9 marketing predictions for 2026 as AI fuels polarity

The sense of a stable middle ground is eroding across an industry at a point of contraction, with many displaying mixed feelings about marketing’s future.

By Peter Adams , Chris Kelly , Jessica Hammers , Sara Karlovitch • Jan. 13, 2026

Skittles will perform Super Bowl ad live at one consumer’s front door

The Mars candy brand will hypertarget its big game spot to promote a partnership with delivery platform Gopuff.

By Chris Kelly • Jan. 13, 2026

Explore the Trendline➔

Top 5 stories from Marketing Dive

From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.

By Marketing Dive staff

How rising retail brands use influencers to combat digital overload

At NRF’s Big Show, execs from Mejuri, Coterie and Beyond Yoga emphasized the power of community in amplifying brand messages and viral moments.

By Peter Adams • Jan. 12, 2026

Why Recess is rethinking Dry January as drinking trends toward moderation

The functional beverage brand is championing balance — not abstinence — in a campaign that spans print, out-of-home, influencers and other channels.

By Chris Kelly • Jan. 11, 2026

Puma names new senior global brand marketer following reorganization

The appointment of Nadia Kokni follows the struggling sportswear icon uniting several key marketing and product functions under a chief brand officer.

By Peter Adams • Jan. 9, 2026

Avocados From Mexico taps into sports betting hype with AI Prediction Pit

The experience includes an AI avatar modeled after comedian Rob Riggle, who takes on the role of Guac Guru to offer live football commentary.

By Jessica Hammers • Jan. 8, 2026

Why Lego turned the Sphere into the Death Star to showcase innovation

Crafted in partnership with Disney and Lucasfilm, the interactive activation at CES promoted the launch of Lego’s new Smart Play sets.

By Chris Kelly • Jan. 8, 2026

Dunkin’ pumps up push into protein with fitness-themed ads

In spots made with Artists Equity, Megan Thee Stallion takes on the role of Pro-Tina, a peppy instructor in the Richard Simmons mold.

By Peter Adams • Jan. 8, 2026

Miller Lite centers IRL social interaction with new creative platform

“Legendary Moments Start with a Lite” was developed in partnership with Leo Chicago and stars Christopher Walken.

By Sara Karlovitch • Jan. 8, 2026

Pizza Hut and Tom Brady pressure quarterbacks to embrace new field call

A campaign spanning social, digital and TV will reward any city with free pizza if they can get their quarterback to say “pizza” before “hut” during a game.

By Jessica Hammers • Jan. 7, 2026

Mondelēz lifts sales as Albertsons tackles in-store retail media measurement

A new framework looks to show true incremental impact, rather than attributing sales that would have happened regardless of ad exposure.

By Chris Kelly • Jan. 6, 2026

Almond Breeze jabs at AI-generated slop with the Jonas Brothers

New videos show the trio pitched shoddy AI content, like an ad of them floating in space, before settling on a more traditional endorsement.

By Peter Adams • Jan. 6, 2026

Lowe’s pops up at movie theaters with Cinemark popcorn promotion

The two-day Bring Your Own Bucket event sees the retailer continuing to promote its branded containers.

By Aaron Baar • Jan. 6, 2026

Jim Beam consoles tense football fans as sports focus intensifies

The bourbon brand enlisted “Saturday Night Live” star Kenan Thompson for a playful spot that builds on efforts to expand its consumer base. 

By Aaron Baar • Jan. 5, 2026

Why IHOP flipped a fantasy football punishment into bottomless pancakes

President Lawrence Kim explains why the breakfast chain tapped into fantasy football culture as part of its latest value-focused play.

By Chris Kelly • Jan. 5, 2026

Starbucks links with MrBeast to fuel Prime Video competition series

The coffee chain will appear in season two of “Beast Games” and offer a limited-edition drink in a bid to the popular creator’s younger fan base.

By Jessica Hammers • Dec. 29, 2025

Lexus takes generative AI for a spin in new holiday marketing content

Developed with AKQA, “Built for Every Kind of Wonder” depicts surreal scenes like a floating ski slope as more brands test the limits of the technology.

By Peter Adams • Dec. 23, 2025

Inside Rocket’s new NFL campaign as in-house creative team embraces AI

“Room to Dream” continues the fintech brand’s focus on the idea of home ownership as the American dream, a platform that debuted at the Super Bowl.

By Chris Kelly • Dec. 22, 2025

How generative AI upends the brand crisis playbook

A recent Campbell’s controversy demonstrates how brands must respond to negative narratives in the age of AI, writes Terakeet’s Shannon Reedy.

By Shannon Reedy • Dec. 22, 2025

Unilever’s top marketer to depart amid structural shakeup at CPG giant

Esi Eggleson Bracey will leave at the end of January as Leandro Barreto, current CMO of beauty and wellbeing, sees his remit expanded.

By Peter Adams • Dec. 18, 2025

Athletic Brewing links with OpenTable in latest bid to sober-curious

The Dry January tie-up includes a map on the restaurant reservation platform spotlighting locations that serve the nonalcoholic brewer’s products.

By Jessica Hammers • Dec. 18, 2025

Combating the consumer ‘joy deficit’ this season

Prices are high, shoppers are stressed out and anxiety-inducing marketing doesn’t help. Here’s what retailers can do instead.

By Cara Salpini • Dec. 17, 2025

WeightWatchers revamps brand identity to better tap into GLP-1 craze

Mrs&Mr, appointed WeightWatchers’ global brand agency of record in September, led the identity refresh, which includes a new logo and typeface.

By Peter Adams • Dec. 17, 2025

Hi-Chew’s lifestyle marketing strategy helps it savor US growth

The Japanese candy brand, which is celebrating 50 years in business, entered the U.S. market in 2008 and found success with coveted Gen Zers.

By Aaron Baar • Dec. 16, 2025

How Zola found its own Taylor and Travis for ‘Wedding of the Year’ push

CMO Briana Severson explains how the wedding platform’s new campaign reorients the cultural attention on megastars Taylor Swift and Travis Kelce.

By Chris Kelly • Dec. 15, 2025