CSA 2026 Outlook

In 2026, the conversation around AI is shifting from experimentation to operational reality as AI is embedded into operating systems; the question is no longer if brands will use AI, but how well they will use it, and whether they have built the data governance, and trust infrastructure required to compete and be successful. 

 We spoke to some of our 400+ experts across 20+ markets to take the pulse on this new data and tech landscape. Across geographies and verticals, we saw clear imperatives that separate brands that can operationalize AI with trust, speed, and authenticity from those that remain trapped in legacy data, fragmented technology, and outdated performance metrics: embracing AI adoption, leveraging ethically obtained first-party data, and obtaining a competitive edge through synthetic consumers.  

Read on for our 2026 Outlook, and access our 2025 and 2024 insights to see how CSA has helped brands navigate and excel amidst disruption.  

From Experiment to Imperative  

“AI is no longer a tool to try—it’s the baseline for survival. Brands that hesitate risk irrelevance; those that act gain leadership.”
— Katharina Tesch, Managing Director, CSA Austria 

In 2026, AI-implementation is no longer a differentiator: it will be the baseline expectation. In turn, marketing strategies without AI will no longer be considered cautious—they will be considered irresponsible. AI is now embedded directly into budgets, roadmaps, and enterprise tech stacks. But rapid adoption has created a new kind of chaos: tool sprawl, regulatory risk, security gaps, and uneven execution quality. 

The competitive advantage will shift from access to AI toward the ability to integrate AI across people, processes, and data in a strategic and secure way. Orientation, prioritization, and sustainable architecture will matter more than chasing the newest tool release. 

“The landscape of experimentation and testing is undergoing a rapid, fundamental transformation. The biggest changes ahead center on AI integration, the shift from testing averages to optimizing individual experiences, and the expansion of what is being tested” 

— Trevor Carr, Head of CSA North America 

With this shift, AI moves from being an innovation story to a P&L line item with increasing scrutiny from CFOs and executive boards. Expect agentic initiatives to be cancelled when value and risk-control is unclear; repeatable, provable ROAI will define the projects that succeed.  

“In 2026, success won’t be how many models we deploy - it will be the incremental value that shows up in Monday-morning P&L, with traceability and control.”  

— Raymond García, Regional Director, CSA LATAM 

Data is King in the AI Economy  

“AI is only as strong as the data that fuels it. Advanced analytics will crumble if the data beneath it is inaccurate, inconsistent, duplicated, ungoverned, or inaccessible” 

— Estefania Diaz Clavijo, Global CSA Growth Lead  

As AI increasingly becomes a baseline expectation, AI-driven personalization will no longer be a differentiator. What will be a differentiator is quality data; nearly all challenges with AI can be traced to the same roots: poor data quality, fragmented systems, and lack of governance. With growing regulatory pressures, platform shifts, and consumer skepticism, third-party data and cross-site tracking are becoming increasingly untenable as a solid data foundation.  

Instead, durable growth will be built on first-party data collected directly from customers on a brand’s owned channels or even ‘zero-party data’ that is explicitly and willingly shared by customers via stated preferences or survey answers. Retargeting as we know it, which relies heavily on third-party cookies, will continue to erode, replaced by conversion APIs, clean rooms, and aggregated, anonymized platform data. 

“In 2026, the brands that lead will be those that treat first-party data not just as a marketing asset, but as regulated clean, consented, and connected across the entire business” – Abhimanyu Vyas, Vice President, CSA India 

However, while first-party data is valuable to take full advantage of AI, brands that ignore consumer discontent and distrust of brands in the AI economy will lose relevance and market share. Failed AI service chatbots and fatigue and distrust of AI-generated ‘slop’ are fueling a ‘silent churn’ of consumers switching brands, and authenticity and personalization must take priority over mass-market, one-size-fits-all media strategies.” 

“Without first-party data maturity, brands will never access the real power of AI. The brands that win in 2026 will be the ones that use AI to create real utility—not just automated noise.”
— Trevor Carr, Head of CSA North America 

 

Synthetic Consumers Redefine Testing and Insight 

One tangential impact of AI in 2026 will be the rise of synthetic consumers: AI-generated audience models trained on strong first-party data. These synthetic panels will allow brands to test concepts, simulate reactions, and iterate creatively long before campaigns ever reach the market. 

This shift will dramatically reduce reliance on slow and expensive traditional research methods, enabling real-time experimentation at scale. Brands with mature first-party data ecosystems will be able to build high-fidelity synthetic personas that mirror real customer behavior—creating a decisive advantage. 

“Synthetic consumers will become the new sandbox for experimentation—giving brands predictive insight at the speed of AI.”
— Rob Breese, Head of CSA, UK 

 

Excelling Amidst Disruption in 2026 

As AI accelerates everything, the brands that truly stand out will be the ones willing to take bold, human risks to build emotional connection, not just algorithmic efficiency. Interested in learning how CSA can help your organization navigate the shifting data & tech landscape? Contact us at info@csahavasmn.com to get the conversation started.