CMO Barometer 2026
CMO BAROMETER
Marketing Trends 2026
For the fifth consecutive year, the CMO Barometer - an international survey carried out among 805 marketing decision-makers (CMOs) spread across 15 countries and regions*- has just closed and its results have been revealed in Luxembourg. The CMO Barometer 2026 provides a data-driven snapshot of the strategies, expectations, and skill sets defining the future of marketing. This online survey invites all MarkCom decision-makers to share their opinion on current industry trends and those that will accelerate in the coming months. Following the success of previous editions, the survey is now considered as “THE” barometer describing the challenges faced by marketing.
The results in short
AI WILL TRIGGER A SYSTEMATIC SHIFT IN MARKETING
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This year’s study confirms a fundamental industry shift: 68% of respondents say AI will be the defining topic of 2026, influencing every aspect of their strategy.
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CMOs are stepping into a new role: Chief Transformation Officers, expected to master both tech and human dynamics.
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Budgets remain uncertain: 32% expect increases, 30% expect cuts, and 38% predict stability.
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Economic optimism is waning, except in the Middle East where more than half of CMOs still expect growth.
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Proactivity and ideas are still top expectations from agencies – despite the AI boom.
Get in touch
Judy Winne Chief Operating Officer