Marketers Cite Economic Volatility as Top Concern, Turn to AI for Efficiency, Iridio℠ Survey Finds
A recent survey of marketing leaders conducted by Iridio found that economic volatility is their top concern, leading to strategic budget shifts and an increased focus on high-value activities like personalization. Iridio’s 2026 Marketing Predictions report also found that while marketers are prioritizing investments in AI to enhance customer experience, they remain highly aware of the technology’s potential to erode consumer trust.
Key takeaways of the report include:
Volatility forces AI investment: Economic volatility is the primary cause of uncertainty (56%), followed by AI disruption (32%). This concern, coupled with expected consumer attitudes like economic distress (42%) and demand for lower prices (32%), influences strategic planning and makes AI/machine learning the top technology investment priority (55% in their top three) for driving efficiency.
AI uses: AI investment is overwhelmingly prioritized for high-value functions, including Personalization/Customer Experience (78%) and Data Analysis/Predictive Analytics (76%).
- Trust paradox: While relying on AI, marketers view replacing human interaction with AI (28%) and AI-generated deception (25%) as the biggest threats to consumer trust.
- Budget shifts to digital: Budgets are shifting toward high-impact digital tactics, including Online Video (59%), Websites (57%), and Paid Social Media (56%).