They value their privacy above all else, preferring cookieless environments and prioritising brands that align with their values. Brands that, therefore, have a clear and respectful first-cookies data strategy, that know how to harness the power of AI without losing consumer trust.
Despite all this disruption, there is one thing that has not changed for the moment, and that is that users still need answers and solutions to meet their needs. And that crucial connection can come from both a response in ChatGPT and viewing content in Sora. That is why we must build omnichannel environments.
Key trends in digital marketing
Technology is changing, and our strategies must be shaped and adapted to the new environment. Therefore, these three areas will be crucial over the next year.
Generative Engine Optimisation (GEO)
In recent years, we have experienced a collapse in organic traffic and a major change in the way users search for answers. It is no longer enough to optimise your site for search engines; users are looking for conversational experiences that combine text, images and audio.
According to Google, adapting to this means that it is no longer a question of identifying keywords, but rather of creating a library of high-quality resources (articles, videos, images, etc.) that AI can use to respond to users.
If we succeed, we will be a key ingredient in the output of generative responses. According to Kantar’s report ‘Connecting with the AI Consumer 2025’, three out of four users trust recommendations made by AI.
Creative maximalism
Content has always been king, and it remains essential that it grabs attention, is visual, emotional and easy to understand. But now, it must also be immersive because the audience is no longer passive.
The new generations are digital natives and are more than accustomed to processing a large amount of stimuli. This means that brands will have to go further and commit to rich, multisensory and dynamic content.
According to YouTube’s Culture and Trend Reports, the most effective content in 2026 will not be minimalist, but quite the opposite: sensory abundance will prevail to capture attention and generate engagement.
It also highlights that co-creation is a key factor: 34% of young people aged 14-24 have contributed to the creation of online content or projects in the last 12 months. This shows that young people continue to seek to form an identity, build a community and see their experience reflected in the content they consume.
Own Media as a strategic asset
With the disappearance of cookies, new privacy regulations and users increasingly critical of their use, brands have been working for several years to build strong first-party data environments that allow for greater personalisation.
Industry analysts predict that, in the coming years, owned media will be a major source of revenue and there will be a paradigm shift, moving away from relying so heavily on algorithms to start building strong private ecosystems, communities and loyalty programmes with exclusive content.
Therefore, we must pay close attention to personalised experiences, authentic engagement and the organic promotion of micro-communities.
User wellbeing and behaviour
In an era marked by uncertainty, consumers are increasingly fatigued by the cognitive load that comes with all the technological advances. As a result, they seek to fill that void with immediate rewards and new creative experiences that improve their wellbeing. In other words, they think about the present and postpone the future.
To this end, brands can help them along their journey by implementing micro-rewards along the way, rather than at the end of the funnel, when the user has already made their first purchase or left us their lead. It is crucial that users feel valued and experience moments of joy in the here and now, thus reinforcing their connection with the brand.
Marketing in 2026 will be shaped by people, not AI
In 2026, technology will continue to move forward at full speed, but the brands that will see success will not be the fastest, but the most approachable and human. Those that understand that users are looking for creativity, differentiation and real value in every interaction. Not a ‘copy and paste’ of prompts without any trace or differentiation.
We have experienced many changes. That is why we know that tools change and consumers evolve, but what matters is creating a connection that adds value, and this is where conversational marketing becomes crucial again, using AI to create human, personalised and contextual interactions, accompanying the user on their journey in an authentic way.
The future of marketing will continue to go hand in hand with AI, but with a clearer sense of purpose, trust and security. The brands that manage to define a narrative with AI will be the strongest, and those that fail to differentiate themselves will be left behind.
The question now is, is your marketing strategy ready for 2026?
