[Infographic] Marketing 2026: What marketers really need to scale smarter

Marketing is evolving faster than ever, but teams and budgets aren’t keeping pace. In 2026, marketers face a new reality: do more with less, move faster with smarter tools, and build sustainable strategies that balance creativity and capacity.

To understand what’s working (and what’s not), Emplifi surveyed more than 560 marketers across industries. The findings reveal a clear story: AI is improving productivity, influencer marketing is maturing, UGC remains underleveraged, and burnout is an industry-wide concern.

AI shifts from hype to everyday impact

AI has shifted from novelty to necessity. 82% of marketers say AI tools have improved productivity, but most describe the gains as moderate (47%) rather than significant (35%). It’s proof that AI is embedded in daily workflows, yet still short of its full potential.

When asked where they plan to invest next, marketers point to predictive analytics and insights (30%), automated content creation (28%), and AI-driven ad targeting (26%). Those priorities show a clear trend: AI success now depends less on testing and more on training, integration, and measurement.

Actionable insight: Build on early AI wins by embedding automation directly into planning, creation, and reporting. Focus on upskilling teams and using AI as a co-pilot that enhances creativity and decision-making — not just speed.

Influencer marketing becomes full-funnel

Influencer marketing is no longer just about reach, it’s about results. 67% of marketers plan to increase influencer budgets in 2026, and 65% of consumers say relatable creator content drives their purchase decisions.

The biggest investments are going to micro (47%) and macro (47%) creators, with just 25% of marketers prioritizing mega influencers. Meanwhile, 58% plan to test or expand partnerships with virtual influencers, signaling a new era of experimentation and efficiency.

Actionable insight: Treat influencer marketing as a long-term discipline. Pair macro “heroes” for reach with micro “halos” for authenticity and consistency. Use unified tools to manage creator discovery, performance tracking, and ROI, so influencer strategy drives measurable growth, not just engagement.

UGC: The untapped growth engine

If marketers believe in the power of UGC, few are acting on it. 82% call user-generated content “critical,” yet only 31% say they’re actively scaling it. The rest are either dabbling occasionally (44%) or not using it at all.

The most common formats are social mentions and tags (65%), reviews and testimonials (64%), and customer photos and videos (56%), but many struggle to collect enough high-quality content (31%) or measure ROI (24%).

Actionable insight: UGC is an affordable content engine hiding in plain sight. Automate rights management, centralize discovery, and tie content directly to conversions. Scaling authentic customer stories builds credibility while cutting production costs.

Leadership can make or break innovation

Marketers overwhelmingly feel supported by leadership, but that support doesn’t always come with resources. 84% say leadership encourages innovation, yet only 65% receive consistent budgets or tools to test new technologies.

Half (50%) want closer collaboration across marketing, commerce, and care, but only 37% say those teams currently work “very closely.” The result: momentum without enablement.

Actionable insight: Pair encouragement with empowerment. Connect data and teams through shared dashboards and workflows that turn collaboration into execution — not just conversation.

From burnout to balance: Rethinking team workflows

Behind every trend is a human team trying to keep up. 57% of social teams have fewer than six people, and 76% experience burnout at least occasionally. The top needs: more headcount (45%), better collaboration (41%), and streamlined tools (36%).

It’s clear that small teams are carrying massive workloads, and without automation and alignment, creativity can’t thrive.

Actionable insight: Reduce burnout with smarter workflows. Use AI-driven automation for content routing, social listening, and analytics to free up bandwidth for storytelling and strategy. Sustainable results start with sustainable teams.

Final takeaway

The future of marketing isn’t just about scaling faster — it’s about scaling smarter.Marketers are embracing AI, creators, and automation to move at the speed of social, but lasting success depends on balance: between data and creativity, efficiency and empathy, automation and authenticity.

Teams that integrate AI into their workflows, empower collaboration across functions, and protect their people from burnout will do more than keep up, they’ll lead with purpose. The result isn’t just higher output, but stronger impact.

Ready to turn insight into impact?
We can help you unify your social, commerce, and care strategies with AI-driven tools that boost productivity, creativity, and connection across every channel. Get your free social media assessment today.