While 2025 ushered in numerous obstacles for marketers, the industry showcased its resilience. Global advertising revenue exceeded initial projections from firms like WPP Media, and the momentum is expected to continue in 2026. However, resiliency will be important as marketers this year continue to navigate many of the same complexities that defined last year, including trade wars, a tense economic climate and the acceleration of artificial intelligence. 

Below, Marketing Dive has gathered stories that explore the key forces shaping the industry, spanning generative AI, the growing role of creators in brand storytelling, emerging channels and more, as marketers firm up their strategies for 2026.