Global marketing data firm Kantar has released its Marketing Trends 2026 report, identifying ten forces reshaping brand strategy—from AI-powered shopping assistants to micro-communities and the maturation of influencer partnerships.
Kantar has published its annual Marketing Trends 2026 report, outlining ten shifts that will define marketing strategy in the year ahead. The trends reflect the convergence of technology, evolving consumer expectations, and cultural change—and signal a move from transactional to contextual, AI-driven, and community-centric marketing.
1. AI agents at scale
AI-powered shopping assistants are already used by 24 percent of AI users for purchase decisions. By 2026, these agents will become a primary interface between consumers and brands, requiring marketers to optimize product data for AI-driven environments.
2. Human connection through machine selection
As AI curates choices, brands must ensure they are embedded in the datasets that train these models—not just for SEO, but to shape the cultural and informational ecosystem that machines learn from.
3. Synthetic data and expanded audiences
Digital twins and synthetic datasets will accelerate personalization. Expect rapid integration of text, voice, images, and VR, enabling immersive brand experiences and hyper-targeted campaigns without compromising privacy.
4. From creative optimization to creative intelligence
GenAI will move beyond efficiency to effectiveness. Brands will use AI to predict creative performance, but authenticity remains key. Human oversight will ensure campaigns resonate emotionally, not just algorithmically.
5. Enjoy each day with a treat
Amid economic uncertainty, consumers seek small joys. Brands that deliver moments of happiness—through product design, packaging, or messaging—will build loyalty. Think snackable content and micro-indulgences.
6. Experiment to accelerate
Innovation must be brand-led, not tech-led. Kantar stresses that experimentation should align with brand purpose and consumer tensions. Agile testing of formats, channels, and experiences will separate leaders from laggards.
7. Brands at the crossroads
Authentic inclusion drives growth. Performative diversity messaging is out; tangible actions are in. Consumers expect brands to live their values, not just advertise them.
8. The rise of Retail Media Networks (RMNs)
RMNs deliver 1.8x better results than standard digital ads and nearly 3x better purchase intent. Retailers and brands will deepen collaboration, integrating data across touchpoints to create more relevant, measurable campaigns.
9. Creators at the effectiveness table
Influencer marketing matures in 2026. Brands will shift from one-off posts to long-term partnerships, embedding creators into strategic platforms that amplify brand storytelling.
10. Micro-communities reshape social media
Consumers are gravitating towards niche communities for meaningful engagement. Brands that authentically participate in these spaces—rather than broadcasting generic content—will win trust and advocacy.
Expert insight
Jeff Greenspoon, Kantar’s CEO for the Americas, said: “As agents and algorithms become the new interface between people and the world, the link between brand value and enterprise value has never been tighter. The brands that win are those that embrace the core tension of our time—harnessing the power of technology whilst amplifying what makes them Meaningfully Different.”
The bottom line
Kantar’s Marketing Trends 2026 confirms the shift from transactional marketing to contextual, AI-driven, and community-centric strategies. The challenge for CMOs—and others—will be to balance automation with authenticity, data with creativity, and scale with personalization.
About Kantar
Kantar is a global leader in marketing data and analytics, providing insights that help brands grow. Founded in 1992, the firm operates in more than 90 markets and employs over 30,000 people. The report can be requested from this page.
