The traditional rules of marketing are changing due to tectonic shifts in consumer behaviour, technology, and societal expectations. Experts at SAS share their predictions on how brands can adapt and thrive in 2026.
A seismic shift in marketing
Were in the midst of a seismic shift in marketing - not in what we market, but in how we market. Artificial intelligence AI is accelerating this shift by transforming how customers search and evaluate brands and products, and it is reshaping the way we must approach our jobs. Once we talked about delivering the right message, in the right channel, at the right time, but in 2026 we need to be 'on message' everywhere, all the time. Consistency and presence across every touchpoint is the new baseline. This requires a shift in both mindset and skill set. Marketers must move from campaigners to community builders, from tacticians to technologists. AI will be central - not just in how buyers make decisions, but in how we empower our teams to stay ahead. Early adopters of AI-driven marketing strategies will define the playbook for everyone else, ? Jennifer Chase, Executive Vice President Chief Marketing Officer, SAS .
