As we begin the New Year, we spoke to industry leaders to reflect on the shifts that shaped 2025 and the forces expected to define 2026. For Bharat Subramaniam, Founder & Managing Director of BigTrunk Communications, 2025 marked the moment when AI stopped supporting marketing and started structuring it.
Here’s how Subramaniam explains the turning point that reshaped digital marketing foundations, “2025 was the year when AI moved from being a tool to becoming the foundation of digital marketing. Brands increasingly relied on predictive intelligence to understand audiences, personalise communication and optimise media spends in real time. This shift made marketing more precise, data grounded and outcome driven, setting a new benchmark for efficiency and creativity across the industry.”
That shift, he believes, has now set the stage for a more radical evolution ahead.
Looking ahead, Subramaniam outlines three forces that will fundamentally change how agencies and brands operate in the year to come: “AI powered creative intelligence: 2026 will witness a deeper fusion of creativity and machine intelligence. AI will not just generate content but will interpret cultural cues, sentiment shifts and micro trends to shape hyper relevant storytelling. This will empower brands to produce personalised narratives at scale while ensuring authenticity and emotional resonance across platforms.
Commerce everywhere ecosystems: The coming year will accelerate the blending of content and commerce into a single seamless journey. Social platforms, entertainment formats and search environments will become integrated purchase points. Consumers will expect instant buying options wherever inspiration strikes and brands that streamline this path will see stronger conversions and repeat engagement.
The rise of real time brand health management: As digital noise intensifies, brands will prioritise continuous monitoring of reputation, sentiment and performance across channels. Real time dashboards, automated alerts and AI assisted insights will help businesses respond faster, optimise communication and protect brand equity. This always on brand vigilance will become essential for growth and risk management in 2026.”
(As told to Ruchika Jha)
