Amid ongoing economic volatility, marketers are adjusting strategies by reallocating budgets toward tactics and technologies promising higher returns on investment. A recent Iridio survey of marketing leaders identifies economic uncertainty as the top challenge, driving a shift toward more strategic, value-driven activities like personalized customer engagement. Iridio’s 2026 Marketing Predictions report highlights an increasing focus on leveraging artificial intelligence (AI) to enhance customer experience. While marketers acknowledge AI and machine learning’s transformative potential, they remain cautious about risks to consumer trust—53% of respondents cite the replacement of human interaction and AI-driven deception as major threats. Despite these concerns, AI continues to be a critical investment area: 55% of marketing leaders rank AI and machine learning among their top three technology investments, and 78% plan to use AI tools for personalization to create tailored, relevant experiences that boost engagement and loyalty. These budget shifts reflect a broader industry trend toward measurable-impact activities, with personalization a key emphasis to improve conversion rates and deepen customer connections by tailoring messages and offers to individual preferences. Iridio’s report stresses the importance of implementing AI-driven personalization thoughtfully and transparently, as misuse or manipulation could harm consumer confidence and long-term brand reputation. Besides personalization, marketers are also exploring other high-value tactics such as data analytics, customer journey mapping, and automation tools designed to optimize resources and enhance decision-making amid economic pressures. The survey illustrates cautious optimism among marketing leaders preparing for future challenges and opportunities.

While AI offers exciting enhancements for customer engagement, maintaining trust and authenticity remains paramount. As economic instability persists, marketing teams are expected to continue refining strategies that balance innovation with risk management, using AI to complement rather than replace human interaction. Experts suggest that marketing’s future success hinges on effectively integrating AI-driven personalization while fostering transparent, trustworthy customer relationships. This approach addresses immediate economic concerns and establishes a foundation for sustainable growth in a competitive market. In summary, Iridio’s 2026 Marketing Predictions report reveals a pivotal moment for marketers facing economic uncertainty by prioritizing high-ROI activities and cautiously adopting AI technologies. Personalization stands out as a strategic priority supported by significant AI investments but is moderated by vigilance toward protecting consumer trust from AI-related risks. The survey’s insights offer valuable guidance for marketing professionals aiming to optimize resource allocation and technology use during uncertain times, ensuring innovation and integrity remain central to their efforts.