Sociability, simplicity and attention: the media trends for 2026

Dentsu’s 2026 report identifies three key human truths for brands to lead in a world dominated by algorithms and AI.

Simplicity, sociability, and attentiveness are the three human behaviors that will define brand growth in a world increasingly dominated by algorithms. This is the conclusion of Dentsu’s annual media trends report for 2026, «Human Truths in the Algorithmic Era,» a study that identifies trends centered on these three human truths and offers practical recommendations for brands to navigate an environment increasingly influenced by AI.

In its sixteenth edition, the report analyzes how artificial intelligence, automation, and cultural convergence are transforming the way people discover, connect, and consume content. According to Ángel López, Chief Digital Officer of Dentsu in Spain, «Brands are increasingly being influenced by algorithms. This changing era requires rapid adaptation to avoid impacting business objectives.»

Three Human Truths for Growth in the Algorithmic Era

1: Simplicity vs. Complexity: Convenience and efficiency are essential, but brands must also surprise. This translates into optimizing search experiences, deploying agentic AI, and balancing friction and emotion in consumer interactions.

2: Sociability: Connection remains a key driver of human behavior. From online forums to streaming fandoms, communities and creators shape culture. Brands that foster active participation, shared experiences, and direct communication will achieve greater engagement and loyalty.

3: Attention: The scarcest resource in marketing is attention, so Dentsu recommends prioritizing quality over quantity, using AI-generated audiences, NextGen video formats, and new forms of entertainment, such as docuseries, gaming, anime, or micro-dramas, to achieve cultural relevance and media brand impact.

The report emphasizes that media are no longer just communication channels, but growth engines that integrate creativity, commerce, and culture. By using media as a flywheel that connects brand storytelling and consumer experience, companies can lead rather than simply adapt to the Algorithm Era.

Source: www.marketingdirecto.com