AI is ushering in a new era for marketing, one filled with both immense potential and risk. The foundations CMOs once relied on are eroding fast, from how teams operate to how brands earn trust and drive growth. In 2026, CMOs face a pivotal choice: Bolt AI onto legacy systems and risk irrelevance, or embrace the opportunity to build what comes next for an AI-driven world.
Use these findings to inform your strategic planning and lead with confidence in 2026.
CMOs who simply bolt AI onto legacy systems and processes will fail to drive growth. Those who use AI to reshape the business will lead.
To stay competitive, CMOs must lead the shift toward AI-native business models — where agentic systems, composable technology and hybrid human-agent teams fundamentally redefine the ways in which marketing creates value.
In June 2025, expectations of AI agents were at an inflated peak, while generative AI (GenAI) was failing to deliver on unrealistic, overhyped expectations. This progression is characteristic of technology adoption and points to future challenges around AI agents. Gartner expects GenAI to remain in the Trough of Disillusionment throughout 2026.
