AI to drive precision-first marketing in 2026, report

AI-driven predictive marketing will reshape how brands connect with consumers in 2026, according to Smartly’s seventh annual Digital Trends Report. The study identifies a major shift toward marketing models powered by intelligence and automation, describing an industry where the funnel evolves into a fluid, adaptive customer journey.

The report highlights three forces accelerating this transformation: the growing role of AI in decision-making, the merging of social, video, and connected TV (CTV) ecosystems, and the rise of precision-first marketing strategies.

AI adoption expands across global marketing teams

Based on data and insights from more than 450 marketers worldwide, Smartly’s research shows that most professionals are already using AI for creative asset development and campaign optimization. Many plan to strengthen their predictive and creative intelligence capabilities in 2026.

As advertising extends across more screens, marketers who integrate AI deeply into their workflows now operate on six or more platforms, reflecting a growing need for cross-channel fluency.

Marketers embrace precision-first strategies

Brianna Gays, SVP, Marketing and Communications, Smartly: “AI is fundamentally rewiring marketing, from creative ideation to performance optimization, and redefining how brands connect with consumers across social, video, and CTV. We’re seeing a new class of precision-first marketers emerge, those who let intelligence guide where, how, and how fast they scale. They’re not just keeping pace with change, they’re shaping it.”

Key findings highlight predictive and creative intelligence

Smartly’s Digital Trends Report 2026 identifies three key developments:

AI is transforming engagement, with 92 percent of marketers reporting it changes how they connect with consumers. One in three already use predictive modeling or AI-driven creative.

Precision-first marketers, who operate across nearly twice as many platforms, are 22 percent more likely to use AI in campaign planning and creative workflows.

Predictive intelligence improves efficiency, as these marketers are 27 percent more likely to keep media waste under 10 percent and 40 percent more likely to test campaigns with AI before launch.

As video consumption continues to grow across social and streaming platforms, Smartly’s report points to an increasing link between creative intelligence and video effectiveness. The findings suggest a continued push toward innovation in advertising technology, cross-platform integration, and CTV solutions.

The full report can be accessed here

www.smartly.io

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