CTRL+SHIFT: four strategic shifts for market leadership in 2026

iO presents organisations with a practical guide to AI, customer experience, growth and technology.

December 9, 2025

Leading digital agency iO has translated 20 years of expertise and 1,500+ brand partnerships into the strategic guide 'CTRL+SHIFT playbook', designed for organisations looking to lead the way in 2026.

Based on client insights and technology and marketing developments, iO identifies four strategic shifts organisations can make to succeed in 2026:

Shift 1: From AI exploration to AI implementation. Stop AI experiments without results. Successful organisations link AI to real business problems and build concrete solutions that make an impact.
Shift 2: From scattered touchpoints to streamlined journeys. Customers expect a consistent experience across all touchpoints. This requires insight into their motivations, not just their clicks.
Shift 3: From maintenance mode to market leadership. Focus on business automation and operational excellence in 2026 to eliminate repetitive tasks, giving teams more space to concentrate on strategy and growth.
Shift 4: From technological friction to technological flow. Every day, your technology slows down your organisation's agility, and competitors get closer to your customers. Successful organisations focus in 2026 on building modular systems where new features and integrations can be launched quickly.

2026: Take CTRL and SHIFT

"In 2026, every positive experience customers have with any brand instantly raises the bar for every other brand," says Pieter Janssens, CEO of iO. " The most successful brands we work with at iO aren’t trying to predict what customers will want in 2026. They’re building processes, systems and cultures that can adapt to whatever customers want, whenever they want it."

The CTRL+SHIFT playbook of iO offers practical advice and action plans for each shift: what to do now, what to tackle next quarter, and how to achieve measurable progress within a year.

The CTRL+SHIFT playbook is available for free download at iodigital.com/ctrlshift.

Practical insights in AI, CX, growth and technology

In addition to the guide, iO is running six webinars led by senior experts. These webinars form part of the CTRL+SHIFT series, in which iO provides strategic and practical guidance on AI, CX, growth and digital challenges that will be top priorities in 2026. The first webinar, on setting up an efficient content production process, is available to view on iO's website. The next webinar on GEO (Generative Engine Optimisation) is scheduled for 21st January 2026.

About iO

iO is one of Europe's leading digital agencies and home of ambitious people, organisations and brands.

Since 2005, we deliver marketing that performs, content that connects, and platforms that scale - all seamlessly integrated across data, media, AI, infrastructure and digital operations.

With more than 2,000 experts across 12 campuses in Belgium, the Netherlands, Sweden, Denmark, and Bulgaria, we help brands such as Audi, Brussels Airport, Efteling, Lidl, Philips, and AkzoNobel to transform their digital experiences. iodigital.com