AI has changed the face of marketing, and not just for the businesses using it. It has reshaped consumer expectations across the board, which means even businesses not deploying AI tools are feeling its effects.

According to HubSpot's 2026 State of Marketing report, which surveyed 1,500 marketers about their priorities, goals, and challenges in the age of AI, 61% say that in a marketing universe flooded with “AI slop” (low-quality, high-volume AI-generated content that lacks the human touch), brand personality and point of view matter more than ever. Nearly two-thirds (63%) say they need more unique, human-centered content to stand out.

Print’s Edge in the AI Age

That's where print has an edge. In a landscape drowning in algorithmically generated content, something physical and well-crafted cuts through in ways that AI “slop” simply can't.

Here's how marketers are keeping their marketing fresh, relevant, and effective in 2026, according to HubSpot:

75% use five or more distinct marketing channels. Use print as the anchor of your marketing mix and weave in other channels as appropriate to your audience. The channel mix that works for one business may not work for another.

85% revisit their brand identity quarterly or annually. Design trends shift. Audience needs and motivators change over time. Regular audits of your marketing materials keep everything current, and short-run digital printing makes it easy to update in smaller quantities without the cost of overprinting.

93% report that personalization improves lead generation or conversion rates. This doesn't have to be complicated. Even one well-chosen data point can meaningfully elevate response rates.

80% use AI for content creation. (But smart marketers pair it with human context and voice.) That includes refreshing and customizing print marketing materials for different audiences quickly and efficiently.

AI may be flooding the market with content, but understanding how your buyers feel and knowing how to connect with them will always be a human's job.

Savvy marketers use AI to clarify and elevate their thinking, not replace it. Combine that with a strategic marketing plan with print as the base, with the right mix of digital channels layered on top, and you have a winning combination for 2026 and beyond.