What Marketers Are Looking For in 2026

By Toni McQuilken

We sat down with Andy Johnson, head of Iridio by RRD, for a quick chat about the company’s latest research report, focusing on marketing trends. He shared some insights and takeaways for printers.

Iridio’s 2026 Marketing Predictions report found that 53% of marketers cite human interaction replacement and AI deception as top threats to consumer trust, 55% name AI and machine learning as a top 3 tech investment, and 78% of marketers plan to use AI for personalization and improved customer experience. | Click to enlarge.

PI: Can you give us a brief overview of the report - what it was, who was included, etc.

AJ: Iridio’s 2026 Marketing Predictions Report is an analysis of company marketing priorities, challenges, and forecasts for the year ahead. Fielded in August and September of 2025, the study surveyed 600 U.S. marketing decision-makers at the manager level and above, across a wide range of key industries. The report highlights how these leaders are prioritizing their efforts, revealing that economic volatility is their top concern.

PI: What were the biggest trends that emerged from the report?

AJ: The biggest trend emerging from Iridio’s report is the flight to efficiency driven by economic uncertainty. With 56% of marketers citing volatility as their top source of uncertainty, we are seeing a decisive shift toward measurable, high-return channels. Budgets are increasing for digital tactics, such as online video (59%), websites (57%) and paid social (56%).

AI has also moved from experimental to essential. AI and machine learning is now the top technology investment (55%), with marketers using it specifically to scale personalization and predictive analytics.

PI: Were there any surprises? If so, what were they?

AJ: One surprise is the trust paradox facing AI. While AI is the number one tech investment for 2026, marketers still view it as a threat to consumer trust. The data found that 53% of marketers cite human interaction replacement and AI deception as top threats.

Also, despite the massive industry hype around technology, it’s telling to see economic volatility still holding the top spot as the number one concern, proving that fundamental market conditions still outweigh technological disruption in planning.

PI: What would you say are the biggest takeaways for printers?

AJ: The report reveals not a retreat, but a recalibration of print spend into a broader omnichannel strategy. Marketers are prioritizing the connection between physical and digital touchpoints to meet consumers where they are. To win budget in 2026, print must prove it is just as measurable and high impact as its digital counterparts.

PI: Based on these findings, what advice would you give printers looking to connect with marketers as we head into 2026 and beyond?

AJ: Printers must evolve from transactional vendors into data savvy strategic partners who can prove their value. With 78% of marketers prioritizing personalization and a clear flight toward measurable channels, success lies in offering variable data solutions and attribution tools that demonstrate ROI. Additionally, as marketers rely on external vendors to provide agility and scale, printers should position themselves as high performance partners who can help them maximize efficiency even within tightened budgets.