Why Marketing Leaders Are Rethinking Their Priorities

What are the 4 Shifts Shaping Marketing & Procurement in 2026? Leaders today are operating in a very different environment than they were just a few years ago. Economic uncertainty, increased budget scrutiny, rising expectations around collaboration and the rapid adoption of AI are reshaping how decisions are made across organisations. Today, more than 90% of senior leaders say the business environment is riskier than it was a year ago, creating a need for greater agility, stronger governance and clearer accountability.

Key Trends Influencing Marketing and Procurement Decisions

Drawing on insights gathered from WFA Global Marketers Week, ProcureCon Marketing and POPAI’s Impact Sustainability Summit, this report explores four shifts influencing how organisations plan, invest and engage with customers. These shifts are redefining how businesses balance risk, demonstrate value, build trust and improve collaboration across teams. With 97% of marketing leaders are experiencing heavier budget scrutiny  and 84% of marketing teams reporting collaboration challenges that impact speed and clarity, and why organisations are increasingly focused on delivering measurable outcomes rather than simply increasing activity.

The Growing Importance of AI Trust and Governance

AI continues to dominate boardroom discussions, but the conversation is shifting from experimentation to responsible implementation. As AI adoption accelerates, organisations are placing greater emphasis on governance, transparency and brand safety. The report explores why trust is emerging as a competitive advantage and what businesses need to consider as AI becomes embedded within everyday operations.

As Samantha Royston of Burberry observed at ProcureCon, “AI is becoming less theoretical… we’re getting into the detail of it now.” So, challenge is no longer whether organisations will use AI, but how they can do so responsibly and effectively.

Download 4 Shifts Shaping Marketing & Procurement in 2026

From managing risk and proving ROI to fostering closer collaboration and building trust, today’s leaders face a growing number of interconnected challenges. This report brings together industry data, expert perspectives and practical observations to help organisations understand what’s changing and where the greatest opportunities for growth and competitive advantage lie. Download the full insights below to explore the 4 Shifts Shaping Marketing & Procurement in 2026.

If you would like access to any other insights, take a look at our Innovation Hub here.