How AI is going to shape 2026’s hottest new marketing trends

From AI agents and algorithm-driven recommendations to inclusive innovation and micro-community engagement, the report outlines 10 pivotal shifts that will challenge brands to balance cutting-edge tools with authentic human connection. 

“[The year] 2025 taught the industry new tech fundamentals, proving that technology like Generative AI can help marketers understand people better and make smarter decisions to drive growth and value for their brands,” comments Jane Ostler, Chief Insights Officer at Kantar. 

“Now, AI agents, algorithm-driven recommendations and GenAI search are fundamentally changing how people interact with the world around them.” 

Among the trends that will shape 2026: 

AI agents at scale 

Some 24% of AI users already leverage an AI-powered shopping assistant. As people increasingly brief agents to sound out products and influence what they buy, brands will need to actively serve these non-human consumers while continuing to persuade and entertain humans through traditional channels. 

Human connection through machine selection 

If the model doesn’t know you, it won’t choose you. In 2026, the CMO’s job will be to make sure their brands are present in the content that AI models learn from. That way, when people ask for a recommendation – be it a recipe, how-to guide or review – the right brand appears. This will require a focus on Generative Engine Optimisation (GEO) as part of their marketing strategy: the strongest brands will be those that shape the story AI is telling. 

Synthetic data, augmented audiences 

Augmenting audiences with AI will deepen marketers’ understanding so they can strategise more effectively, but this will strongly depend on data quality. The year 2026 will see technologies like digital twins evolve, as well as the rapid integration of text, voice, image and virtual reality (VR). To get ready, the organisations will need to develop robust capabilities, strong guardrails and work with trusted partners. 

Transform creative optimisation into creative intelligence 

With 74% of marketers excited about GenAI according to Kantar figures, the next step is using it where it counts. CMOs need to test and learn to ensure their creative captures attention, stirs emotion and affects purchase intent. That requires high quality, trained datasets for creative effectiveness and a human touch to bring authenticity. 

Treatonomics (‘little treat culture’) is about injecting optimism and control through small pleasures. With major life milestones out of reach or undesirable, people mark ‘inchstones’ just to have something to celebrate. In fact, 36% of people would go into short-term debt to spend on things they enjoy (Kantar data). CMOs should ask if their brands are meeting consumers where they are, so they can create joy through everyday moments. 

Concludes Ostler. “The brands that thrive in 2026 will be those that use technology to drive creativity, inclusivity and growth – but don’t lose sight of what makes them different.”