One of the key roles of a marketer is to recognise future opportunities for their brand, and to identify the skills, tools and tech necessary to make these become a reality.
Marketing Week’s 2026 Future Marketing Leaders, sponsored by Digitas, is designed to spotlight and celebrate tomorrow’s CMOs. Already making a demonstrable impact across the organisations they’ve worked for, their views about where the opportunities for marketers lie are worth sitting up and paying attention to.
While their answers vary, they all provide value, reflecting on different areas that marketers should be tapping into to grow their brands and and the reputation of the discipline.
The upside of AI
Despite there having been a lot of anxiety among marketers over generative AI and its impact on the industry, many of the Future Marketing Leaders are optimistic about the opportunities that AI can bring. Indeed, it was the most commonly-cited opportunity identified by our 2026 cohort.
AI’s impact on the marketing industry has far-reaching implications for almost every aspect of the role. This is something acknowledged by Compare the Market director of performance marketing, Julia Klein, who notes that its “impact spans every part of the discipline”.
AI has plenty of potential to reshape multiple aspects of how marketers do their work, but it has another dimension too, notes Klein.
“To market effectively in an AI-driven world, we need to not only understand what these tools can do for us as professionals but also how consumers themselves are adapting to and adopting AI,” she says.
The solution lies in recognising that our customers are human, not robots, and treating authenticity as our ultimate competitive edge.
Lucy Pack, ITV
While many of the cohort express hope for what AI could bring to the industry, that excitement is not driven from a desire to move away from being human-centric. In fact the opposite is true, with many believing in the possibility of the technology to allow marketers to do more to connect with consumers.
“Marketers who embrace AI as a collaborative partner will free up time for higher value, human-led activities, such as higher-order strategy, critical thinking, truly original and disruptive creative development, and building genuine human connections with their audience,” says Cherry Tian, head of marketing at Workspace.
Meanwhile, ITV head of brand Lucy Pack says AI has the “power” to enable effective marketing at pace, but at the same time she is cautious about ensuring this doesn’t stray into driving sameness between brands.
“This power carries the intrinsic risk of convergence, where every brand, using the same tools, sounds and looks the same,” she says. “The solution lies in recognising that our customers are human, not robots, and treating authenticity as our ultimate competitive edge.”
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Maintaining authenticity in a busy world is also crucial for marketing lead at Virgin StartUp, Tanya Fihosy, who says that “combining insight with authenticity” is what will power marketers.
“That means using data responsibly, creating content that feels human, and showing up where it matters most,” she says.
Harnessing data
Utilising insight and data effectively is a recurring theme in the Future Marketing Leaders’ thoughts about the biggest opportunities for the marketing industry.
Many industries are changing at a faster pace than ever, car manufacturing being just one example, particularly given the growth of the EV market. Marketers have to keep pace with changing industries and needs, but they also have access to more consumer data than ever, notes Renault head of brand Lewis Beale, better allowing them to shape product and pricing to consumer needs.
“When we understand shifts in value, technology expectations, and brand trust, we can position our models and specifications exactly where customers are headed,” he says.
The biggest opportunity is to show that marketing is far more than a support function, it’s a driver of growth.
Olivia Williams, NatWest
Using data and insights to create personalised and meaningful experiences for consumers is the biggest opportunity for marketers, according to EY marketing manager Negin Niroomand.
“Consumers and clients expect more than relevant messaging – they want interactions that feel purposeful, timely and human,” she says.
Data and insight is not only valuable to understand consumers, but to drive understanding of the impact of marketing within a business. One of the most common negative perceptions about the marketing function is that it is “softer” versus something likes sales and finance, and its impact less tangible.
As marketers now have more data than ever, notes Sarah Millbanks, marketing director at Kenvue, there is an opportunity to better illustrate marketing’s impact.
“We often talk about the challenge of demonstrating the value of marketing, with so much data available that should become easier, but we need to have clear goals, consistent measurement and keep upskilling ourselves so we can lead organisations to continue to meet the evolving needs of our consumers,” she says.
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“The biggest opportunity is to show that marketing is far more than a support function, it’s a driver of growth,” says NatWest marketing manager Olivia Williams.
“By combining data with creativity and clearly articulating the value we bring as marketers, we can earn the credibility and influence marketing deserves,” she adds.
Measuring the impact of your work is also essential to make that work better and drive effectiveness, notes Emma Price, director of marketing and communications at Cambrionix.
“Start by embracing the data, get your head in the numbers and be impartial in your reporting; demonstrating an activity that doesn’t work is just as important as sharing something that does,” she advises.
Taking bold steps
As well as harnessing the power of data and technology, our Future Marketing Leaders see bold creativity as one of the biggest opportunities for marketing.
“As marketers, we should be backing big, bold and unconventional creative ideas which drive the industry forward,” says KFC UK and Ireland senior brand manager, Phoebe Syms. “We should be looking to push the boundaries and take calculated risks which make those we work with at the top feel just that tiny bit nervous.”
Growth rarely comes without some aspect of creative risk, albeit it must be balanced with a brand’s key principles like distinctive assets. This is a particularly important opportunity against the modern media landscape, notes Burger King UK head of brand and communications, Suzi Hoy.
Attention is scarce, but trust is the real currency.
Wahid Razali, Lenovo
“In an era where consumers are bombarded with messaging from thousands of brands, the brands that stand out are those that aren’t afraid to be bold, to have an opinion, to be challenging, to show personality, and to communicate their values with confidence,” she says.
As well as being bold in how they communicate, marketers that can cut through in an age of algorithms to win trust with consumers are the ones who will thrive, says Lenovo consumer marketing director, Wahid Razali.
“Obsess about your audience. Still the timeless answer. It’s not just about knowing who they are, it’s understanding why they should care,” he says. “Attention is scarce, but trust is the real currency.”