Responsible innovation: what 2026 should look like for businesses harnessing AI

B2B marketing is entering a new phase, defined not by speed or scale alone, but by responsibility, trust and more integrated ways of working.

As businesses face tighter budgets, longer sales cycles and rising customer expectations, marketers are under pressure to do more with less while maintaining impact and creativity.

With UK business investment in AI set to rise by an average of 40% over the next two years, the challenge is no longer whether to adopt AI, but how to ensure it is implemented responsibly and supports measurable, trusted outcomes.

In 2026, success will depend on how effectively organizations combine ...