News, Insights & Events

For years, segmentation has been the backbone of digital marketing. We grouped audiences by industry, demographics, or broad behavioural traits and built campaigns around those segments.

AI-generated content is already embedded in the way news is produced, medical information is surfaced, and legal guidance is summarised. As audiences increasingly recognise that machines are involved, they are asking: what can I trust?

Rewatch our Mediaworks masterclass exploring personalisation and leveraging the Umbraco CMS to enhance the customer journey.

Rewatch our Mediaworks masterclass exploring insights, strategy, and how to leverage data in 2026.

AI is no longer “emerging” in 2026. It is mainstream. In McKinsey’s global survey, 72% of respondents report AI adoption in their organisations, and 65% say their organisations are regularly using generative AI.

In 2026, with increased pressure on marketing leaders to prove impact and spot shifts in demand ahead of competitors, share of search (SoS) has become a key strategic tool for anticipating market share changes and identifying future growth opportunities.