Personalization is emerging as the top priority for marketers investing in data activation, signaling a shift toward more experience-driven strategies in 2026. According to a recent article by eMarketer, 38% of marketing decision-makers rank personalization at scale as their leading investment focus, outpacing real-time campaign optimization (35%) and audience segmentation (32%).
The emphasis reflects rising consumer expectations. Nearly three-quarters of shoppers say they are more likely to purchase when brands deliver personalized experiences, reinforcing personalization as a revenue driver instead of a marketing tactic. It’s why we talk often about Fierce Friends – or making authentic, emotional connections between people and brands.
However, execution hasn’t fully caught up with ambition for many brands. The eMarketer article notes that many organizations still struggle to activate their data effectively, with limited platform integration cited as a leading barrier by both brand and agency marketers.
The takeaway: while marketers increasingly recognize personalization as essential to growth, unlocking its full value will depend on better data connectivity, integration and activation across the marketing ecosystem.