As 2026 approaches, the marketing world is stepping into a new frontier ; where human connection meets machine intelligence, where creativity merges with data, and where small joys can drive large-scale growth. Kantar’s 2026 Marketing Trends report presents ten key trends reshaping the marketing landscape, based on comprehensive research and global insights.Let’s break down these pivotal trends and what they mean for future-ready brands.
1. The Rise of AI Touch Moments
Welcome to the age where AI becomes a co-pilot in everyday brand interactions. By 2026, brands that actively build AI visibility into their marketing strategy will outperform their competitors in consumer discovery and decision-making.
📊 24% of AI users are already leveraging AI shopping assistants, indicating a strong shift toward delegated, AI-mediated purchasing .The implication? Brands are no longer just marketing to people but also to the AI agents they rely on. CMOs must ensure product details, guides, and content are machine-legible and emotion-driven to stay visible in this new AI-powered marketplace.
2. AI Machines Work, Humans Decide
AI is now a gatekeeper in purchase journeys. However, while AI influences decisions, humans still define the final destination.This is ushering in the era of GEO: Generative Engine Optimization, replacing traditional SEO. If AI models don’t recognize your brand, they won’t recommend it.
🔍 3 in 4 AI users rely on AI-driven recommendations daily or weekly .To stay relevant, brands must feed models with structured, meaningful content — think: how-to videos, product comparisons, and value-driven storytelling.
3. Synthetic Data Is Redefining Audience Understanding
Synthetic data is no longer just a tech buzzword. It’s becoming an essential tool for deep, scalable audience insight.
🎯 Synthetic data can now achieve 94–95% accuracy compared to real-world data .By 2026, marketers will move past experimentation and into practical execution, building internal capabilities and partnerships to responsibly use AI-powered data augmentation.
4. Turning Creative Optimisation into Creative Intelligence
Generative AI is revolutionizing creativity not replacing it but enhancing it. It enables real-time testing, learning, and optimization, turning creative into a strategic advantage.
✨ 75% of global marketers are excited about the possibilities of GenAI for creative development .From content generation to dynamic campaign tuning, the key is blending AI efficiency with human storytelling and emotion.
5. Treatonomics: Why Small Joys Drive Big Decisions
Economic and cultural shifts have given rise to “treatonomics” — aka "little treat culture" the pursuit of small, joyful purchases as a way to regain control in uncertain times.
💎 36% of consumers are willing to go into short-term debt to afford things they enjoy .Brands need to adapt by crafting meaningful micro-moments, embracing “inchstones” over milestones such as self-gifting or celebrating small wins.
6. Experimentation as a Growth Mindset, Not a Risk
Innovation isn’t a luxury, it’s a growth engine. Brands that consistently experiment and disrupt their own categories create outsized value.
💰 Over the past two decades, disruptive brands generated $6.6 trillion in incremental value .The real winners in 2026 will be those who adopt structured, brand-led innovation and embed experimentation into their culture.
7. Smart Risk-Taking Becomes a Growth Strategy
Diversity and inclusion are no longer optional they’re growth imperatives. Consumers expect authentic representation and access, not just performative messaging.
🌍 65% of consumers value companies that actively promote diversity and inclusion, up from 59% in 2021 .Brands must align DEI strategies with clear values and real actions — both internally and externally to build lasting trust and audience loyalty.
8. Retail Media’s Next Chapter: Collaboration Wins
Retail media is booming, evolving into a central driver of shopper discovery and intent.
🛍️ Retail Media Networks (RMNs) deliver 1.8x better performance than traditional digital ads and are 3x more effective for purchase intent .Success in 2026 will depend on brand-retailer collaboration, seamless data integration, and immersive, shoppable content — especially across CTV and streaming platforms.
9. When Creator Marketing Becomes Business-Critical
Creator marketing is growing up. It’s no longer just about engagement . It’s about ROI, brand alignment, and long-term impact.
👩💻 A net 61% of marketers plan to increase their investment in content creators in 2026 .Brands must move from one-off influencer campaigns to co-created creative platforms, building deeper relationships with creators that reflect brand values and drive business outcomes.
10. Why Micro-Communities Matter More Than Mass Reach
The era of big reach is fading. Micro-communities tight-knit digital spaces based on shared interests are emerging as the most trusted and effective channels.
🌱 Brands using micro-community platforms have seen a 25% higher marketing ROI, especially in knowledge-sharing spaces like China .In 2026, authentic engagement, not broadcast messaging, will win hearts and minds.
💡 What’s Next: Your 2026 Marketing Action Plan
The common thread across all 10 trends? A shift from attention to intention.
⭐ AI becomes your daily co-pilot
⭐ GEO overtakes SEO
⭐ Synthetic data powers smarter insights
⭐ Creativity + intelligence = competitive edge
⭐ Creators shape brand perception
⭐ Communities, not audiences, drive loyalty
The future belongs to brands that think beyond technology, connect with purpose, create with empathy, and grow with intention.The 2026 marketing isn’t about doing more . It’s about doing what matters differently. Whether you’re a brand leader, creative strategist, or digital entrepreneur, these trends offer a roadmap to build resilience, relevance, and revenue in a rapidly shifting world.
So the question is: Is your brand ready for 2026?