If 2025 was the year of experimentation, 2026 is the year of radical integration. We are no longer talking about the «future»; rather, something that began and will eventually be consolidated in 2026.
Consumers use AI as part of their daily routine And there seems to be no doubt that this use is part of a truly great revolution, which, although it has been growing slowly, will now, in the marketing of 2026, only consolidate and evolve in a more forceful manner.
As at the beginning of every year, here is some research on what I consider to be the digital marketing will pivot in this new year that is coming.
I. Technology and the new quest
Technology is no longer a support tool for become the principal agent for the purchase Or at least that is what our friends at LLM will attempt to do.
Naturally, this has an impact on all sectors, and although it is true that at the moment these agents do not surpass human insight, It is worth keeping an eye on them, because the future will be built with them.
1. The era of Agential AI (A2A Marketing)
This is undoubtedly the most disruptive trend of 2026.
Marketing is beginning to undergo a transformation from Human-to-Human (H2H) to Agent-to-Agent (A2A) Or at least that is the grand promise of artificial intelligence and its followers.
Although the truth is that, according to Gartner, humans beat AI hands down in terms of adaptive capacity and proactivity, it is advisable for brands to be visible in LLMs in order to be prepared for the future.
The battle for visibility in AI mentions will be fierce. The sooner we start, the better.
You are interested in: Selling on ChatGPT and Zero Click Search: how to survive the age of AI Overviews
2. From SEO to GEO (Generative Engine Optimisation)
The goal is no longer to rank first in a list of blue links., but rather be the source cited in the response generated by the AI (ChatGPT, Gemini, or Perplexity).
What used to be just SEO now has to be combined with this ability to be cited and gain brand visibility, as this will be the great refuge from the widespread depersonalisation that is coming our way.
I think you might be interested in this article about Brand relevance in the world of AI, In it, I explain how and why the goal of LLMs was never to drive traffic to the web, but rather to gain visibility and operate within them.
You are interested in: How can we measure brand impact in AI mentions?
3. Predictive hyper-personalisation
| Traditional customisation | Predictive hyper-personalisation |
|---|---|
| React | Anticipate |
| Large segments | Unique individual |
| Historical data | Data + context + AI |
| Generic message | Exact message, exact moment |
Thanks to the real-time data processing, Brands no longer react to user behaviour, but anticipate it.
The trend is clear: offer the product before the customer consciously knows they want it., based on predictive patterns and not just browsing history.
4. Voice Search 2.0 (Conversational)
With the massive improvement in voice assistants and the arrival of new smart glasses, searches are longer and more natural.
Keywords («restaurant madrid centre») are dying out in favour of conversational queries: «find me a quiet place to have dinner tonight that has vegan options».
And in principle, voice assistants return a response.
5. Synthetic data for privacy
Faced with strict privacy regulations, companies are beginning to use «AI-generated »synthetic data" to train its marketing models.
This allows you to simulate realistic purchasing behaviour without compromising the personal data of any real user.
II. Consumer Behaviour
The psychology of purchasing has been adapting for years to a context of economic uncertainty and digital saturation, non-digital saturation, and saturation in general.
In fact, people are starting to become very tired of the posturing, perfection, and even aspiration. We are more motivated by what inspires us, what is real.
6. Treatonomics: the economy of small indulgences and affordable luxury
Faced with the difficulty of large long-term investments (such as housing or new cars), consumers spend their money on small affordable luxuries that provide immediate gratification.
From the perspective of brands that sell pleasure, it is an opportunity to understand the essence of the trend: in social media, virality, social commerce, self-care; in marketing, working on moments of simple consumption versus unattainable aspirations.
When you cannot plan for the future, the immediate is rewarded.
Take note.
7. Searching for the truth without filters
Although it may seem paradoxical, there is a growing rejection of the synthetic perfection of AI.
The human eye now values the «ugly», the blurred and the improvised as a sign of authenticity. Brands that show the real «behind the scenes» generate more trust than productions study.
Users seek authenticity, shunning AI fraud and half-truths, and this must be taken into account in productions and messages to the audience.
8. The consumer phygital fluid
The boundary between online and offline has completely disappeared (not in 2026, but a long time ago).
The customer of 2026 expects to buy on social media or e-commerce and return to a physical shop without friction., as is logical. Nobody understands why you would buy digital and not be able to have offline support, or vice versa.
However, many brands have yet to process this market consolidation.
The unification of inventories and Customer relationship management (CRM) databases are essential for survival..
9. Cynical privacy (value exchange)
A few years ago, you might have put a PDF download on your website and everyone would have rushed to download it.
Forget about that.
Users already know that their data is a bargaining chip, that «if it's free, then I'm the product."«They already know it by heart.
Therefore, ensure that the downloadable content you offer in exchange for data is a high-value content. Furthermore, now that privacy is valued more than before, there will be more friction than there was years ago.
10. JOMO: the joy of missing out
Facing FOMO (Fear of Missing Out), the JOMO (Joy of Missing Out).
Experiences that promote digital disconnection, Silence and mental calm are becoming highly sought-after luxury items.
I like to think of travel agencies dedicated to JOMO. and retreats, but although it mainly applies to travel, it would be good to think about what other sectors it might make sense in.
A cup of coffee, and enjoy yourself.
III. Content and social media
In 2026, social media trends are entirely moderated by massive fragmentation and the mix of generations and content across all networks.
People in their forties use TikTok and young people continue to make the most of Instagram. The lines are becoming increasingly blurred, and it makes no sense to target an audience on a specific social network.
11. «Search Everywhere»: the fragmentation of search
Google has lost its absolute monopoly, they say. I've been hearing it a lot and I still can't quite believe it.
Gen Z uses TikTok to search, That's true, but let's not fool ourselves, Google is still king and I think it will remain so for many years to come.
It is true that users increasingly search for what we need in a specific place: an answer in ChatGPT, a recipe on TikTok, a tutorial on YouTube, but everything appears on Google.
In addition, with the integration of Gemini into its ecosystem, I believe that this fragmentation will gradually become more concentrated.
12. Lo-Fi content as standard
Videos recorded with a mobile phone, with no apparent professional editing and using natural light, have better conversion rates than polished advertisements.
Low fidelity is now perceived as synonymous with high trust and closeness.
Stop showing off.
13. The revival of the long format
It seems counterintuitive, but given the flood of 15-second micro-videos, there is an unmet demand for depth. The 20-minute video essays on YouTube and dense analysis articles are experiencing a second golden age.
14. LinkedIn as a B2C platform
LinkedIn is no longer just an online CV. The algorithm is rewarding personal and lifestyle content («human to human»)..
Consumer brands are entering this market to attract professionals with high purchasing power in a secure environment (brand safety); but advertising remains extremely expensive and The tests we have carried out are not entirely encouraging.
However, contrary to this new sense of human-to-human, I believe it is a good place to gain authority in the long term, and I suspect that They will return to the basics.
Be relevant on LinkedIn.
15. Micro-communities («Dark Social»)
Massive reach on open networks is becoming increasingly expensive and inefficient.
The real conversation has moved to closed spaces.: WhatsApp groups, Discord servers, and broadcast channels. Creating and nurturing these private communities is the most powerful retention strategy of 2026.
We have seen it work this year with several clients, especially those with an important emotional background.
If your brand has purpose, it is a path worth exploring.
IV. Strategy and business
In this section, I want to discuss how companies are restructuring their investments and teams this year and how certain technological changes are affecting this shift.
16. The ultimate purpose of third-party cookies
Now it is an inescapable reality.
The number one priority for 2026 is the recruitment of First-party data (own data)).
If your company does not own its email and telephone database, it is digitally vulnerable. It is important to understand that you must protect yourself from third parties: Google, Meta, ChatGPT, etc.
What builds foundations is the brand, and it will be the last refuge for the business.
17. Internal influencers (Employee Advocacy)
People trust people, not corporate logos.
The winning strategy is to enhance the personal brand of your own employees. (technicians, founders, salespeople) so that they are the ones who communicate the company's values.
Since we implemented this in our own agency, we have seen an increase in service requests, so I can tell you first-hand that it works.
Now, without going overboard, do not forget who your real customer is.
18. Retail Media Networks (RMN)
Online shops (such as Amazon or large supermarkets) have become the new advertising giants.
Brands are shifting social media budget to advertise directly at digital points of sale, where the intention to purchase is highest.
Or, in other words, There are increasingly more performance marketing positions than brand managers., especially in medium-sized companies.
We all need an income, and it is not enough to be the guardian of corporate colours.
19. Verifiable and traceable sustainability
The greenwashing is socially and legally penalised. By 2026, sustainability claims must be backed up by traceable data (often via blockchain). Consumers demand to scan a code and see the actual carbon footprint of the product.
No cheating, either do it or don't, but don't do it halfway.
20. Profitability over growth
The era of start-ups burning through cash to grow at all costs is over.
The Chief marketing officers (CMOs) are now measured by profitability and immediate return on investment (ROI)., prioritising the retention of current customers over the mass acquisition of new ones.
As I mentioned earlier,
