2026 State of Marketing Report (original) (raw)

Annual Report

Get the insights shaping marketing’s next frontier — where technology and humanity converge. The 2026 State of Marketing Report uncovers how marketers are scaling with AI without losing their humanity, building brand trust in crowded markets, and driving growth with sharper points of view.

The Future of Growth Starts Here

From AI-powered workflows that unlock efficiency to strategies rooted in authenticity that build trust, this year’s data and expert analysis show what’s working in a world where technology accelerates opportunity — and complexity.

• AI is the Baseline, Not the Differentiator How leading teams are moving from experimentation to real impact.
• Brand POV Is the New Growth Engine Why clarity, credibility, and conviction matter more than volume.
• Human-Led Marketing Wins Trust (and Revenue) Where creativity, empathy, and expertise still outperform automation.

AI

AI is the Baseline, Not the Differentiator

AI is now table stakes. In 2026, the gap isn’t who is using AI — it’s how well they’re using it. This report shows how top marketers are operationalizing AI to improve speed, insight, and personalization, while avoiding the pitfalls of low-quality, over-automated output.

• Marketing's Once-in-a-Generation Shift

61% of marketers believe that marketing is experiencing its biggest disruption in 20 years due to AI.

• AI is a core part of marketing workflows

80% of marketers use AI for content creation, and 75% use it for media production.

Brand

Brand POV Is the New Growth Engine

As AI floods the market with content, brands without a clear point of view are getting lost. In 2026, growth is increasingly driven by distinctiveness, trust, and relevance. Learn how marketers are sharpening their brand POV and building long-term equity — not just short-term clicks.

Branding investments that deliver the highest ROI

Trust

Human-Led Marketing Wins Trust (and Revenue)

Automation can scale execution — but human insight builds connection. This year’s data shows that audiences reward brands that feel authentic, helpful, and human. Discover how teams are balancing AI efficiency with human creativity to create marketing that actually resonates.

Today, more content is generated by AI than by humans. But it's mostly average. Consumers seek human-created content, and will tune out brand and AI-generated content. Content will move to gated spaces that AI hasn't overrun, like newsletters, podcasts, and YouTube. Learning to craft content is a timeless skill. Don't follow the masses and outsource that to AI.

Kieran Flanagan

SVP of Marketing, AI, & GTM

HubSpot

Unlock HubSpot’s Marketing Playbook for 2026

The 2026 State of Marketing isn’t just a trends report — it’s a look inside how modern marketing teams are operating right now. You’ll get practical insights, real-world examples, and proven frameworks inspired by how HubSpot marketers are navigating AI adoption, brand building, and sustainable growth. Learn what to double down on, what to automate, and where human creativity makes the biggest difference.