What should marketers prepare for this year? What trends will affect their work? What will drive consumer behaviour? We've mapped the predictions of several companies and bring you a summary of the trends for this year.
(1) Artificial intelligence will transform search
Artificial intelligence has already become a standard part of marketing and its role will continue to grow. It is fundamentally transforming the way we search for information. By 2026, the daily use of AI in search is expected to be three times higher than any other single AI tool. Deloitte predicts that nearly a third (29%) of adults in developed countries will look at least one AI-generated search summary every day, while only 10% will use standalone AI applications on a daily basis. Instead of users clicking on links and linking answers together, search will increasingly provide AI-generated summaries.
(2) Agent-based AI will drive
Agent AI, that is, AI that is capable of performing tasks on its own, will become key for businesses. It will find insights, come up with creative, prepare copywriting and visuals on its own. Estimates suggest that by 2030, the global market for it should reach $35 billion, up from the $8.5 billion projected this year. However, Deloitte predicts that if companies learn to work well with them, the market projection could still increase by 30%.
(3) Generative AI video opens up new possibilities
Last but not least, AI enables the creation of high-quality video, empowering independent creators, encouraging greater audience engagement and creating new revenue streams for platforms. In this respect, however, the authenticity and trustworthiness of videos will need to be addressed, as well as protection tools such as watermarking and age verification.
(4) Building credibility
Artificial intelligence also brings with it challenges in the field of trustworthiness. AI makes creating misinformation easier, deepfakes cheaper and more believable. This will make people look for trustworthy sources, which can include brands. Therefore, they should be prepared for situations where misinformation hits them, investing in transparency, verification systems and media literacy for their employees and target audience.
(5) Podcasts are growing, they will be more about video too
Podcasts continue to grow in popularity, with space now being carved out in the B2B sector. They are also increasingly moving from pure audio to video. Deloitte expects podcasts with video to become even more prevalent in 2026. This year, advertising revenue from podcasts and vodcasts is expected to reach roughly $5 billion, up 20% year-over-year.
(6) Brands need to find the right mix of micro-media channels
Worldcom Public Relations Group's predictions highlight the need to find the right mix of micro-media channels to reach a given target audience. It's no longer enough to communicate in just a handful of media outlets, but specialized newsletters, podcasts, communities, private messaging and diverse algorithms must also be considered. In fact, audiences are dispersed across platforms, formats and communities that require very different approaches.
(7) Short formats dominate, microdramas are the dominant format
Short videos in particular are growing in popularity and are also favoured by the algorithms of leading social platforms. Over half a billion people also watch micro-dramas, short series created specifically for smartphones, every year. According to Deloitte, their in-app sales are projected to reach $7.8 billion in 2026, more than double the previous year.
(8) Opinions in communications are no longer enough, data is needed
According to the Worldcom Public Relations Group, companies no longer make do with opinions in communications; they must base their insights on data, research or putting them in context to give the audience something tangible. Moreover, it's not about frequency, it's about consistency.
(9) Offline events will gain traction
With online communication becoming easier, the cost of face-to-face contact is rising. This makes events more valuable. Offline meetings are no longer just about the effective transfer of information, as this can also be well catered for through webinars and digital platforms. It's more about the experience, the spontaneous interaction, the trust that comes from a physical meeting, and the human warmth.
(10) Health is becoming holistic, addressed by most people
The importance of health has been steadily increasing since the covid pandemic. More than before, it is being approached holistically, i.e. not only physical but also mental well-being is being addressed, looking at the body-nutrition connection and the role of technology. People are now more concerned with longevity and better old age. According to Ipsos data, up to 84% of people believe they need to take more care of their bodies, and 65% want to lose weight.
Source: mediaguru.cz