The Internationalist’s 2026 AI for Better Marketing winners span industries as diverse as consumer electronics, automotive, financial services, travel, health, retail, and B2B commerce. Yet despite their differences, several common themes emerged during the judging process.
Rather than focusing primarily on automation or content generation, the strongest entries used artificial intelligence to better understand people, anticipate needs, and create more meaningful experiences.
TREND #1
From Audience Segmentation to Human Understanding
For decades, marketers relied on demographic categories to identify potential customers.
Many of this year’s winners focused instead on understanding what people were experiencing.
Samsung identified emerging demand before consumers entered the purchase funnel. Audi recognized life-stage transitions that often precede vehicle purchases. Taishin Bank used AI to identify signals of diligence and perseverance hidden within everyday behaviors.
The strongest examples demonstrated that AI can help marketers move beyond audience categories toward a deeper understanding of human motivations and circumstances.
TREND #2
Recognizing Signals That Were Previously Invisible
Several winning initiatives used AI to identify patterns that traditional marketing tools would likely miss.
Cathay Pacific focused on moments of hesitation during travel planning. Amazon Global Selling identified different levels of readiness among entrepreneurs considering international expansion. Nestlé used AI to understand changing information needs throughout the parenting journey.
Together, these examples illustrate AI’s growing ability to interpret signals that help marketers respond with greater relevance and precision.
TREND #3
Strengthening Relationships Through Personalization
Personalization has long been a goal of marketing, but this year’s winners suggest a shift toward more meaningful forms of engagement.
Shell V-Power used AI to create individualized Formula One fan experiences, while Stresstabs explored new forms of interaction through personalized digital companionship.
In both cases, AI helped transform communication into participation and engagement.
TREND #4
The Rise of Creative Infrastructure
One additional theme emerged beyond the campaign entries themselves.
As organizations use AI to create larger volumes of content, maintaining quality, consistency, and effectiveness becomes increasingly challenging.
For this reason, The Internationalist awarded Zuuvi a Special Recognition for Creative Infrastructure Innovation. This recognition highlights a growing area of marketing practice that helps organizations scale creative excellence while preserving brand integrity.
LOOKING AHEAD
The winners of this year’s AI for Better Marketing Awards suggest that artificial intelligence is entering a new phase.
The strongest applications are no longer focused solely on generating content or increasing efficiency. Instead, they are helping marketers better understand the emotions, motivations, behaviors, and circumstances that influence human decisions.
In doing so, AI is expanding marketing’s ability to create relevance, build relationships, and deliver value for both brands and customers.
Explore the Winners
Platinum
Gold
Silver
Special Recognition: Creative Infrastructure Innovation
