This is how marketing will change in 2026: artificial intelligence, real diversity, and retail networks

Kantar has published its «Marketing Trends 2026» report, which analyzes the ten factors that will transform marketing in the coming year. From the integration of artificial intelligence to the need for genuine inclusion, the study offers a roadmap for brands to grow in an increasingly complex and competitive environment.

1. Change Agents: From User to Virtual Assistant

24% of AI users already employ assistants for their purchases. Brands will need to optimize their strategies to influence not only human consumers but also the algorithms that mediate their decisions.

2. Presence in the AI ​​Narrative

Optimization for generative analytics (GEO) is becoming key. Brands that are not represented in the content that feeds AI models will be excluded from automated recommendations.

3. Synthetic Data and Digital Twins

The use of AI-generated audiences and digital twins will improve planning, provided that data quality and collaboration with reliable partners are guaranteed.

4. AI-Based Creative Intelligence

GenAI must evolve from simple optimization to a tool that enhances creative effectiveness, always under human supervision.

5. «Treatonomics»: Consumption for Pleasure

36% of people would be willing to go into debt to treat themselves to small indulgences. Brands must connect with this type of emotional, everyday consumption.

6. Innovate or Stagnate

Despite the usual rhetoric, many companies don’t take real risks. Those that commit to brand-led innovation will be able to unlock sustained growth.

7. Inclusion as a Growth Driver

65% of consumers value diversity in brands. By 2026, inclusion must translate into real action and genuine representation, not just advertising messages.

8. Retail Media Networks on the Rise

Retail Media Networks offer up to three times better results in purchase intent than traditional digital formats. Increased investment and greater data integration between brands and retailers are expected.

9. Content Creators with Measurable Impact

61% of marketing professionals plan to increase their investment in creators, but only 27% of the content is aligned with the brand. By 2026, long-term creative partnerships will be prioritized.

10. Micro-Communities with High Engagement

Social media saturation is giving way to smaller but meaningful spaces. Brands will need to generate tangible value and connect with specific interests to achieve authentic engagement.

Source: www.marketingnews.es