AI in marketing 2026: what actually works

The last 18 months have shown that AI in marketing is not the silver bullet it was sold as. But it isn't nothing either. In this article we distill from 35 client projects which use cases actually create value, which remain cosmetic, and what to bet on in 2026.

Clear: content generation in the sense of 'let AI write 100 blog articles' does not work. What does work is AI as a tool for human editors, for structured research, for drafting, for microcopy and for data analysis.