Remember when “6-7” was all over your feed and no one really knew why, but somehow everyone got it? In 2025, the internet proved that connection doesn’t always make sense — at least not at first. The “6-7” meme was random, ridiculous, and everywhere. It spread because it felt connected; an inside joke everyone could share.
Marketing in 2026 will have its own 6-7 moment. Experian’s2026 Digital trends and predictions reportexplores how 2026 will be defined by connection: between activation and measurement, data and AI, platforms and outcomes. After years of fragmentation, the industry is finally unifying around shared foundations: data accuracy, identity resilience, and measurable performance.
Here are three connections to watch for in 2026.
1. AI is only as good as its data foundation
AI’s performance depends on the quality, recency, and integrity of its inputs. In 2026, marketers will recognize that the differentiator is not the algorithm itselfbut the data that informs it. As AI becomes embedded into workflows (from audience discovery to media optimization) accurate identity and privacy-safe data become essential.
Why it matters
Good datafuels responsible automation, predictive insight, and personalization that feels human. Without it, even the most advanced models will simply automate bad decisions faster.
What actions should marketers take to strengthen their data foundation?
To make AI adaptive, ethical, and aligned withreal-world context, marketers need to strengthen the data foundation beneath it. In 2026, that means taking four core actions:
When these elements come together, AI becomes more than just automation: it becomes adaptive, ethical, and responsive to real-world context.
2. Commerce media expands beyond retail
Commerce mediais no longer just a retail play. What began as retailers monetizing their data and media has evolved into a multi-sector movement uniting data, media, and transaction insights. Auto, travel, CPG, and even financial brands are launching their own media networks or partnering with existing ones to close the loop between exposure and conversion.