Posted on: 04 02 2026

What to watch in 2026: strategy, differentiation, and data-driven decisions

Written by
Milla Ikonen
Reading time: 2 mins

We asked Luxid experts what they’re watching and prioritizing as they kick off the year. These perspectives show where the opportunities lie and why they matter. 
In the first blog post of the What to watch in 2026 series, Chris Eifert’s blog explored US market priorities and change management. In this post, Milla Ikonen, Strategic Marketing and Sales Consultant, shares why differentiation matters more than ever.   

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Starting the year with sharper strategy 

The first move for 2026? Tightening differentiation. As AI tools become widely accessible, competitive advantage shifts from technology to clarity — how well a brand defines its role, value, and boundaries. 
Data is the compass. Customer and market insights guide where differentiation creates the strongest impact. Real-time signals help refine early decisions, so organizations can test assumptions and adjust before making big investments. 

Three major trends are influencing planning this year 

  • AI standardization is narrowing competitive gaps, making orchestration — not just tools — the differentiator. 
  • Buyer journeys now split across human and automated touchpoints, requiring adaptive experience design. 
  • Tech stack complexity is growing, but integration and ownership lag. The focus is shifting from adopting technology to orchestrating it effectively. 

Monitoring cross-channel data reveals early behavioral shifts and competitive moves, enabling faster scenario planning and more responsive strategies. 

Balancing short-term wins with long-term growth 

Quick wins matter, but not at the expense of future strength. Automation and efficiency deliver immediate gains. Long-term growth depends on brand strength, solid data foundations, and scalable decision models. 
Every initiative should be evaluated through both lenses. Short-term performance data becomes a learning engine, informing long-term investments and uncovering new customer-driven opportunities. 

The big question 

What should be automated — and what must remain human? AI is changing cost structures, but trust and differentiation still depend on human involvement. Misjudging this balance can flatten a brand’s identity. 
Data-driven insights help determine which interactions can be automated, while continuous measurement ensures the role of AI and human touch evolves with real customer needs. 

Focus areas for 2026 

This year, strategy deepens its foundation: 

  • AI moves from productivity enhancer to decision-shaping layer. 
  • Emerging “custobots” redefine early-stage buyer journeys before sales enters the process. 
  • Data ownership becomes a growth asset, not just a reporting byproduct. 
  • Creativity regains strategic importance as a differentiator in automated environments. 

Together, these themes guide organizations to treat data as a core growth driver and use AI-driven journey insights to refine both strategy and creative execution. 

Want to dig deeper?

Our report Combining technology, data and creativity to improve customer experience explores how leading organizations turn insight into action — aligning data foundations, smart technology choices, and creative execution to drive real differentiation. Gain access to practical perspectives, real-world considerations, and strategic frameworks to help you design customer experiences that stand out in an increasingly automated world.
Get the full report here

More insights coming soon 

Follow our What to watch in 2026 series for more expert insights on the trends affecting marketing and business strategy this year. 

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Callum Dolan
Customer Success Director
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Matti Aalto-Setälä
VP, Business Development (Finland)

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