Audiences are increasingly searching for signs of authentic human effort as artificial intelligence-generated content spreads across digital platforms, according to a new cultural trends report published on Tuesday by Backslash, the cultural intelligence unit serving the agencies of Omnicom Advertising.
Backslash’s annual 2026 Edges report identified six global cultural shifts that it said would shape how brands engage with consumers in the coming years. The report argues that after a surge of synthetic content, audiences are developing a sharper awareness of what feels artificial and what appears genuinely human.
The study describes the trend as a search for “Proof of Human”, with audiences gravitating toward craft, provenance and visible human effort as signals of authenticity.
“We’re entering a moment where output is cheap, but meaning is not,” said Cecelia Girr, Director of Cultural Strategy at Backslash and co-author of the report. “Technology can do more than ever before. The harder question is whether we want it to. In this next chapter, humanity itself becomes the differentiator.”
Six cultural shifts–Edges
The report outlines six cultural shifts – which Backslash calls “Edges” – that it says are likely to have long-term impact across industries and regions.
The first trend, Dark Mode, describes how people are retreating into private or niche spaces as algorithms standardize tastes and experiences. According to the report, meaning increasingly resides in unique expressions that cannot easily scale.
A second trend, Digital Friction, reflects growing interest in technologies designed with deliberate limits rather than maximum efficiency. After decades of pursuing seamless digital experiences, users are increasingly embracing boundaries and intentional constraints as a way to preserve human well-being.
The report also identifies Discomfort Zone as an emerging cultural shift, with struggle, risk and effort gaining appeal in an environment shaped by optimization and convenience. Experiences involving challenge or uncertainty are becoming desirable because they offer a stronger sense of being fully alive.
Another shift, Awakened World, highlights a renewed search for experiences that deepen awareness and break routine patterns. The report says consumers are increasingly drawn to activities that provide reflection and mental engagement rather than passive consumption.
The fifth trend, Modern Civility, reflects a renewed interest in shared norms and codes of conduct after years of declining social conventions. The report suggests that many people now view common rules as a way to restore mutual respect and reduce social fatigue.
The sixth trend, Archive Authority, focuses on growing concerns about ownership and control of digital records. According to the report, future debates will increasingly center on who decides what information is preserved, erased or made accessible online.
Experts emphasize human authenticity
Regional strategists said the emphasis on human authenticity could be particularly relevant in the Middle East.
“Culture is searching for proof of human, especially in regions where family and heritage anchor identity,” said Catherine Bannister, Chief Strategy Officer at TBWA\RAAD. She said brands face growing pressure to decide which processes to automate and which to preserve for authenticity and creativity.
Sebastian Roland, Group Head of Strategy at Impact BBDO, said the trend should encourage creative professionals.
“The fact that humanity is being put at a premium should be hugely encouraging to anyone in a creative field,” he said, adding that human creativity remains the difference between ideas that resonate and those that become background noise.
Nick Salter, Regional Head of Strategy at FP7 McCann MENAT, said the report provided early insight into shifting consumer expectations.
“In a world flooded with data, Backslash gives us nuanced cultural intelligence,” he said. “These six new Edges help us see where the human experience is shifting before it becomes mainstream.”
Backslash said the Edges framework is designed to identify cultural movements with the scale and longevity needed to help brands position themselves for future growth.
