As 2026 approaches, the marketing world looks unrecognizable. It ushers in a plethora of challenges, new tools, and opportunities. Emerging technologies, shifting consumer behaviors, and the growing influence of AI are reshaping how companies build connections, make decisions, and drive growth.
Understanding the forces that will define the year ahead has become essential for marketers and business leaders.
Kantar, a marketing data and analytics company, has identified ten key marketing trends set to shape 2026, offering an overview of where the industry is heading and what will matter most.
1.AI agents at scale: With 24 percent of AI users already relying on AI-powered shopping assistants, consumers are increasingly delegating product discovery and decision-making to digital agents. In 2026, brands will need to optimize for these non-human “shoppers” while still engaging people through traditional channels.
- Human connection through machine selection: With 3 in 4 AI users relying on AI-driven recommendations, brands risk invisibility if models don’t “know” them. In 2026, the CMO’s must ensure their brands are present in the content AI models learn from. That way, when people ask for a recommendation, the right brand appears. This will require a focus on Generative Engine Optimization (GEO) as part of their marketing strategy.
3.Synthetic data, augmented audiences: In 2026, synthetic data will move from hype to practical use, helping marketers build deeper audience understanding, but only if the underlying data is high quality. Technologies like digital twins and multimodal AI (text, voice, image, VR) will advance quickly, pushing organizations to strengthen internal capabilities, establish clear guardrails, and rely on trusted partners.
4.Transform creative optimization into creative intelligence: With 75% of marketers excited about GenAI, 2026 will shift the focus to the quality of training data powering automated creative decisions. CMOs need to experiment now to ensure AI enhances creative effectiveness and ultimately drives brand growth.
5.Enjoy each day with a treat: The rise of “Treatonomics” (‘little treat culture’) reflects a shift toward finding optimism in small, everyday pleasures. With major milestones feeling out of reach, people are celebrating “inchstones” instead, and 36 percent would even take on short-term debt to enjoy these moments. CMOs should consider whether their brands are meeting consumers in this mindset, creating joy through simple daily experiences.
6.Experiment to accelerate: Innovation has been a powerful value multiplier, disruptor brands have generated $6.6 trillion over the past two decades yet playing it safe in 2026 will limit future growth. Brands will win by making experimentation the norm: encouraging smart risk-taking, giving teams room to explore, and rewarding structured testing.
7.Brands at the crossroads: Inclusive marketing is expansive marketing, and its importance is rising. Today, 65 percent of people value brands that promote diversity and inclusion, up from 59 percent in 2021. In 2026, leading brands will move beyond performative messaging and invest in inclusive innovation, culturally fluent programs, and genuine representation inside and out.
8.The growth of Retail Media Networks (RMNs): RMNs are becoming central for reaching shoppers, with a net 38 percent of marketers planning to increase investment in 2026. RMNs are performing high, delivering 1.8x better results than digital ads, and nearly 3x better purchase intent. In 2026, brands and retailers will need to collaborate closely to build consumer-focused campaigns.
9.Time for creators to earn their place at the effectiveness table: With a net 61 percent of marketers planning to increase creator investment in 2026, the pressure to prove ROI and brand-building impact is rising. Coherent, cross-channel ideas are now 2.5x more critical to campaign success than a decade ago, yet only 27% of creator content strongly connects to the brand. In 2026, brands must shift from one-off creator posts to long-term creative platforms that align brand narratives with creator-led content.
10.Micro-communities, a major force in social media marketing: As algorithmic feeds increasingly reward generic, sales-heavy content, people are gravitating toward smaller, more meaningful micro-communities. In this landscape, authenticity and relevance will drive stronger engagement than sheer reach. Brands will succeed by delivering real value and showing up consistently in ways that genuinely align with people’s interests.
