MarTech/AdTech Playbook for 2026

What CMOs Need to Prepare for Now to Win in 2026

The forces reshaping marketing in 2026 go far beyond new tools or channels. In this conversation, industry leaders unpack the structural shifts CMOs can’t afford to ignore: generational change, massive wealth transfer, evolving privacy expectations, and fundamentally different consumer behavior.

As mass marketing continues to lose relevance, brands are being pushed toward personalization that is both meaningful and responsible. That shift brings identity, consent, and trust to the center of modern marketing. AI may power the next era of personalization, but it is only as effective as the data behind it. Poor data quality doesn’t just reduce performance. It introduces real risk.

The discussion explores why first-party data has become essential as third-party data loses reliability, and why even first-party data requires continuous maintenance as identities change and decay over time. Identity accuracy is no longer a technical detail. It is a strategic requirement.

The speakers also address a growing challenge for brands operating in a fragmented and skeptical environment: legitimacy. Authenticity, transparency, and ethical data practices are becoming competitive differentiators. AI can scale insights, but it cannot replace human judgment, empathy, or trust. The balance between relevance and overreach has never been more important.

Key takeaways include:

• Why privacy and security are now table stakes, not differentiators
• How CMOs should approach AI strategy with identity and data quality as the foundation
• The importance of deeper collaboration between marketing, technology, and data leadership
• The skills marketing teams will need most to adapt and lead through change

Watch the full webinar to understand how today’s data and identity decisions will shape marketing performance, trust, and resilience in 2026 and beyond.