What’s Actually Changing in Marketing in 2026
Marketing in 2026 feels noisier than ever but when you strip it back, a few real shifts are happening.
AI Is Now the Baseline
I don’t see AI as the advantage anymore it’s just part of the job.
The brands that think they’re ahead because they’re “using AI” are already behind. Everyone has access to the same tools now.
Where I’m seeing the real difference is in how it’s directed. The thinking behind it. The taste. The decisions.
Most brands are using AI to do more. I think the better ones are using it to do better and there’s a big gap between the two.
Search Isn’t What It Was
Search feels completely different this year.
People aren’t really browsing anymore they’re asking questions and getting answers instantly. In a lot of cases, they’re not even clicking through to websites.
Which tells me a lot of brands are still playing the old SEO game.
In my opinion, if your content isn’t genuinely useful and easy to understand, it’s just not going to show up in the same way anymore.
Video Still Wins (But Looks Different)
Video is still the most powerful format, but what works has definitely changed.
I see a lot of brands still overproducing content that feels like an ad. And it just doesn’t land.
Then you’ll see something simple, shot on a phone, that completely outperforms it.
For me, it’s clear, it’s not about production value anymore. It’s about relevance and understanding the platform.
Creators Are Now Part of the Strategy
I don’t really see creators as a channel anymore.
The best brands I’ve worked with or seen are building around creators, not just briefing them for one-off posts.
Because the reality is, creators understand how people consume content better than most brands do.
If you’re not giving them room to shape things, you’re probably limiting the impact.
Authenticity Drives Performance
“Authenticity” gets thrown around a lot, but I think it’s now directly tied to performance.
You can feel it when you scroll. The more real something feels, the more likely people are to engage with it and ultimately buy from it.
I actually think overly polished content is becoming a disadvantage in a lot of cases.
Personalisation Is Expected
Personalisation is expected!
If I see something that isn’t relevant to me, I’ll scroll past it without thinking.
But at the same time, I think brands are still figuring out the balance. There’s a fine line between something feeling tailored and something feeling invasive.
The ones that get that right will have a big advantage.
Social = Discovery + Conversion
Social platforms have quietly become a lot more than awareness channels.
I use them to search, discover, and even make decisions without leaving the app and I’m definitely not the only one.
Which means your content isn’t just there to grab attention anymore. It actually has to influence action.
A lot of brands still aren’t set up for that.
Final Thoughts
The biggest thing I’ve noticed this year is the gap between average and great marketing is getting bigger.
And I don’t think that gap is closing anytime soon.
Most brands are still trying to keep up but keeping up isn’t enough anymore.
From where I sit, the brands that are winning are the ones thinking more clearly, moving faster, and being more decisive.
Not necessarily doing more but doing the right things properly.
Because in a space this competitive, average just gets ignored.
