RRD Research Reveals What Marketers Are Looking For in 2026

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.

What were the biggest trends that emerged from the report? T

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.

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

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.

What Marketers Are Looking For in 2026

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