Which trends will shape marketing in 2026

In an environment saturated with information, stimuli, and brands, only those that reinvent themselves and use creativity above all else will be able to stand out. 2025 marked the arrival of major technological advances and new marketing dynamics, and 2026 is shaping up to be another transformative year.

Trends you should know

The novelties introduced last year remain this new year and will shape the new marketing trends. And yes, as you might be thinking, many of them have to do with generative artificial intelligence. But it's not the only thing. Therefore, we have gathered some of them so that you can jump on the wave and keep shining against the competition:

1. Brand creation with AI. In 2026, a key task for marketing directors will be to ensure the presence of their brands in the content used to train AI models. This is essential so that when users ask these tools, your brand can be identified as a relevant option. To achieve this, it is essential to create structured and machine-readable content. For this, we recommend reading our article on Answer Engine Optimization.
2. Agents of Change. Purchase decisions no longer always go through a prior advertisement. Many users have started using AI assistants to compare prices, filter options, and find recommendations. This has meant that this new year, agents will be intermediaries between brands and consumers, forcing companies to rethink their strategies to convince not only people, but machines. Only in this way will AI agents be able to identify your brand as preferred options.
3. Quality over speed. In a context where virtually everyone uses generative AI to create messages and images, in 2026 quality will be prioritized over quantity and speed. If everyone uses the same tools, the results will all be similar, and all companies will sound the same. Therefore, marketing professionals must avoid uniformity, train AI models, and create higher-quality content that differentiates them.
4. Treatonomics. The culture of the "small treat" is nothing more than giving a sense of optimism through small pleasures. Currently, a large part of society considers some of the major life milestones, such as having children, to be unattainable or undesirable. For this reason, they have shifted to celebrating small achievements. In fact, according to Kantar's Marketing Trends 2026 report, 92% of people expect to be able to treat themselves and 49% consider this important to improve their mood. Bearing this in mind, marketing directors must satisfy consumers' needs to be part of those small pleasures and treats. Among the strategies that brands use following Treatonomics are offering a good unboxing experience, having a shareable aesthetic for social media, and offering accessible prices.
5. Evolution of Social Media. In 2026, the importance of niche and private communities on platforms like WhatsApp will increase to generate authentic interactions and build loyalty. On the other hand, traditional social media will continue to be used but will opt for new formats to enhance the visual experience and encourage interaction. Keeping up with the changes introduced by platforms is crucial to avoid falling behind.
6. Sustainability. Sustainability is increasingly a requirement of many people for companies. In fact, according to the State of Readiness report from IAB Europe, 74% of companies consider it a critical component of their business model. Therefore, consumers will demand consistency: companies must not only be sustainable but also reflect it in their marketing and advertising strategies. It is crucial to demonstrate a positive impact on the environment and employ digital strategies that promote

In summary, the marketing landscape for 2026 is primarily shaped by generative artificial intelligence and a shift in consumer priorities. From ensuring brand presence in AI models to navigating the influence of virtual assistants, technology demands constant adaptation. But the human factor continues to greatly influence, as quality over speed and understanding new consumer needs also prevail.

Brands that can creatively balance the use of technology with an understanding of the audience's values and desires will be the ones that succeed.