Amid volatility, global digital business leaders are looking ahead to resourcefully capitalize on growth opportunities. Digital channels now account for an average of 38% of their organization’s revenue, per these leaders. They’re leaning into discipline and creativity to plan and budget for 2026, including where to invest (think AI strategy, skills, and monitoring, also data and experience orchestration) and where to reduce their spending (think underutilized tech, agreements that need right-sizing, etc.). They will also allocate funds to strategically experiment in areas where they must learn, from the business impact of AI agents to customer-facing genAI, synthetic data, and “zero-base” digital products.