Ready for 2026? The big questions our clients are really asking

As 2026 draws near, our clients aren’t just thinking about budgets or which channels to use. They’re wrestling with the bigger, messier questions: how to make AI work for them, how to grow internationally, how to measure what really matters, and where people still make the difference. We’ve pulled these straight from real conversations across organic growth, paid media, and global campaigns. If you’re mapping out your digital marketing for next year, here are the questions we’re hearing the most, and our top-line take on how to tackle them.

1. “How should we balance AI and human input in marketing?”

Every major marketing shift – digital advertising, social, mobile – reshapes skills. AI is following the same path: it’s transformative, but it won’t replace human creativity, judgement, or relationship-building. It’s good at routine tasks, spotting patterns, analysing data, and drafting first versions of content. Humans remain essential for nuanced messaging, context, humour, cultural subtleties, and credibility.

The key is knowing when to let AI lead and when to step in: use it to work faster and smarter, but keep humans steering the parts that require insight, creativity, and trust. Thriving brands combine both, using AI to amplify insight and humans to guide strategy and deliver meaning.

2. “Traffic to my website has dropped – what can I do about it?”

Traffic is being reshaped by AI-powered summaries, chatbots, and overview tools that give users key information without clicking through. That means fewer page views, even for high-quality content. In response, focus on updating existing pages to make them more useful and harder for AI to replace:

• Add practical examples, local context, or step-by-step guidance.
• Include interactive elements or tools that AI can’t replicate.
• Give readers clear next steps and actionable advice.

Monitor which pages are losing traffic and refresh them strategically to keep them engaging, useful, and discoverable.

3. “What does AI-ready content actually look like?”

AI-ready content isn’t just about optimisation; it’s about creating content built to work for both human and machine audiences from the start. Focus on structure and credibility:

• Be clear, organised, and answer-first (FAQs, step-by-step guides, tables, schema markup).
• Signal authority with named authors, cited sources, real examples, and storytelling.
• Ensure context, tone, and local relevance, which AI can’t judge.

The goal is content that’s discoverable, trustworthy, and genuinely valuable.

4. “How should we measure success in an AI-first world?”

Clicks, CTRs, and rankings still matter, but they only tell part of the story. Today, success is also about being seen, trusted, and making an impact. Track AI citations, growth in branded searches, engagement with tools or videos, and real business results such as higher average order value or extra sales.

Metrics need to reflect changes in traffic caused by AI summaries – even if page views drop, strong engagement from visitors shows content is still effective. Success now means using both old and new metrics and considering each market’s context. You can read more about what to track in AI search here.

5. “Can AI handle localisation for international campaigns?”

Not really. Machine translation can make content understandable, but not convincing. Tone, etiquette, and local nuance need human insight. Local In-Market Experts (LIMEs) refine AI output for each market, ensuring campaigns feel authentic – whether precise, formal German, compliant French, or regionally nuanced English and Afrikaans in South Africa. Even small phrasing tweaks or idioms can make a big difference to conversions.

6. “How is AI reshaping B2B discovery?”

Buyers no longer follow straight paths. They start with AI assistants as often as search engines, LinkedIn, or analyst reports, and jump between sources. Search in general is becoming more social, with recommendations, reviews, and social signals influencing discovery. Brands must be the answer wherever these tools are used, for both humans and AI.

Traffic drops from AI summaries highlight the importance of UX: visitors need value quickly, clarity on offerings, and smooth guidance to the next step. Local context still matters – what works in the US may fail in Europe – and the buyer journey is messier than ever. Credibility, nuance, and relevance remain decisive.

7. “How do we test new markets with paid media without wasting money?”

Paid media tests in new markets often fail when they’re rushed, too small, or treated like a mini version of your existing campaigns. Simply translating your ads or lowering the budget isn’t enough – local context, messaging, and audience differences matter.

Instead, use tests to learn, not just sell immediately. Start with one or two cities or audience segments, try different messaging angles, and let local insight guide your platforms, creative, and targeting. Watch early signals – clicks, engagement, email signups, or other micro-conversions – rather than waiting for final sales. These insights help you make smarter, safer decisions before scaling up.

8. “How do we avoid sameness when everyone’s using AI?”

People are tiring of content that clearly feels AI-generated. To stand out, focus on what machines can’t copy: real experience, your unique voice, and insights only you have. AI can put words together, but it can’t show credibility, judgement, or understanding of your audience. Highlight your experts, share original data, and tell stories only your team could tell.

9. “Do we really need to be everywhere at once?”

No. One of the biggest mistakes is trying to be on every channel. Budgets and attention are limited, so prioritise where your audience actually researches, compares, and decides. Focus on doing those channels really well. AI can extend reach, but real impact comes from smart choices and being present where it matters most.

10. “What defines a winning brand in 2026?”

Winning brands show perspective, purpose, and passion. They understand their audience, explain why they exist, and share expertise that AI cannot replicate. In B2B, that might be case studies, interactive tools, or expert insights no competitor can match. In B2C, it could be immersive campaigns, experiential events, or stories that people care about and remember. AI aids scale and efficiency, but humans decide what matters, shape the story, and guide audiences while building long-term trust and credibility.

Planning your campaigns for 2026?

If you’ve got a question you’re wrestling with, or you’re planning an international campaign for 2026, get in touch. Our team can help you cut through the noise and make smart, practical decisions that work in each market.