January 2026
Written by
Abbie Mason
E-commerce
Marketing strategy
Product launch
Tech
Humans First Bots Second
As AI becomes a default tool rather than a differentiator, audiences are paying closer attention to how brands show up.
In 2026, brands that lead with people rather than processes are seeing stronger engagement, trust and cultural relevance.
The recent Brandwatch Digital Marketing Trends 2026 report highlights a cultural response to automation fatigue and a renewed appreciation for human-led communication.
Brandwatch Digital Marketing Trends 2026
Human Presence Builds Trust
Brandwatch analysis shows rising resistance to content perceived as mass-produced or emotionally flat. Audiences increasingly respond to brands that sound like people, understand nuance and participate in culture with intent.
Brandwatch Trends 2026
This is supported by Search Engine Journal, which notes that authenticity and genuine interaction drive stronger long-term engagement across social platforms.
Search Engine Journal on Authenticity
Examples of Human-First Marketing
Surreal Cereal UK
Surreal’s playful LinkedIn presence has become a benchmark for brand personality. By engaging directly with users, responding in real time and leaning into humour, they demonstrate how human tone can thrive even on traditionally corporate platforms.
Liberty Marketing on Authentic Brands
JD Sports
JD Sports is exploring AI-enabled shopping journeys while maintaining a strong focus on youth culture and human-led storytelling. This balance shows how technology can support experience rather than replace it.
The Guardian on JD Sports and AI
Beauty and Community Content
Vogue Business highlights how UK beauty brands are blending influencer partnerships with community-generated content, creating layered narratives that feel both aspirational and relatable.
Vogue Business on Beauty Marketing
Influence Is Expanding Not Shrinking
Brandwatch identifies a shift towards community-based influence rather than the replacement of traditional celebrity partnerships.
Brandwatch Trends 2026
Micro-influencers bring depth and trust, while celebrities continue to deliver reach and cultural moments. The most effective strategies combine both, building ecosystems of influence rather than choosing one over the other.
Why Humans Still Matter
As platforms experiment with AI-led discovery, publishers and brands face uncertainty around attention and traffic. Human-centred content offers resilience because it travels through conversation, community and shared culture. The takeaway AI scales, but people connect. Brands that keep humans at the centre of strategy, voice and storytelling will remain relevant regardless of platform shifts.