Marketing has never stood still. But 2026 marks a turning point. The pace is no longer evolutionary – it’s transformative. Regulation is tightening, skills gaps are widening, and AI has shifted from hype to the heart of every boardroom agenda.
This isn’t incremental change. It’s a pivot point – one that demands clarity and leadership.
And the question for every marketing leader is clear: will we keep pace, or set it?
At ADMA, we see three forces redefining marketing’s future: regulation, capability, and AI disruption. Together, they represent both marketing’s sharpest risks and its strongest opportunities for growth.
Privacy reform isn’t coming – it’s here.
New regulatory powers, tougher expectations around transparency, and heightened scrutiny of AI governance are redefining how we operate.
Handled well, regulation can do far more than keep us compliant. It can build trust – the foundation of every strong brand. Because privacy isn’t just a legal issue. It’s a trust issue.
That’s why ADMA is at the table with policymakers, ensuring reforms are fair, workable and practical. And it’s why we continue to equip members with the guidance, education and tools to turn compliance into confidence.
Regulation shouldn’t be seen as red tape. It gives marketing the chance to prove itself as the guardian of customer trust.
Every business is investing in technology.
But what separates leaders from laggards is capability – the skills to turn that technology into commercial and customer outcomes.
Our latest Capability Compass data reveals a clear signal: the fundamentals that define marketing’s value – customer understanding, brand building and effectiveness – remain underdeveloped.
At the same time, three in four marketers are already using AI tools weekly, often without formal training.
The appetite to learn is strong – but direction and structure are what turn curiosity into capability.
That’s why ADMA has stepped forward as the industry’s educator and enabler – building frameworks that give leaders the clarity and evidence to invest precisely in the skills that matter most.
When capability is treated as infrastructure, not one-off training, it becomes the engine of growth, credibility and influence.
AI has moved from curiosity to capability – and it’s reshaping everything from media to personalisation to decision-making.
The potential is enormous. But so are the tensions.
AI can flood the market with generic content. It can entrench bias. It can erode trust.
Only 36% of Australians say they trust it.
Yet nearly three-quarters of marketing leaders are optimistic about AI’s long-term impact – and rightly so.
Because when harnessed responsibly, AI doesn’t replace marketing; it elevates it.
Machines handle scale and speed. Humans bring imagination, judgment and creativity – the qualities that have always set marketing apart.
At ADMA, we’re helping members navigate this disruption with clarity and confidence – demystifying AI’s impact on skills, building practical capability, and ensuring trust and responsibility are built in from the start.
And that’s the thread connecting all three forces – the need to turn change into leadership.
Regulation. Capability. AI.
These aren’t challenges to be managed – they’re forces to be led.
Together, they give marketing the opportunity to redefine trust, power growth, and prove the human advantage in an AI-enabled world.
At ADMA, our commitment is clear: to ensure the profession doesn’t just keep up with these shifts, but turns them into a competitive advantage. Through advocacy, evidence and education, we’re helping marketers lead with confidence.
Because the future of marketing isn’t just being disrupted – it’s being decided.
And those who lean in with conviction, capability and creativity won’t just adapt to change – they’ll shape it.