AI will influence users’ purchasing decisions in 2026
Intelligent agents capable of searching, comparing prices, and paying on behalf of the consumer will eliminate the ‘click’ of online purchases.
Incubeta, the global digital marketing agency that helps companies grow with comprehensive solutions in data, technology, media, and creative strategies, has released its new predictions report for 2026, identifying the major changes that will shape the immediate future of the digital ecosystem. The study positions artificial intelligence as the central axis of a new scenario in which marketing becomes a strategic infrastructure for growth.
In 2026, digital marketing will enter a new structural phase. It’s no longer just about automating processes, but about profoundly transforming the relationship model between companies, technology, and consumers. AI is transforming every aspect of the sector, and therefore the best strategy is to establish a solid foundation to continue building, optimizing, and growing over time.
Increasing preparedness is becoming non-negotiable for companies, making it absolutely essential to develop a clear vision of what is working, what isn’t, and what changes need to be prioritized for future success. In this new «age of agents,» assistants not only inform but also negotiate, recommend, and execute purchasing decisions on behalf of the user. Among the report’s predictions are:
Being «the answer» for AI
The consumer journey is shrinking. AI-powered searches offer immediate answers, reducing interaction time with customers. According to the report, users no longer explore multiple sources but expect direct solutions. Instead of browsing, they ask AI systems directly, and the «path» to purchase disappears, giving way to instant decision-making. The challenge for 2026 will be to be «the answer,» not just the destination.
A new paradigm in audience measurement
How user behavior is studied is another major change we can expect this year. With the end of cookies and increasing limits on the collection of personal data, tracking internet users individually is no longer viable. Instead, advanced statistical systems, such as Marketing Mix Modeling (MMM), will become prevalent, capable of measuring which investments actually generate economic growth. Furthermore, new metrics will emerge to determine whether a brand is visible within AI responses.
How to Stand Out in the Era of Infinite Content
Standing out will become increasingly difficult. According to the report, creativity will cease to be a static concept and will instead become a system that learns and evolves. Artificial intelligence can already create texts, images, and videos in a matter of seconds. This implies a virtually infinite volume of online content. Therefore, the difference will not lie in producing more, but in creating smarter content, with messages capable of automatically adapting to the context, the user, and the moment.
Ask Instead of Browsing
In this new ecosystem, visibility no longer depends on traditional SEO, but on how AI systems interpret a brand’s authority, usefulness, and reliability. Consumers have already become accustomed to interacting through direct questions. For companies, this implies a profound change in their content strategy: clear, structured, verifiable information that is easily recognized by automated systems. That will be the key to remaining relevant.
AI-Powered Buyers
One of the most disruptive developments is the rise of intelligent buying agents. These systems compare prices, evaluate options, analyze ratings, and complete transactions autonomously. So, instead of searching for «best value for money phone,» you simply ask the assistant which model to buy. What means greater convenience for the user presents a major challenge for companies: if their products aren’t properly optimized, they’ll simply stop appearing in the automatic recommendations.
Despite the prominence of artificial intelligence, the report emphasizes that the future won’t be entirely automated. The differentiating factor will continue to be human judgment: creativity, ethics, and building trust. Technology will set the pace, but human connection will remain key to standing out in an increasingly automated environment.
Agility is key, and while this new scenario allows for quick wins, Incubeta stresses that the importance lies in the long term. A structured roadmap is what drives sustainable returns and greater marketing effectiveness.
Source: www.marketingdirecto.com
