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he hype cycle is over. In 2026, AI stops being a shiny add-on and becomes marketing’s operating system—quietly orchestrating creative, media, analytics, and customer experience in the background. The winners won’t be the brands with the most models or the loudest “AI strategy.” They’ll be the ones that rebuild how they plan, produce, and measure—end to end—around intelligent workflows, governed data, and human judgment. AI’s first wave was efficiency: draft the copy, crop the video, push the email. Useful, but incremental. The next wave is anticipatory: systems that infer intent, assemble audiences, tailor creative in-flight, and shift spend in real time. Think of your stack as an adaptive loop: This is the “always-on” performance engine Huble describes for 2026—AI running like electricity, powering segmentation, content reformatting, dynamic creative, and crisis