Digital marketing predictions for 2026

2025 was an interesting year for digital marketing. It marked a noticeable change in how people search, how they discover information, and how decisions begin forming well before someone is ready to buy.

As we move into 2026, digital performance will no longer be judged on attention metrics alone. Instead, it will be shaped by intention, automation, and how clearly brands can be interpreted and recognised by both people and machines. Below are our predictions for the digital marketing trends that will define the year ahead.

Agentic AI moves from research to action

Towards the end of 2025, AI-driven search started to change in ways that directly impact how brands are discovered online, with platforms like Open AI’s ChatGPT Atlas giving an early signal of what’s coming. In 2026, we expect to see more of this, with AI agents starting to move beyond answering questions and into completing actions, such as comparing options, summarising long content and placing orders.

This development marks an important change in how discovery works. Instead of scanning pages of results and clicking multiple websites, AI agents increasingly filter information upfront, narrow choices and present recommendations that users feel ready to act on. For brands, this means visibility depends less on grabbing attention and more on being understood.

With this in mind, businesses will need to think carefully about how information is structured and presented, ensuring that products, pricing, policies and supporting content are clear and easy for AI systems to evaluate. Content that answers specific questions, offers original insight and provides context will be viewed as much more valuable than broad messaging or surface-level optimisation.

But at the same time, human influence still matters. Although AI agents may help people get closer to decisions, they will still look for reassurance and signals that a brand feels credible and relevant to them. Those who perform best in 2026 will focus on both sides, creating content and experiences that connect emotionally while remaining prioritised by AI systems that increasingly guide discovery.

Augmented reality moves closer to everyday use 

AR has been a discussion for years, but 2026 may be the point where wearable AR devices start appearing in everyday situations, rather than in niche demos. With platforms like Snapchat racing to introduce smart, wearable glasses, there will be more demand for digital information to appear alongside the physical world.

AR will push brands to think less about pages and feeds, and more about moments, relevance and utility. Content will need to work in shorter bursts, adapt to physical surroundings, and respect attention in real-world environments where users are moving, multitasking and reacting in real time.

AR has already started to be used in fashion and retail, with Zara recently experimenting with an in-app AI try-on feature and Bershka introducing AR mirrors to reimagine the try-on process. Other early opportunities are likely to appear in property, retail and travel, where helpful overlays can support decision-making or reduce friction. Brands that start testing now, even in small, practical ways, will be better prepared as AR becomes more accessible.

Social platforms begin loosening algorithmic control 

Algorithms have driven social growth for years, but they have also shaped how content is prioritised, often rewarding short-term engagement. One of our predications for the future of digital marketing is that, due to regulatory pressure and user fatigue, platforms are likely to give people more control over what they see. This includes having feeds that rely less on algorithmic rankings and give users the option to pay to remove ads.

This will change how reach is earned. Rather than relying heavily on platform-driven distribution, brands will need stronger recognition, a consistent presence and genuine audience relationships. Content that people actively seek out, save, or share with intention may become more valuable than ‘trending’ content designed to trigger algorithms.

It will also raise the bar for content quality, as attention becomes something users give deliberately rather than something brands borrow from algorithms.

Websites become more interactive and adaptive

Websites are expected to move away from static layouts and become more responsive, adapting to how users behave. One of our digital marketing predictions for 2026 is expecting more sites to use personalised pathways, contextual prompts, intelligent search and subtle motion that helps people find what they need, without feeling guided or constrained.

Although core principles like speed, mobile usability, accessibility and a clear structure will remain important, it will be the experience that determines whether users stay, explore and return.

As discovery becomes more fragmented across platforms like social media, websites will act as a central reference point, supporting research, comparison and confidence builders.

AI content fatigue and the return of human signals

Generative AI has made content production faster and more accessible, but it has already started to change how audiences respond. As AI-generated images, video and written content become more common, people are becoming increasingly cautious about what they engage with or share, especially when it feels generic or inauthentic.

In response, platforms have already started to introduce clearer labelling and controls, helping users understand when content is synthetic. This will create an opportunity to stand out by focusing on first-hand content production, documented experience, and original thinking.

Human signals, like perspective, context and experience, will increasingly influence how content performs in 2026, but with audiences and AI platforms that assess relevance and credibility.

More visibility of the faces behind the brand

If there’s one clear reaction to AI saturation, it’s that people want to know who they’re buying from again.

Although we’ve already seen an increase in employee-generated content (EGC) over the last year, we expect that visibility of the faces behind the brand is only going to get bigger in 2026. This is because audiences are far more likely to trust a familiar face, a real opinion or a behind-the-scenes perspective than another perfectly polished, AI-assisted post.

In a time where everything has started to look and sound the same, human faces will become one of the strongest differentiators a brand can have.

Looking for support with your digital marketing strategy in 2026?

If you’re looking for support in understanding these changes and adapting your digital marketing strategy for 2026, get in touch here to discuss how we can help your business.