Marketing at the Crossroads: Bob Liodice on AI, Authenticity, and What Comes Next

ANA’s CEO Discusses Trust, Brand Loyalty, and What Marketing Must Get Right in 2026

As marketers enter 2026, the tension between acceleration and trust has never been more visible. New technologies—especially AI—are unlocking extraordinary possibilities, yet recent consumer backlash to AI-generated advertising is reminding brands of a timeless truth: innovation without authenticity erodes trust.

That balance is exactly why the ANA chose Agentic AI and Authenticity as its 2026 Words of the Year.

In a wide-ranging Trendsetters conversation with Bob Liodice, President & CEO of the Association of National Advertisers (ANA) , we explored what these words reveal about the state—and future—of marketing.

Why Agentic AI and Authenticity

For Liodice, the pairing is intentional. AI is no longer experimental; it is becoming embedded in how marketing works. But as marketers move from automation to autonomy—where AI increasingly makes decisions—the need for human judgment, brand stewardship, and credibility becomes more critical, not less.

Recent examples of AI-generated holiday advertising that sparked consumer complaints underscored this point. The technology wasn’t the problem. The disconnect between brand voice, cultural context, and consumer expectation was.

The Return to Brand Fundamentals

At ANA’s Masters of Marketing, another theme came through clearly: brand building is back—but with renewed urgency.

Liodice emphasized the need for a common definition of brand building, one tied directly to economic value, not abstract storytelling. In a fragmented media environment, strong brands still matter—but only if marketers can measure, defend, and sustain them over time.

Culture and community are part of that equation, as is purpose. Yet purpose itself has evolved—from statements and symbolism to participation and proof.

Brand Loyalty Is Shifting—But Not Disappearing

The conversation also turned to a striking reality: many younger consumers feel little emotional attachment to brands, a trend reinforced by social media-driven discovery and constant choice.

At the same time, older consumers—particularly Gen X and younger Boomers—remain deeply brand-engaged, loyal, and economically powerful. Yet this 50+ audience is often overlooked in marketers’ pursuit of youth, platforms, and trends.

For Liodice, the takeaway isn’t nostalgia—it’s strategy. Understanding generational differences in loyalty and value perception is now essential to sustainable growth.

The CMO’s Expanding Mandate

Today’s CMO must balance brand building, performance marketing, AI adoption, talent development, and media accountability—often with limited time and increasing scrutiny.

Liodice noted that marketers’ rapid embrace of AI has modestly improved how CEOs view the role. CMOs are increasingly seen as leaders in leveraging technology for growth. Still, challenges remain—particularly around transparency in the digital media supply chain and the tools needed to measure outcomes effectively.

Talent, Learning, and the Human Edge

AI is reshaping marketing talent, especially at the entry level. While some roles may disappear, Liodice stressed that learning, mentorship, and community remain essential to developing capable marketers.

Senior leaders, in particular, must commit to continuous learning—not just to understand AI, but to translate data, guide teams, and make judgment calls that machines cannot.

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In this Trendsetters conversation, we discuss:

• This year’s Masters surfaced several themes— a return to the fundamentals of brand building, the rise of culture and communities, and purpose evolving from “preaching” to “participation.” Do you see these themes intensifying in 2026, or shifting in new ways?

• Before we talk about the year ahead, how would you characterize 2025 for the marketing industry? Beyond the obvious focus on AI, were there any events, shifts, or issues that you believe were pivotal—the kind that might reshape the discipline?

• Looking to 2026: Are ANA members expressing optimism—even in what Peter Hinssen calls a “never-normal” world of disruption, cultural fatigue, and fragmented attention? Where do you see confidence taking root?

• What are the top concerns for marketers as they plan for the year ahead? What’s keeping CMOs up at night?

• Do you believe marketing is at an inflection point—given the rapid advances in AI, increasing role complexity, and evolving expectations of how businesses contribute to society? What signals tell you we’re entering a new era?

• Are you seeing a shift in how CEOs and boards view the role of marketing? Is marketing gaining strategic influence—or still fighting for its seat at the table?

• With so much emphasis on AI, what skills and capabilities will define the next generation of marketing talent? What should organizations be investing in now?

• If you had a wish list for the marketing industry—and a limitless budget—what would you champion first? Where do you see the greatest unmet need?

• What new or expanded initiatives can we expect from the ANA in 2026? Where is the organization placing its biggest bets?

ANA’s Priorities for 2026

Looking ahead, the ANA is focused on several critical initiatives:

• Cross-media measurement through the Aquila Project
• Retail media standardization
• Brand finance and outcomes-based measurement
• Talent development in an AI-enabled world

Two themes define the year ahead: convergence across marketing disciplines and a shift from process to outcomes.

For marketers navigating a “never-normal” world, the message is clear: technology may accelerate change, but trust, clarity, and leadership will determine who wins.