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Study alerts: "the biggest challenge for brands in 2026 is not AI, it's something much more important and valuable"
Business

Study alerts: "the biggest challenge for brands in 2026 is not AI, it's something much more important and valuable"

SAPO Notícias15 September 2026 at 14:59

The CX Insights 2026 study reveals that the biggest challenge for brands will not be artificial intelligence, but rather another factor considered more important and valuable. The investigation focuses on the strategic priorities that companies should face in the coming years.

According to the study, a brand's strength no longer depends solely on what it communicates, but fundamentally on its ability to transform promises into concrete and consistent experiences for consumers. This ability to deliver in practice becomes the true differentiator in today's market.

The CX Insights 2026 identifies this discrepancy between promise and experience as one of the main conclusions of the investigation, warning brands of the need to align discourse and action rigorously.

Why this matters

The study indicates that brands and companies in the region need to rethink their strategies, prioritizing consistency between promises and actual deliveries over investments in technology alone. Marketing professionals, brand managers, and business owners may be directly impacted, as commercial success in 2026 will depend less on AI tools and more on the tangible quality of the experience offered to customers.

About this summary

This is our short summary of a report published by SAPO Notícias on 15 September 2026 at 14:59; the full text stays with the publisher. In our feed it sits under Business. We currently carry 23314 items in that section.

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