November’s member exclusive webinar was led by Imran Farooq, a course director at CIM, and he discussed the transformative impact of AI on marketing for 2026. He detailed the importance of understanding AI's role in shaping customer journeys, generative content, and the shift from search to conversation, as well as encouraging marketers to adapt by using AI tools effectively and the skills they’ll need for 2026.

Farooq predicted 2026 will be a pivot point for marketing, with AI transforming strategy, decision-making, and value creation. He shared his personal journey of how he came to be fully embracive of AI and achieving more in the last two years than in the previous 20 years.

The webinar’s structure took attendees through understanding the reality, response, and road ahead with AI, and aimed to provide clarity and practical models to use in 2026.

Generative content, AI agents and productivity tools

During the session, Farooq discussed prompting techniques, and the different roles AI tools can play, from text generator to idea generator. He also used examples to demonstrate where AI-generated content is becoming indistinguishable from human-generated content and showed the advancements made in AI tools like DALL-E, MidJourney, and Nanobot for image generation, character consistency, and deep thinking.

He showcased the potential for personal branding and customer engagement through using these tools and taught that refining prompts to get better results from AI tools can also decrease the issue of AI hallucinations and prevent false information. However, he also warned of the importance of being aware of biases in AI models and the role of the user in preventing bias through conscious prompting.

Farooq introduced the concept of AI agents and their potential to boost productivity through automation and no-code tools. The use of AI agents for tasks like resizing images and creating web apps, highlights the potential for significant productivity gains. He encouraged attendees to explore a variety of AI tools to stay ahead in marketing, particularly because of the rapid rate of change we are currently experiencing. 

Understanding the shifts in AI and the customer journey

We have all witnessed the recent shift in the customer journey, where AI tools like ChatGPT are replacing traditional search engines. Sensing this shift in AI and understanding the forces reshaping the marketing landscape is important for staying ahead. The reposition from search to conversation and conversion was emphasised by Farooq, with AI tools guiding users through a more efficient journey.

In the webinar, he introduced the concept of the "crocodile pattern" in SEO, where impressions increase while clicks decrease, indicating a change in user behaviour. Many believe we are moving toward a no-click future, particularly with the rise of AI agents, lots of customers will no longer be finding us through traditional search engines like Google. 

Shifting your mindset on AI 

The AI landscape moves very quickly, and Farooq explained the importance of your mindset and state in working with AI, emphasising the need to stay positive, open, and curious about the tools. When using AI, we need to be able to filter useful information, reject misinformation, and maintain a clear and confident mindset.

Farooq encouraged attendees to set big, hairy, audacious goals (BHAGs) for 2026 to drive growth and position themselves as leaders in the AI-driven world. The impact of surrounding yourself with AI explorers and forward-thinking peers was highlighted, as it can raise standards and boost confidence. Understanding and using a variety of AI tools helps to stay ahead in marketing, but we also should consider ethical concerns, quality, and transparency in AI-driven work. 

AI investment 

Most of us have probably explored some level of AI tools, but are we using it to its full potential? There is a strong need for a strategic approach, combining existing marketing strengths with AI opportunities. Throughout the webinar session, Farooq was advocating for AI investment by focusing on solving business problems and using evaluation criteria to map out high-reward projects.

Personal development and building AI skills is essential for marketers in 2026 and beyond, Farooq suggested focusing on finding use cases for AI tools, particularly for younger marketers looking to break into the industry. He encouraged attendees to look at CIM training courses for skilling up in AI and marketing, stressing the need for a comprehensive approach to AI literacy and how training can build your confidence. 

Final thoughts 

Farooq offered a comprehensive overview of how AI is rapidly transforming the marketing landscape and reinforced the urgency for marketers to adapt in 2026 by embracing both technology and a growth-oriented mindset.

If you want to master a diverse set of emerging technologies like AI, and cultivate an open, resilient approach to learning, check out CIM’s AI training courses on offer now.