I requested six HubSpot colleagues who’re professionals of their respective area what their hopes and goals are for 2026. From “simply make AI and spreadsheets paintings” to monitoring emotional momentum, right here‘s what we’re having a look ahead to subsequent yr.
You’ll be able to additionally take a look at the hard-won classes my colleagues realized from the rollercoaster that was once 2025.
What’s the something you’re making a bet AI will after all have the ability to do for you in 2026 that it can not moderately nail as of late?
Adam Biddlecombe, Lead marketer, AI media strategist
“Truthfully, I’m simply praying for seamless integration with Sheets. I’ve misplaced too many hours this yr going from side to side with ChatGPT, Claude, or Gemini seeking to construct or analyze a spreadsheet, and it nonetheless by no means moderately lands.
“I would like that second the place I will level at a messy sheet and say, ‘Blank this up, repair the formulation, and display me the insights,’ and it simply does it. No bizarre formatting and no hallucinating. If AI can in fact perceive and manipulate Sheets the way in which an analyst would, that’s the improve I’m maximum excited for in 2026.”
Rory Hope, Senior supervisor, EN Enlargement
“I’m hoping that we’ll see extra AI reporting answers from analytics platforms in 2026. If we will get to the purpose the place reporting turns into as simple as coming into activates soliciting for efficiency insights that take into context your goals, objectives, and priorities (in all probability by means of MCP), then entrepreneurs can center of attention extra on problem-solving and creativity.
“There were some launches just lately, comparable to Google Seek Console’s new AI reporting characteristic, which can be enabling entrepreneurs to invite actual questions about efficiency and get correct solutions. Extra of this please!”
What advertising and marketing ability are you secretly hoping turns into out of date in 2026 (since you hate doing it)?
Amanda Kopen, Supervisor, Advertising
“Unending hours of reporting! I like to dig into knowledge and resolve the ‘why’ of call for or buyer habits tendencies. However I don’t love what number of tabs, equipment, and websites I want to collate knowledge in combination.
“AI programs have the prospective to be extraordinarily robust in reporting, however they must be correct. Hallucinated knowledge does no longer make a robust basis for technique. I sit up for AI equipment that acquire knowledge into one position, counsel insights according to what I care about, and make allowance me to truth take a look at.”
What rising client habits has you maximum excited (or terrified) about advertising and marketing in 2026?
Amy Marino, Senior director, emblem and social
“I am paying shut consideration to how the foremost social platforms are rolling out AI content material limiters. TikTok rolled out a slider to scale back AI content material in feeds. Pinterest allows you to filter artificial imagery. YouTube is deprioritizing low-effort AI movies.
“It is a right away reaction to client lawsuits that AI slop is flooding their feeds. And it manner a large number of entrepreneurs are going to need to pivot their methods… once more.
“The entrepreneurs that may use AI to enlarge human creativity and style will win; but it surely additionally manner in the event that they haven‘t found out how to try this but, then they’ll want to be informed speedy.”
What is your boldest prediction for the way people and AI will collaborate in advertising and marketing groups by means of the tip of 2026?
Jonathon McKenzie, Head of name paid media
“Through the tip of 2026 the phrase may well be ‘medai’ as a result of media and AI are transferring speedy. Inventive is evolving from dynamic and programmatic to an actual advertising and marketing craft. However I’m wondering how steadily ‘that is actual’ will develop into a pattern or disclaimer? Fortunately, the most productive groups will co-create with AI, no longer outsource to it.”
What advertising and marketing metric that does not exist as of late do you want that you must monitor in 2026?
Nuriel Canlas, Senior marketer, HubSpot Media
“I’d love a metric that tracks a emblem’s ‘emotional momentum.’ One thing that tells you if persons are feeling extra attached on your emblem or drifting away. It could make it method clearer in case your emblem is development actual power.”
