How Forward-Thinking Leaders Look Beyond 2026
- Article
- 5 MIN READ
- Jan 7, 2026
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Dennis ClausVP of Strategy, EMEA
Even the most advanced brands were left scrambling to keep up in 2025. It was a year defined by continuous change. Economic turbulence. Shifting customer expectations. Combined with the rapid, often unpredictable acceleration of AI. McKinsey’s 2025 AI research shows that enterprise businesses are racing to embed AI into marketing and operations, but also highlights that most CMOs are still early in scaling it.
As 2026 begins, a different challenge presents itself. Leaders are shifting away from catching up with the latest changes, and refocusing their attention on building lasting competitive advantage. For all C-suite leaders, the priorities for 2026 are brand and AI, but the real challenge is: how do you pursue those in a way that builds lasting advantage, rather than another round of short‑term fixes.
The organisations that pull ahead in 2026 won’t be stuck chasing transient fads. In a world full of change, they recognise the importance of building systems: infrastructures, operating models, and foundations that make value for the long-term.
To help leaders untangle this complex puzzle and move from fragmented initiatives to integrated digital ecosystems, here are three themes that should be on the radar for 2026 and… beyond.
Fandom: Design for Lasting Connection, Not One-Off Moments
Fandom will be thrust into the global spotlight in 2026, thanks to iconic sporting moments such as the World Cup and Winter Olympics, as well as culture-defining entertainment events like tours from Ariana Grande and Bad Bunny. The knock-on effect is that fans’ expectations around how they want to engage with the brands they love will be raised.
The temptation is to use these events as a stage for tech and AI-powered activations in the hope that these will help them stand out from the crowd. But the goal isn’t to simply drive spikes in purchases, and engagement in the moment. It’s time to think further: about how to use these innovations to cultivate relationships that endure long after the final whistle or curtain call.
Making this a reality requires intentionality, and the right infrastructure to support it. Designing fandom-building experiences across touchpoints requires a departure from the traditional operating model, where brand teams launch a campaign and brief loyalty or CRM as an afterthought. Today, every team needs to be in lockstep: brand, performance, loyalty, data, content.
Three Ways to Think Differently About “Fandom” in 2026
Enhance, don’t distract
Turn moments into momentum
Break silos to build systems
AI for Augmentation: Design Experiences that are Better, Not Just Cheaper
Just because an organisation is regularly using AI, doesn’t mean that they’re capitalising on the opportunity at hand. Automation has been prioritised as leaders search desperately for greater efficiency. But as automation becomes more ubiquitous and commoditised, now is the ideal moment to look for differentiation elsewhere.
One way to find direction is to be radically honest about how you are using AI today. And above all: how do we make our experiences better for customer and brand?
Augmentation should be the starting consideration. Instead of replacing the discovery process, AI can make it richer and more immersive. Shoppers can visualise clothes on their own bodies or see how furniture looks in their homes long before they buy. In other words, the technology extends what customers are able to do, rather than doing it for them.
Three Ways to Think Differently About AI in 2026
Be honest about your focus: augment vs automate?
Keep the customer central, and add AI where it augments
Reinvest cost savings in experience gains
Back to Basics: The Faster the Change, the More the Foundations Matter
When technology, culture, and customer expectations are evolving by the minute, it’s natural for leaders to fixate on managing what’s new. But the more change you’re dealing with, the more you have to double down on the things that don’t change. Without strong foundations, AI doesn’t scale, fandom doesn’t last, and innovation doesn’t compound. The faster the environment moves, the more cracks in your foundations turn from minor issues into serious liabilities.
Three Ways to Think Differently About Your Foundations in 2026
Focus on your foundation, not just your future
Balance connection and conversion
Health check your tech stack
Contact Apply Digital today to find out how we can help your business thrive in 2026 and beyond.
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