reach and cross‑channel integration, alongside measurable ROI and targeting benefits. At the same time, podcast advertising reveals a notable opportunity gap , only 22% currently use third‑party podcasts yet 78% view them as significant for 2026 , signalling marketers expect audio to scale as measurement and creative formats mature. [1]
Practically, organisations report deploying AI across core functions: chatbots and automation lead adoption, followed by dynamic creative, campaign optimisation and audience segmentation. However, broader industry research cautions that while adoption rates are high, advanced implementations remain limited and many teams lack full confidence in applying AI effectively, underscoring a need for skills, governance and measurement frameworks. [1][5]
Budget signals show complexity rather than a binary shift: many firms intend to grow investment in owned media (email, CRM, content and communities) while simultaneously increasing spend in search, paid social, programmatic and CTV. The combined strategy suggests marketers are building integrated systems that prioritise direct relationships but retain paid channels for scale and acquisition. [1]
Account‑based marketing and community‑led approaches emerged as strategic priorities, with respondents planning meaningful ABM increases and shifting from demographic segmentation toward community and values‑based targeting. Several participants emphasised authenticity, transparency and data privacy as central to 2026 brand strategies; one respondent said the future will revolve around “data privacy and trust‑based marketing”. [1]
Taken together, the findings point to an industry preparing for an AI‑augmented, multi‑channel future in which owned assets, measurement improvements and ethical data practices are central to sustaining long‑term customer value. Expert commentary recommends pairing AI investments with standardisation and governance , particularly within retail media , to unlock scale and reliable performance gains. [1][2][4]
📌 Reference Map:
##Reference Map:
- [1] (PPC Land) – Paragraph 1, Paragraph 2, Paragraph 3, Paragraph 4, Paragraph 5, Paragraph 6, Paragraph 7, Paragraph 8, Paragraph 9
- [2] (Forbes) – Paragraph 4, Paragraph 9
- [3] (AdExchanger) – Paragraph 3
- [4] (AdRoll research paper) – Paragraph 9
- [5] (MediaPost) – Paragraph 6
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative is recent, published on December 7, 2025, with no evidence of prior publication or recycled content. The report is based on a late-2025 survey, indicating high freshness.
Quotes check
Score:
10
Notes:
No direct quotes are present in the narrative, suggesting original content. The data and findings are presented without attributed statements, indicating exclusivity.
Source reliability
Score:
6
Notes:
The narrative originates from PPC Land, a niche publication. While it provides detailed insights, the lack of broader coverage raises questions about the report’s verification and acceptance within the industry.
Plausability check
Score:
8
Notes:
The claims align with current industry trends, such as increased AI adoption in marketing and the resurgence of email marketing. However, the absence of corroborating reports from more established sources makes the findings less verifiable.
Overall assessment
Verdict (FAIL, OPEN, PASS): OPEN
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The narrative presents recent and original content, with plausible claims that align with industry trends. However, the reliance on a single, niche source without broader verification raises concerns about the report’s credibility and acceptance within the industry. Further corroboration from more established sources is needed to fully validate the findings.
