New York, January 12, 2026 – Artificial intelligence is no longer a promise and it has become a defining force reshaping the job market, sales and the way companies operate. As technology advances, leaders must rethink productivity, engagement and performance in an increasingly data-driven, yet people-guided environment. In 2026, this shift is expected to accelerate even further.
With this trend in mind, executives from Pipedrive, the easy and effective sales CRM for small businesses, share key predictions for 2026. Their insights anticipate changes in the relationship between humans and machines, in leading distributed teams and in using AI as a strategic ally. The projections point to a future where well-being, autonomy and impact outweigh hours worked, while AI increasingly acts as a co-pilot in sales, training and decision-making.
Here are Pipedrive executives’ predictions for 2026:
AI will impact autonomy, well-being and performance in the workplace
Tanya Channing, COO at Pipedrive, believes that in 2026, the most successful workplaces will be those that balance autonomy with AI-driven support. The definition of productivity will shift from “time spent” to “impact created”, with well-being and performance becoming strategic priorities.
“Finding the right balance between AI and human influence will be critical for business success. Data from Pipedrive shows that 47% of current AI users do not plan to expand their adoption. However, teams that combine hybrid models with meaningful AI usage have experienced stronger recovery and performance gains. Ultimately, the most successful leaders will understand that technology and humanity must advance together,” says Channing.
Quality will define marketing for SMBs
“In 2026, marketing for SMBs will need to place quality at its core. Whether in media buying, creative production or SEO content, quality will be the key differentiating factor,” says Steven Quach, CMO at Pipedrive.
For leaders and their teams, deeply understanding their core customer and maintaining clarity in brand positioning and messaging will remain essential. Marketers will succeed not by chasing trends, but by using technology to sharpen their focus, reaching the right audiences with clearer positioning and more precise messaging. Precision and clarity will outweigh mere presence.
AI will continue evolving from a set of isolated tools into a central component of modern marketing operations. Data from Pipedrive reveals that three out of four (75%) marketing managers have already adopted AI. While that is significant, the most successful teams will operate with a hybrid model, allowing AI to handle repetitive tasks, accelerate workflows and uncover insights, while people focus on strategic, creative and emotionally intelligent work that truly drives results.
AI will become a co-pilot in 2026
“The next 12 months won’t be about how many AI agents a company can deploy compared to competitors,” says Agur Jõgi, CTO at Pipedrive. “Instead, it will be about thoughtful and tactical deployment in everyday operations, using emerging technology with clear purpose. The ‘why’ behind automation will define success. Companies that use AI to empower people, rather than replace them, to deepen creativity and strengthen customer relationships, will grow faster and smarter.”
For sales teams, AI will increasingly serve as an essential co-pilot. “AI can automatically send personalized follow-ups, score and prioritize leads based on conversion likelihood and update CRM data without manual input. Companies that master the pace of adoption, balancing speed with sound judgment, will shape the next wave of sustainable innovation,” he adds.
Technology leadership will also need to evolve. The partnership between humans and machines will be central in 2026 and successful CTOs will carefully align human expertise and automated workflows toward shared objectives.
AI will help sales teams eliminate tasks and surface valuable insights
Sean Evers, VP of Sales and Partner at Pipedrive, believes that in 2026, small teams will stop trying to compete with enterprise-level technology stacks and instead adopt a leaner, smarter approach.
“We are already seeing a shift away from overly complex CRM systems and software suites toward solutions that deliver more value with less detup and manual data entry,” says Evers. According to him, AI’s greatest value will lie in removing administrative burdens and proactively delivering insights without salespeople having to search for them. The real winners will be those who adapt to selling in an increasingly information-rich environment.
“The adoption of AI by small businesses will require careful evaluation in 2026. Our data shows that customer service is one of the fastest-growing areas for AI use. While these tools drive efficiency and cost savings, their impact on customer experience remains mixed. Positive outcomes depend on a clearly defined CX strategy, not adoption without testing,” Evers notes.
The power of data will strengthen in 2026
Evers also predicts the potential emergence of a unified GTM platform, a consolidated solution that integrates currently fragmented tools into a simpler, more intelligent ecosystem. Data has moved from being a ‘nice to have’ to being mission-critical. Both salespeople and leaders must become fluent in data – not just generally comfortable with technology, but truly capable of using insight to guide decisions.
About Pipedrive
Founded in 2010, Pipedrive is the easy and effective sales CRM that drives small business growth. Today, Pipedrive is used by revenue teams at more than 100,000 companies worldwide. Pipedrive is headquartered in New York and has offices across Europe and the US. The company is backed by majority holder Vista Equity Partners, and Bessemer Venture Partners, Insight Partners, Atomico and DTCP. Learn more at www.pipedrive.com.
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