In the UK, organisations are navigating a landscape shaped by rapid technological acceleration, evolving regulation, and increasing pressure to deliver measurable value from digital investment. Technology is no longer a supporting function but a core business capability.
The organisations pulling ahead are those moving beyond experimentation and isolated pilots, embedding data, AI, and analytics into everyday decision-making and scaling innovation with purpose. From productivity and customer experience to sustainability and compliance, the focus has shifted firmly to outcomes.
At Keyrus, we’ve identified five major technology trends that will shape innovation in 2026 — trends that UK organisations need on their radar to remain competitive, resilient, and future-ready in an increasingly global economy.
1. Generative AI is no longer an experiment: it's becoming operational
Generative artificial intelligence (GenAI) will rapidly evolve from an experimental promise to a productive, cross-cutting tool. Gartner estimates that by 2026, more than 80% of organisations will have adopted GenAI-enabled APIs, models, or applications in real-world environments, compared to less than 5% in 2023. This will transform how companies operate: automating complex processes, generating contextualised content, and performing real-time predictive analytics. The question will no longer be "What can AI do?" but rather "How can we put it to work efficiently for us?" The challenge will be to operationalise it, connect it with the right data, and measure its impact beyond mere innovation.
2. Real-time Hyper-Personalisation: A Unique Experience for Every Customer
Personalisation will cease to be a differentiator and become an expectation. By 2026, the most competitive brands will be those capable of offering highly personalised experiences in real time, using first-party data, AI algorithms, and dynamic interaction contexts.
This level of sophistication will allow for the adaptation not only of products and content, but also of channels, frequency, and tone of communication to each user. According to McKinsey, companies that master personalisation have 40% more revenue than their less advanced counterparts.
3. Robust and Scalable Data Infrastructure
Technological sophistication demands solid foundations. For generative AI and hyper-personalisation to work, organisations must invest in modern data architectures: hybrid, composable, and ready to scale.
Gartner anticipates that by 2026, companies that adopt advanced AI engineering practices and adaptive architectures will be at least 25% more agile in their ability to deploy solutions compared to their competitors. This will involve moving from stored data to available, governed data, ready to drive decisions at all levels.
4. Data as a new product: monetisation and business models
Data will no longer serve solely as an input for internal decision-making. Increasingly, we will see data becoming a product in its own right, from data-driven services to monetisation models built around marketplaces, subscriptions, or inter-company partnerships.
In 2026, the most visionary organisations will not only use data to operate more efficiently, but also to unlock new revenue streams, create shared value, and enable collaborative ecosystems.
5. Integrated and modular MarTech: efficiency, personalisation and scale
The marketing technology (MarTech) ecosystem is entering a new era, defined by integration and modularity. Forrester reports that organisations adopting composable architectures can achieve up to a 25% improvement in operational efficiency and campaign conversion.
At the same time, Gartner predicts that global MarTech spending will exceed $500 billion by 2027, driven by the need to connect data, channels, and automation in real time. The key will be building ecosystems where all tools speak the same language — that of the customer, their context, and their behaviour.
Conclusion: Turning technology trends into measurable value
As UK organisations look ahead to 2026, the challenge is no longer identifying the right technology trends but turning data, AI, and digital innovation into measurable business outcomes. From treating data as a monetisable asset to building integrated, modular MarTech ecosystems, the opportunities are significant for organisations ready to move beyond experimentation.
At Keyrus, we partner with organisations to design, build, and scale data-driven and AI-enabled strategies that deliver real value. Combining deep expertise in data analytics, artificial intelligence, cloud, MarTech, and ESG, we help UK businesses transform technology into a competitive advantage - responsibly, securely, and at scale.
The organisations that will lead in 2026 are those that embed data and AI into the heart of their operations, decision-making, and customer experience. With the right strategy, governance, and execution, technology becomes more than an enabler: it becomes a growth engine.
Keyrus supports UK organisations at every stage of their data and AI journey, from strategy and architecture to implementation and value realisation, helping them turn ambition into impact.