AI has been the headline act for a few years and will continue to shape 2026. Businesses in almost every sector now rely on some form of machine learning or automation. Industry surveys indicate that more than half of companies have already integrated AI into their customer service or data analysis processes. The shift is steady and shows no signs of slowing.

The focus for the coming year is learning how to work alongside these tools. You don’t need to become an expert. You only need to understand the basics of how data flows, how automation can support daily tasks and how to spot opportunities to save time.

A good first step is reviewing the tools you already use. Most software platforms now include built-in AI features that users rarely interact with. Set aside an hour to explore them. Select one feature and master it thoroughly. Minor improvements add up quickly and help you adapt smoothly as digital changes continue to evolve.

Sustainability continues to rise in priority for both businesses and consumers. Government regulations are tightening, and people are becoming more aware of the impact their buying choices have on the planet. Several recent surveys show younger consumers are especially selective, favouring brands that publish transparent environmental reports.

Businesses are responding by reviewing their supply chains, packaging, and long-term resource use. Individuals are moving towards a ‘repair’ culture, second-life products and reducing unnecessary waste. These changes are expected to become more common in 2026 and beyond.

To prepare, start with one small action. Reduce your energy use at home or in the workplace. Choose products from companies that clearly outline their environmental efforts. If you run a business, review any area where materials or energy are being wasted. Minor adjustments now prevent bigger issues later on.

Since its launch, PMAX has evolved from a shiny experiment into the backbone of Google Ads automation. Over the past year, Google has refined how its machine learning interprets data, from smarter bidding logic to better cross-channel attribution.

The most significant change is context. Google’s AI now gives greater weight to first-party data and audience intent signals. Marketers who used to micromanage keywords and placements now guide strategy through data quality, creative variety, and structured goals.

The old model of set and forget no longer works. The machine needs time to learn, but it also needs guidance. Small, gradual changes such as adjusting target ROAS in small increments or testing one creative asset at a time, help stabilise learning while allowing growth.

Think of Performance Max optimisation as a balancing act. The algorithm handles the maths, but human intuition still decides what data it receives and how success is measured.

When it comes to creative assets, PMAX is more visual, dynamic, and discerning than ever. Gone are the days of repeating a single ad format and expecting success. Google’s latest updates prioritise diversity and quality across every asset type: video, image, headline, and copy.

The rule is simple… variety feeds the algorithm. Upload several headlines, descriptions, and visuals that reflect different tones and stages of the customer journey. This allows the AI to test combinations and find which pairings convert best.

Short-form video is now non-negotiable. Anything between six and fifteen seconds is prime real estate across YouTube and Discover. Short, branded clips or product demos can dramatically boost exposure even if video production feels intimidating.

Consistency in voice matters too. While the system manages placements, the creative must sound human. Real emotion, humour, or storytelling still outperform sterile, keyword-heavy scripts. Automation may handle delivery, but audiences still connect through personality.

Regular updates are essential. Swap out low-performing assets every few weeks and track which visuals or phrases perform best.