I asked six HubSpot colleagues, experts in their respective fields, about their hopes and dreams for 2026. From “Just Do AI and Spreadsheets.” work” To keep track of emotional impulses, here’s what we’re looking forward to in the next year.
You can also check out the hard-won lessons my colleagues learned from the rollercoaster ride that is 2025.
What is the one thing you think AI can finally do for you in 2026 that it can’t quite achieve today?
Adam Biddlecombe, Senior Marketer, AI Media Strategist
“Honestly, I’m just praying for a seamless integration with Sheets. I’ve lost too many hours this year going back and forth with ChatGPT, Claude or Gemini trying to create or analyze a spreadsheet and it still doesn’t quite get there.
“I want that moment where I can point to a messy piece of paper and say, ‘Clean this up, fix the formulas, and show me the insights,’ and it just works. No weird formatting and no hallucinations. If AI can truly understand and manipulate Sheets like an analyst would, that’s the upgrade I’m most looking forward to in 2026.”
Rory Hope, Senior Manager, EN Growth
“I hope we’ll see More AI reporting solutions from analytics platforms in 2026. If we can get to the point where reporting becomes as easy as entering prompts asking for performance insights that put your goals, objectives and priorities in context (perhaps via MCP), then marketers can focus more on problem solving and creativity.
“There have been a few launches recently, such as Google Search Console’s new AI reporting feature This allows marketers to ask precise questions about performance and get accurate answers. More of this please!”
What marketing skill do you secretly hope will become obsolete by 2026 (because you hate doing it)?
Amanda Kopen, Manager, Marketing
“Endless hours of reports! I love digging into data and getting to the bottom of demand or customer behavior trends. But I don’t like how many tabs, tools, and websites I need to compile data.
“AI systems have the potential to be extremely powerful in reporting, but they must be accurate. Hallucinated data does not provide a solid foundation for strategy.” I look forward to AI tools that collect data in one place, suggest insights based on my interests, and allow me to fact-check.”
What emerging consumer behavior has you most excited (or scared) about marketing in 2026?
Amy Marino, senior director, brand and social
“I pay close attention how the major social platforms are introducing AI content limiters. TikTok has introduced a slider to reduce AI content in feeds. Pinterest allows you to filter out synthetic images. YouTube prioritizes low-effort AI videos.
“It’s a direct response to consumers’ complaints that AI is flooding their feeds. And it means many marketers will have to change their strategies… again.”
“The marketers who can use AI to enhance human creativity and taste will win; But it also means they have to learn quickly if they haven’t figured out how to do it yet.”
What is your boldest prediction for how humans and AI will work together in marketing teams by the end of 2026?
Jonathon McKenzie, Head of Brand Paid Media
“By the end of 2026, the word could be ‘medai’ because media and AI are evolving rapidly. Creative is evolving from dynamic and programmatic to a true marketing craft. But I wonder how often ‘this is real’ becomes a trend or disclaimer? Luckily it will The best teams will collaborate with AI, not outsource to it.”
What marketing metric that doesn’t exist today do you think you could track in 2026?
Nuriel Canlas, Senior Marketer, HubSpot Media
“I would love that a metric that tracks the “emotional dynamics” of a brand. Something that tells you whether people are feeling more connected to your brand or moving away from it. It would make it a lot clearer if your brand builds real energy.”
