Kantar’s 2026 marketing trends report highlights ten transformative shifts reshaping brand strategy and advertising, with AI agents mediating consumer purchases as the foremost trend. Notably, 24% of AI users already utilize AI shopping assistants, suggesting a significant transition in purchasing behaviors. Consumers will increasingly rely on autonomous AI to express their interests for products like mascara or entertainment. To thrive, brands must optimize visibility for both human consumers and AI-driven recommendations—this marks a shift from traditional SEO to Generative Engine Optimization (GEO). Furthermore, authentic inclusivity, innovation, and a focus on creator content effectiveness are vital as brands adapt to evolving consumer expectations. Retail media networks are expected to significantly outperform traditional digital advertising, prompting increased investment. Marketers must successfully navigate these intertwined trends to achieve sustainable growth, highlighting the necessity for strategic adaptation amidst rapid technological advancements and changing consumer behaviors.
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