I requested six HubSpot colleagues who’re consultants of their respective area what their hopes and goals are for 2026. From “simply make AI and spreadsheets work” to monitoring emotional momentum, right here‘s what we’re wanting ahead to subsequent 12 months.
You may as well try the hard-won classes my colleagues discovered from the rollercoaster that was 2025.
What’s the one factor you might be betting AI will lastly be capable of do for you in 2026 that it can’t fairly nail at present?
Adam Biddlecombe, Lead marketer, AI media strategist
“Actually, I’m simply praying for seamless integration with Sheets. I’ve misplaced too many hours this 12 months going forwards and backwards with ChatGPT, Claude, or Gemini attempting to construct or analyze a spreadsheet, and it nonetheless by no means fairly lands.
“I would like that second the place I can level at a messy sheet and say, ‘Clear this up, repair the formulation, and present me the insights,’ and it simply does it. No bizarre formatting and no hallucinating. If AI can genuinely perceive and manipulate Sheets the way in which an analyst would, that’s the improve I’m most excited for in 2026.”
Rory Hope, Senior supervisor, EN Development
“I hope that we’ll see extra AI reporting options from analytics platforms in 2026. If we will get to the purpose the place reporting turns into as simple as getting into prompts asking for efficiency insights that take into context your aims, objectives, and priorities (presumably through MCP), then entrepreneurs can focus extra on problem-solving and creativity.
“There have been some launches just lately, equivalent to Google Search Console’s new AI reporting characteristic, that are enabling entrepreneurs to ask exact questions on efficiency and get correct solutions. Extra of this please!”
What advertising talent are you secretly hoping turns into out of date in 2026 (since you hate doing it)?
Amanda Kopen, Supervisor, Advertising and marketing
“Infinite hours of reporting! I like to dig into knowledge and decide the ‘why’ of demand or buyer habits developments. However I don’t love what number of tabs, instruments, and websites I have to collate knowledge collectively.
“AI programs have the potential to be extraordinarily highly effective in reporting, however they must be correct. Hallucinated knowledge doesn’t make a robust basis for technique. I sit up for AI instruments that collect knowledge into one place, counsel insights primarily based on what I care about, and permit me to reality examine.”
What rising shopper habits has you most excited (or terrified) about advertising in 2026?
Amy Marino, Senior director, model and social
“I am paying shut consideration to how the main social platforms are rolling out AI content material limiters. TikTok rolled out a slider to scale back AI content material in feeds. Pinterest allows you to filter out artificial imagery. YouTube is deprioritizing low-effort AI movies.
“It is a direct response to shopper complaints that AI slop is flooding their feeds. And it means lots of entrepreneurs are going to must pivot their methods… once more.
“The entrepreneurs that may use AI to amplify human creativity and style will win; however it additionally means in the event that they haven‘t found out how to try this but, then they’ll have to be taught quick.”
What’s your boldest prediction for the way people and AI will collaborate in advertising groups by the top of 2026?
Jonathon McKenzie, Head of brand name paid media
“By the top of 2026 the phrase may be ‘medai’ as a result of media and AI are shifting quick. Artistic is evolving from dynamic and programmatic to an actual advertising craft. However I’m wondering how typically ‘that is actual’ will grow to be a development or disclaimer? Fortunately, one of the best groups will co-create with AI, not outsource to it.”
What advertising metric that does not exist at present do you want you may observe in 2026?
Nuriel Canlas, Senior marketer, HubSpot Media
“I’d love a metric that tracks a model’s ‘emotional momentum.’ One thing that tells you if individuals are feeling extra related to your model or drifting away. It could make it method clearer in case your model is constructing actual vitality.”
