As businesses step into 2026, leaders are navigating the line between between caution and greater momentum. Economic uncertainty, weakening business confidence and uneven tech adoption slowed investment and transformation decisions towards the end of 2025, but it has also sharpened focus on what will genuinely drive long-term performance moving forwards.

Below, five business leaders across industries share their focuses and predictions for the year - including smarter use of data and AI technologies, more flexible operating models, and decisions that strengthen resilience rather than chasing short-term growth

Deann Evans, Managing Director, EMEA at Shopify says:

“According to recent Shopify data, almost half (46%) of UK businesses are either avoiding major risks or being very cautious with investment. Consequently, leaders are focusing on durable, technology-driven growth in 2026 to help them optimise where they can. It means re-engineering how they work, whether that’s simplifying systems, automating decisions or creating agility at scale.”

“AI and automation are moving from efficiency to strategy, powering faster forecasting, smarter supply chains and more resilient teams. The sentiment in the UK is improving. Our 2025 Holiday Retail Report found that nine in 10 (90%) of British business decision-makers feel positive about the impact of AI-driven features in the year ahead – above the global average of 81%.”

“It is understandable that many enterprises have hit 'pause' on major projects in recent months due to uncertainty. However, stagnation in uncertain times can lead to higher costs, outdated systems, and stalled growth. This concept of ‘innovation debt’ is a warning that today's ‘safe’ choice can easily become tomorrow's cautionary tale.”

“2026 will reward enterprises that build flexibility from the start, using data to anticipate change, experiment at speed and connect innovation directly to customer outcomes. The most successful organisations aren’t chasing growth at any cost - they’re building intelligent, adaptive businesses designed to thrive in whatever economy comes next.”

Stéphane Barberet, Group Vice President & General Manager, EMEA at Docusign says:

“One overlooked but pressing challenge for businesses in 2026 is how they manage contracts and digital identities. Agreements underpin every business decision - whether hiring staff, securing suppliers, or serving customers - yet Deloitte estimates that poor contract management represents a £1.5 trillion drag on global productivity. 77% of high-performing organisations credit mature AI-enhanced contract management as critical to their success.”

“At the same time, the UK is advancing its government-backed digital identity ecosystem, including a GOV.UK Wallet and digital driver’s licence by the end of 2025. This shift creates both opportunities and challenges. On one hand, verified digital identities can reduce fraud, speed up onboarding, and cut administrative costs.

"On the other, businesses risk being left behind if they don’t seamlessly integrate with new ID frameworks or if they mishandle sensitive customer data. Our research found that 69% of organisations say identity fraud attempts are increasing, costing businesses an average of £5.4m ($7m) annually.”

“The solution is to view contract and identity management as a strategic capability. Firms that adopt intelligent agreement platforms and government-approved digital verification tools are better positioned to save costs, stay compliant, and deliver the secure and user-friendly experiences customers expect. It’s about placing trust and resilience at the very core of the business.”

Sean Evers, VP of Sales & Partner at Pipedrive says:

“In 2026, small sales teams will stop trying to compete against the technology stacks of large enterprises and will move towards a smaller and smarter approach. We’re already seeing a shift away from bloated, over-provisioned CRMs and other suites toward solutions that do more with less configuration and manual input. AI will continue to play a greater role as it improves, with its main value coming from eliminating the admin grind and surfacing insights without salespeople needing to search and question. The real winners will be those who can adapt to how they sell in this information-rich landscape.

“Small business adoption of AI needs to be reviewed sensitively in 2026. We found that customer support is a vital area where AI adoption is growing fast. Just under a quarter (23%) of companies already use AI tools, including chatbots, to support or partially replace human representatives.

"These tools bring efficiency and cost benefits, but the impact on the customer experience is mixed. Half of the companies using AI in customer service report no noticeable issues, while the other half have seen more customer frustration and disengagement. Creating positive responses to AI integration relies on strategic CX deployment, rather than an untested approach. And this is what will separate good AI deployment from bad in 2026.”

From Rachel Delacour, co-founder and CEO at Sweep says:

“Investors are increasingly prioritising companies that can demonstrate credible climate resilience: with transition plans, supply-chain visibility, and exposure to physical risks now playing a decisive role in capital allocation.”

“This is pushing leading companies to shift from static, annual sustainability reporting to continuous risk monitoring built on reliable, high-quality data. Those who move early to understand their exposure and act on it will be better positioned to manage cost volatility, secure supply, innovate, and attract both customers and investment.”

Michelle Baltrusitis, Associate Director, Community & Social Impact at Fiverr says:

“In 2026, businesses will stop resisting portfolio careers and will instead start designing for them. Leading companies will ditch their ‘no side hustle’ policies, and recognise that a model where employees are encouraged (expected, even) to build a wide array of skills alongside their main job will foster fresh ideas and higher quality work.”

“The best talent is always learning, iterating and growing - and innovating how they work. Our recent Next Generation of Work survey of Gen Z/A freelancers found 54% believe traditional employment will become obsolete. Next year, enterprises will win by helping their talent level up their skills.”