What will AI actually change for marketers this year? Paul and Martin share their predictions for 2026 — from agentic Chrome to buying products without ever seeing them.
Welcome to the first episode of 2026. Paul and Martin deliver their annual predictions, covering everything from Google's inevitable agentic browser launch to the rise of in-chat purchasing, advertising inside AI conversations, and whether agency headcount will survive the year. This episode cuts through the hype to focus on what marketers should genuinely prepare for — and what they can safely ignore.
Key Takeaways
- Agentic browsers are coming: Google will likely launch a Gemini-powered agentic Chrome experience in 2026, following Perplexity's Comet and Claude for Chrome. Marketers who learn to brief browser agents now will unlock significant productivity gains.
- GEO interest will surge: Generative engine optimisation will become a mainstream concern as AI chatbot referral traffic grows. Expect platforms to develop better measurement tools, though the fundamentals of quality content remain unchanged.
- No major model number jumps: Neither OpenAI, Google, nor Anthropic will release GPT-6, Gemini 4, or Opus 5 this year. Instead, expect incremental improvements focused on computer use and agentic capabilities.
- In-chat purchasing arrives: Google's Agent Payments Protocol and Microsoft's Copilot Checkout signal that buying products directly within AI conversations will become standard by year-end.
- Ads enter AI chatbots: OpenAI is already testing ad formats internally. Expect sponsored content within conversational AI, though platforms must tread carefully to preserve user trust.
- Anthropic launches agent pricing: A dedicated agent subscription plan for teams — potentially $2,000+ per month — will emerge as the major AI labs seek higher-value enterprise revenue.
- Meta productises Manus: Following Meta's acquisition, expect agentic customer service bots via WhatsApp and Messenger, capable of handling orders, returns, and bookings.
- UK agency headcount may fall: The IPA's agency census showed 26,787 employees in 2024. Increased efficiency through AI could reduce that figure, though demand for AI-literate talent will grow.
What to Do Now
- Practice with browser agents: Try Claude for Chrome or Perplexity Comet now. Document your repetitive tasks step-by-step to prepare for more capable agentic tools.
- Track AI referral traffic: Monitor traffic from ChatGPT, Gemini, and Perplexity in your analytics. Even 1% today will grow significantly.
- Prepare for in-chat commerce: Ensure your product information is machine-readable with clear names and structured data that AI can parse and recommend.
- Budget for AI advertising: Reserve experimental spend for AI chatbot ad formats as they launch — early movers may find arbitrage opportunities.
- Focus on first-party data: As AI assistants build deeper user profiles, your own customer data becomes more valuable for personalised campaigns.
Mentioned in This Episode
- Platforms/Features: Claude for Chrome, Perplexity Comet, Claude Cowork, Google Agent Payments Protocol, Microsoft Copilot Checkout, Manus, Do Anything
- Companies: Google, Anthropic, OpenAI, Meta, Microsoft, PayPal, Shopify, Stripe, DeepSeek
- References: IPA Agency Census 2024
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