<\/p>\n
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.<\/p>\n<\/div>\n
Brands are moving to deepen direct customer relationships in 2026, with a pronounced reinvestment in email marketing alongside near\u2011universal adoption of artificial intelligence across marketing operations. According to the original report, a late\u20112025 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]<\/a><\/sup><\/p>\n 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\u2011media mix rather than a single dominant tactic. [1]<\/a><\/sup><\/p>\n AI has moved from experiment to infrastructure for most respondents: three quarters described its effect as \u201csomewhat significant\u201d and a further 21% as \u201cvery significant\u201d, with reported benefits ranging from better targeting and personalisation to faster time\u2011to\u2011market 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]<\/a><\/sup>[3]<\/a><\/sup><\/p>\n The report\u2019s 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\u2019s fragmentation and measurement challenges. [1]<\/a><\/sup>[2]<\/a><\/sup><\/p>\n Connected television and video also attracted momentum: more than half of respondents increased CTV investment through 2025, motivated by streaming reach and cross\u2011channel integration, alongside measurable ROI and targeting benefits. At the same time, podcast advertising reveals a notable opportunity gap , only 22% currently use third\u2011party podcasts yet 78% view them as significant for 2026 , signalling marketers expect audio to scale as measurement and creative formats mature. [1]<\/a><\/sup><\/p>\n 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]<\/a><\/sup>[5]<\/a><\/sup><\/p>\n 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]<\/a><\/sup><\/p>\n Account\u2011based marketing and community\u2011led approaches emerged as strategic priorities, with respondents planning meaningful ABM increases and shifting from demographic segmentation toward community and values\u2011based targeting. Several participants emphasised authenticity, transparency and data privacy as central to 2026 brand strategies; one respondent said the future will revolve around \u201cdata privacy and trust\u2011based marketing\u201d. [1]<\/a><\/sup><\/p>\n Taken together, the findings point to an industry preparing for an AI\u2011augmented, multi\u2011channel future in which owned assets, measurement improvements and ethical data practices are central to sustaining long\u2011term customer value. Expert commentary recommends pairing AI investments with standardisation and governance , particularly within retail media , to unlock scale and reliable performance gains. [1]<\/a><\/sup>[2]<\/a><\/sup>[4]<\/a><\/sup><\/p>\n ##Reference Map:<\/p>\n\ud83d\udccc Reference Map:<\/h3>\n
\n