As the tech sector prepares for 2026, the role of artificial intelligence in marketing has evolved significantly, according to Rubeena Singh, Managing Director of NP Digital India. In 2025, AI transitioned from being an auxiliary tool to a fundamental element of marketing strategies, fundamentally altering how brands operate. This shift enabled teams to move from manual processes to automated systems that learn and improve over time, leading to enhanced workflows and more predictable results.
Singh forecasts that 2026 will be transformative for marketing, particularly in areas like discovery and personalization. She identifies three key trends that will reshape brand-consumer relationships. The first, known as Generative Engine Optimisation (GEO), will change how consumers find information, moving away from traditional search to AI-driven data interpretation. This requires brands to build authoritative and structured content that AI can reference effectively.
The second trend, Privacy-First Personalisation, arises from the diminishing use of third-party cookies, compelling brands to utilize AI for creating personalized experiences without compromising user privacy. Finally, the emergence of Conversational Commerce is set to redefine shopping interactions, leveraging voice and visual technologies to enhance user engagement.