{"id":69233,"date":"2026-04-29T12:56:47","date_gmt":"2026-04-29T02:56:47","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=69233"},"modified":"2026-04-29T12:56:48","modified_gmt":"2026-04-29T02:56:48","slug":"marketing-trends-ai-era","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/marketing-trends-ai-era\/","title":{"rendered":"The New Rules of Marketing: 7 Trends Shaping the AI Era"},"content":{"rendered":"\n<h2 class=\"wp-block-heading is-style-default\" id=\"h-ai-is-only-as-good-as-the-data-it-can-access-we-surveyed-4-450-marketers-globally-and-found-the-gap-between-ai-s-promise-and-reality-comes-down-to-one-thing-fragmented-data\">AI is only as good as the data it can access. We surveyed 4,450 marketers globally and found the gap between AI&#8217;s promise and reality comes down to one thing: fragmented data.<\/h2>\n\n\n\n<p>Every CMO conversation I&#8217;m in across Australia and New Zealand has fundamentally shifted. There are two distinct camps emerging: those seeing real results with AI who are asking, &#8220;How do we go further, faster?&#8221; \u2013 and those still waiting on the promise, asking, &#8220;Why aren&#8217;t we getting the results we expected?&#8221; What separates them isn&#8217;t the technology they&#8217;ve chosen. It&#8217;s the foundation they built before they switched it on.<\/p>\n\n\n\n<p>The answer comes down to foundations. We surveyed 4,450 marketers globally for our 10th <a href=\"https:\/\/www.salesforce.com\/au\/marketing\/resources\/state-of-marketing-report\/?d=701ed000017vcLnAAI\" type=\"link\" id=\"https:\/\/www.salesforce.com\/au\/marketing\/resources\/state-of-marketing-report\/?d=701ed000017vcLnAAI\" target=\"_blank\" rel=\" noopener\">State of Marketing Report<\/a>, and a pattern emerged: the teams seeing real results \u2013 think 20% ROI increases and 19% cost reductions \u2013 aren&#8217;t the ones with the most AI tools. They\u2019re businesses that laid the groundwork well by unifying their data first.<\/p>\n\n\n\n<p>If you&#8217;re struggling to scale personalisation, bridge the gap between customer expectations and execution, or prove marketing&#8217;s impact on revenue, this report will help. Here, discover the possibilities and the pitfalls of marketing in the era of AI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-at-a-glance-state-of-marketing-2026\"><strong>At a Glance: State of Marketing 2026<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Marketers deploying AI correctly report a 20% increase in ROI and a 19% reduction in costs.<\/li>\n\n\n\n<li>High-performing marketers save an average of eight hours per week through automation.<\/li>\n\n\n\n<li>The average organisation manages data across seven sources, yet only 26% are satisfied with their data connectivity.<\/li>\n\n\n\n<li>88% of marketing teams are already optimising content for AI-driven search answers rather than conventional search results.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-trend-1-the-gap-between-expectations-and-execution\"><strong>Trend 1: The Gap Between Expectations and Execution<\/strong><\/h2>\n\n\n\n<p>Customer expectations are rising faster than marketing teams can keep up. 85% percent of marketers we surveyed said expectations are climbing, and 69% reported that acquiring new customers has become harder. Here in ANZ, where businesses are working with a smaller total addressable market than their overseas counterparts, every customer is crucial.<\/p>\n\n\n\n<p>The problem isn&#8217;t effort, but rather keeping up with the new standard expected with consistency. Over half of marketers say their campaigns feel too generic, and a third pointed to inconsistent messaging across channels. When 78% of marketers tell us they need more personalised content than they can currently produce, we&#8217;re looking at a systems problem, not a creativity problem.<\/p>\n\n\n\n<p>The gap between what customers expect and what teams can deliver is one of the biggest hurdles marketing leaders face in 2026. Closing it requires better infrastructure, not just better creative.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-trend-2-ai-delivers-results-yet-integration-remains-a-hurdle\"><strong>Trend 2: AI Delivers Results, Yet Integration Remains a Hurdle<\/strong><\/h2>\n\n\n\n<p>AI is proving its value. Marketers deploying it successfully report a 20% ROI increase and 19% reduction in costs. High performers are saving an average of eight hours per week through automation.<\/p>\n\n\n\n<p>But 61% of marketers said AI isn&#8217;t fully embedded into their marketing systems. Here&#8217;s the truth: most organisations are treating AI as an add-on when it needs to be core infrastructure. That&#8217;s why it&#8217;s not working.&nbsp;<\/p>\n\n\n\n<p>The teams getting results have integrated AI into a unified platform where data, workflows, and intelligence work together.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-trend-3-disconnected-data-is-creating-a-bottleneck\"><strong>Trend 3: Disconnected Data is Creating a Bottleneck<\/strong><\/h2>\n\n\n\n<p>If AI is the engine of modern marketing, data is the fuel. In most businesses, that fuel is fragmented. In ANZ, we&#8217;re seeing this play out in similar ways \u2013 businesses here are often more nimble but face the same data fragmentation challenges as their global counterparts.<\/p>\n\n\n\n<p>The average organisation manages data across seven different sources. Only 58% of marketers have full visibility into service data, 56% into sales data, and just 51% into commerce data. Without a unified view of the customer, AI can&#8217;t deliver the intelligent decisions or meaningful personalisation you need.<\/p>\n\n\n\n<p>In fact, only 26% of marketers are completely satisfied with their data connectivity.<\/p>\n\n\n\n<p>Agentic AI shifts the paradigm here. Unlike generative AI, which creates content, agentic AI, like Agentforce 360, can autonomously act across your tech stack to achieve specific marketing goals. With a unified data platform like Salesforce powered by Agentforce 360, tools such as Data 360 can reason across sales, service, and commerce data to make intelligent decisions that drive scale without adding headcount.<\/p>\n\n\n\n<p>Your AI is only as intelligent as the context it has access to.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Explore the possibilities of Agentforce for your business<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">This is where tools like Agentforce 360 become critical \u2013 not because they&#8217;re ours, but because they solve the fundamental problem: giving AI the unified context it needs to actually be useful.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/au\/agentforce\/how-it-works\/\">Discover Agentforce 360<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-trend-4-customer-conversations-are-evolving\"><strong>Trend 4: Customer Conversations are Evolving<\/strong><\/h2>\n\n\n\n<p>Campaigns are only part of the puzzle. Customer engagement is becoming increasingly dynamic, and 83% of marketers said customers now expect real-time, two-way conversations.<\/p>\n\n\n\n<p>Channels that were once one-way broadcast tools \u2013 think email, SMS \u2013 are rapidly evolving into conversational interfaces, fueled by AI. High-performing marketers are using AI to power always-on, personalised conversations at scale.<\/p>\n\n\n\n<p>We&#8217;re meeting customers where they are, when they need us, with the context to make those conversations valuable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-trend-5-search-is-changing-in-real-time\"><strong>Trend 5: Search is Changing in Real-Time<\/strong><\/h2>\n\n\n\n<p>AI is transforming how customers discover brands and products online. Traditional search is undergoing a rapid shift, and marketers are responding fast: 88% of teams are actively optimising content for AI-driven search.<\/p>\n\n\n\n<p>Ranking first on a results page matters less than being embedded in the answers themselves. The new model rewards authority, relevance, and quality data \u2013 if your content strategy is still built for outdated search algorithms, you&#8217;re already behind.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-trend-6-quality-data-is-the-foundation\"><strong>Trend 6: Quality Data is the Foundation<\/strong><\/h2>\n\n\n\n<p>One of the key trends we saw across our report was that the most successful marketing teams didn\u2019t start with AI, they started with their foundation. Removing data silos across departments was a key step in creating a unified and actionable view of the customer. Unifying this customer data is what allows high performing marketers to integrate AI in a way that makes intelligent decisions, creates personalisation at scale and drives efficiency across the marketing journey.&nbsp;<\/p>\n\n\n\n<p>Simply put, AI doesn\u2019t create a solid foundation in marketing, it amplifies it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-trend-7-the-future-of-marketing-in-the-ai-era\"><strong>Trend 7: The Future of Marketing in the AI Era<\/strong><\/h2>\n\n\n\n<p>The role of the CMO is evolving. 86% percent of marketers said CMOs now oversee data, analytics, and revenue alongside traditional marketing functions.<\/p>\n\n\n\n<p>We&#8217;ve moved beyond campaigns to systems \u2013 ones that provide a unified view of your customer, deliver personalisation at scale, and connect data into a cohesive engine for growth.<\/p>\n\n\n\n<p>As marketers take on greater accountability for revenue, the focus shifts to agentic systems like Agentforce Marketing that allow teams to move beyond generic campaigns and build a connected, intelligent engine for growth.<\/p>\n\n\n\n<p>If there&#8217;s one thing I&#8217;d urge marketing leaders to focus on in 2026, it&#8217;s this: stop chasing the next AI tool and start fixing your data foundations. The teams winning right now aren&#8217;t the ones with the most technology \u2013 they&#8217;re the ones who built the right infrastructure first.<\/p>\n\n\n\n<p>Dive into the full <a href=\"https:\/\/www.salesforce.com\/au\/marketing\/resources\/state-of-marketing-report\/?d=701ed000017vcLnAAI\" target=\"_blank\" rel=\" noopener\">State of Marketing report<\/a> to learn more.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-explore-further\"><strong>Explore further<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Read the full <a href=\"https:\/\/www.salesforce.com\/au\/marketing\/resources\/state-of-marketing-report\/?d=701ed000017vcLnAAI\" target=\"_blank\" rel=\" noopener\">State of Marketing report<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>AI is driving real results, but teams are held back by disconnected data. Here\u2019s what 4,450 marketers say is changing.<\/p>\n","protected":false},"author":32,"featured_media":69239,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"69f0413eaf8ff2656e6de370","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[3379,3353,2858,2455],"sf_content_type":[3154],"coauthors":[2514],"class_list":["post-69233","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-agentforce-marketing","sf_topic-agentic-ai","sf_topic-artificial-intelligence","sf_topic-marketing","sf_content_type-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>7 Marketing Trends for the AI Era: 2026 State of Marketing Report | Salesforce ANZ<\/title>\n<meta name=\"description\" content=\"Explore how 4,450 global leaders \u2013 including ANZ marketing teams \u2013 are using AI and Agentforce to bridge the data gap. Read the 10th State of Marketing Report.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/au\/blog\/marketing-trends-ai-era\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The New Rules of Marketing: 7 Trends Shaping the AI Era\" \/>\n<meta property=\"og:description\" content=\"AI is driving real results, but teams are held back by disconnected data. Here\u2019s what 4,450 marketers say is changing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/au\/blog\/marketing-trends-ai-era\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-29T02:56:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-29T02:56:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/marketing-trends-ai-era-blog.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"844\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Leandro Perez\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@salesforce\" \/>\n<meta name=\"twitter:site\" content=\"@salesforce\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Leandro Perez\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/marketing-trends-ai-era\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/marketing-trends-ai-era\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/bfa1107aa135121a94417431799aa0ef\"}],\"headline\":\"The New Rules of Marketing: 7 Trends Shaping the AI Era\",\"datePublished\":\"2026-04-29T02:56:47+00:00\",\"dateModified\":\"2026-04-29T02:56:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/marketing-trends-ai-era\/\"},\"wordCount\":1119,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/marketing-trends-ai-era\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/marketing-trends-ai-era-blog.webp\",\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/au\/blog\/marketing-trends-ai-era\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/marketing-trends-ai-era\/\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/marketing-trends-ai-era\/\",\"name\":\"7 Marketing Trends for the AI Era: 2026 State of Marketing Report | Salesforce ANZ\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/marketing-trends-ai-era\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/marketing-trends-ai-era\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/marketing-trends-ai-era-blog.webp\",\"datePublished\":\"2026-04-29T02:56:47+00:00\",\"dateModified\":\"2026-04-29T02:56:48+00:00\",\"description\":\"Explore how 4,450 global leaders \u2013 including ANZ marketing teams \u2013 are using AI and Agentforce to bridge the data gap. 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Currently, Leandro serves as the SVP &amp; Chief Marketing Officer for Australia and New Zealand at Salesforce, where he guides the strategic direction and market positioning for the world\u2019s leading AI-powered CRM. Throughout his career, Leandro has played key roles in scaling operations, driving digital transformation, and aligning teams across product, marketing, and sales to optimise go-to-market execution and accelerate growth.\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/author\/leandroperez\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"7 Marketing Trends for the AI Era: 2026 State of Marketing Report | Salesforce ANZ","description":"Explore how 4,450 global leaders \u2013 including ANZ marketing teams \u2013 are using AI and Agentforce to bridge the data gap. 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