Marketing in 2026: Data, AI & Understanding Your Audience
Only 25% of marketers believe they possess a “very decent” understanding of their target audiences, according to a new report released by Brandwatch, a Cision company. The findings, based on a survey of over 1,000 marketing professionals and an analysis of 750,000 online conversations, reveal a significant gap between the volume of data available to marketers and their ability to derive actionable insights.
The report, titled “The Marketer of 2026,” identifies anticipating consumer behavior (cited by 60% of respondents) as a primary challenge, followed by understanding evolving behaviors (48%) and translating data into actionable insights (46%). Pinpointing the “why” behind consumer decisions remains a major obstacle for marketers.
“The real competitive advantage won’t approach from collecting more data, but from the ability to interpret it,” said Amy Jones, Cision’s marketing director. The findings underscore a growing recognition that data accumulation alone is insufficient for effective marketing strategies.
Artificial intelligence (AI) is widely viewed as a crucial tool, with 84% of respondents considering proficiency in AI and automation essential skills, and 81% integrating it into their technology stack. Though, the report cautions that AI is not a panacea. While AI can accelerate execution and automate tasks, it cannot replace human judgment or creativity.
“AI won’t replace marketers, it will expose those who lack strategy,” Jones stated. This suggests a shift in focus towards strategic thinking and analytical skills, rather than solely relying on automated processes.
The study similarly highlights the increasing fragmentation of customer journeys. With consumers interacting with brands across social media, search engines, and AI-powered tools, marketers face the challenge of consolidating data from disparate channels to gain a cohesive understanding of customer behavior. This necessitates platforms capable of centralizing signals from various sources.
The role of the marketer is undergoing a transformation, with traditional activities like advertising and email marketing taking a backseat to data analysis and AI tool management. The value of a marketer now lies in their ability to connect data, insights, and business performance, rather than simply executing campaigns.
Brandwatch recommends developing audience understanding from entry-level positions, strengthening expertise in mid-funnel channels, and investing in tools and skills that translate data into strategic decisions. The report suggests that successful teams will be those capable of connecting fragmented signals and extracting actionable learnings.
The research was conducted between January 1, 2025, and January 31, 2026, utilizing Brandwatch Consumer Research to analyze the 750,000 online conversations. Cision acquired Brandwatch in 2025, according to reports from Marketing-Interactive.