January 2026
Written by
Abbie Mason
E-commerce
Marketing strategy
Product launch
Tech
Digital Marketing Trends 2026
Digital marketing in 2026 is being shaped less by any single platform or tool and more by how people are responding to an increasingly automated world.
While AI now underpins much of the digital ecosystem, the strongest signals point towards a renewed emphasis on humanity, creativity and connection.
The recent release of the Brandwatch Digital Marketing Trends 2026 report reinforces this shift, highlighting how online conversations are evolving as audiences react to AI saturation and rising expectations of brands.
Brandwatch Digital Marketing Trends 2026
Below is Lala's take on the themes defining the year ahead.
AI as Infrastructure Not Identity
AI is now embedded across search, content creation, media buying and analytics. Search itself is changing, with brands needing to adapt content for AI-powered summaries and conversational discovery alongside traditional rankings.
Google has echoed this direction, placing increasing importance on people-first content that is genuinely useful, credible and structured in a way that AI systems can accurately understand and surface.
Google Think Consumer Insights
The Brandwatch report shows that while AI adoption continues to rise, audiences are becoming more selective about what they engage with and more sensitive to content that feels automated or repetitive.
Brandwatch Trends 2026
Human-Centred Content Gains Value
Brandwatch data highlights growing online discussion around low-effort AI content and a parallel increase in appreciation for work that feels intentional, emotionally aware and human-led.
Brandwatch Trends 2026
This aligns with wider industry commentary predicting a shift away from scale-at-all-costs marketing towards storytelling, emotional relevance and brand personality.
Meltwater Marketing Predictions
Community and Influence Are Becoming Layered
Influence in 2026 is increasingly multi-layered. Brandwatch identifies the growth of community-led conversations where trust is built through shared values, familiarity and ongoing participation rather than reach alone.
Brandwatch Trends 2026
Celebrity partnerships continue to play an important role in awareness and cultural relevance, while micro-influencers and niche creators contribute depth, credibility and sustained engagement. Research from Onclusive shows that the strongest-performing brands combine both approaches within broader community strategies.
Onclusive Marketing Trends 2026
Trust, Transparency & Consistency
Brandwatch positions trust as a defining currency for 2026, particularly as AI-generated content and misinformation increase. Brands that communicate clearly, show consistency and demonstrate values through action are more likely to build long-term loyalty. In summary, digital marketing in 2026 is about balance. Technology enables scale, but human insight creates meaning. Brands that integrate AI responsibly while investing in community, content and emotional intelligence are best positioned for sustainable growth.