I asked six HubSpot colleagues who are experts in their fields what their hopes and dreams are for 2026. “Just build an AI and a spreadsheet work“We look forward to next year, to keep up with the emotional momentum.
You can also check out the hard-won lessons my colleagues learned from the roller coaster that was 2025.
What’s something you’re betting you’ll finally be able to do in 2026 that you can’t nail today?
Adam Buddelicombe, Lead Marketer, AI Media Strategist
“Honestly, I’m just praying for a seamless integration with Sheets. I’ve lost so many hours this year trying to create or analyze a spreadsheet with ChatGupt, Claude, or Gemini, and it’s still never quite enough.
“I want that moment where I can point to a messy sheet and say, ‘Clean it up, fix the formulas, and show me the insights,’ and it does just that. No weird formatting and no gimmicks. If the AI analyzer can truly understand and manipulate sheets the way they are, that’s the upgrade I’m most excited for in 2026.“
Rory Hope, Senior Manager, Ann Nemo
“I hope we’ll see More AI reporting solutions from analytics platforms in 2026. If we can get to the point where reporting becomes as simple as what your objectives, goals, and priorities (perhaps via MCP) prompt for contextual performance insights, marketers can focus more on problem solving and creativity.
“There have been some launches recently, like Google Search Console’s new AI reporting feature, which are Enabling marketers to ask the right questions on performance and get the right answers. More of this please! “
What marketing skill are you secretly hoping for in 2026 (because you hate doing it)?
Amanda Coppin, Manager, Marketing
“Endless hours of reporting! I love digging into data and determining trends in demand or customer behavior. But I don’t like how many tabs, tools, and sites I need to pull data together.
“AI systems have the potential to be extremely powerful in reporting, but they have to be accurate. Hallucinated data does not form a strong foundation for strategy. I look forward to AI tools that aggregate data in one place, suggest insights based on what I care about, and allow me to do reality checks.“
What emerging consumer behavior most excites (or terrifies) you about marketing in 2026?
Amy Marino, Senior Director, Brand & Social
“I am paying full attention to it How Major Social Platforms Are Limiting AI Content. TikTok developed a slider to reduce AI content in feeds. Pinterest lets you filter artificial imagery. YouTube is rejecting low-effort AI videos.
“This is a direct response to consumer complaints that the AI slip is flooding their feeds. And that means many marketers will have to refocus their strategies.
“Marketers who can use AI to enhance human creativity and taste will win; But it also means that if they haven’t figured it out yet, they’ll need to learn fast.
What is your boldest prediction for how humans and AI will collaborate in marketing teams by the end of 2026?
Jonathan McKenzie, head of brand paid media
“By the end of 2026, the word may be ‘Medai’ as media and AI continue to advance. Creative is evolving from dynamic and programmatic to a true marketing craft. But I wonder if ‘this is reality’ will become a trend or a fad? Thank you, thank you, thank you, thank you.” The best teams will co-create with AI, not outsource it.
What marketing metric that doesn’t exist today do you wish you could track in 2026?
Norel Canlas, Senior Marketer, HubSpot Media
“I would love to A metric that tracks the ’emotional momentum’ of a brand. Something that tells you if people are feeling more connected to your brand or drifting off. If your brand is generating real energy, this will make it clear.
