The digital landscape is currently marked by profound changes: we live in a world where 6 billion people are online and over a billion users use Artificial Intelligence at least once a month.
At Exa Futures, we have already analyzed how the way people search for information online is changing and how AI has impacted SEO. However, Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) will not be the only trends to take hold in 2026.
In this article, we explore the 2026 trends that are crucial for business, attempting to answer the strategic questions that every company should be asking itself today.
What Are the 3 Key AI Trends for 2026?
What Are the 2026 Trends in Social Media and the Creator Economy?
How Will Consumer Behavior Change in 2026?
What Are the Key Takeaways and Priorities for CMOs In 2026?
What Are The 3 Key Ai Trends For 2026?
AI is no longer a novelty; it is the operating system of modern marketing. Here are the 3 main trends for next year, from our perspective as digital marketing consultants and e-commerce experts:
1) The consolidation of GEO (Generative Engine Optimization)
Artificial Intelligence is rewriting the rules of online search, reducing traffic to websites as users get direct answers without clicking on links. In 2026, the consolidation of these trends will make GEO optimization a crucial factor for companies with an online business model (e.g., to be the authoritative source that tools such as Gemini or ChatGPT cite when a user asks, “What is the best sofa for value for money under $1,000?” or “Skincare routine for combination skin“).
By August 2025, one in five clicks among Walmart referrals came from ChatGPT, an increase of 15% compared to July 2025 (source: Digiday).
2) Sophistication of advertising platforms (generative + predictive AI)
At the same time, with AI, the sophistication of platforms has increased, both in anticipating consumer needs before they are even expressed through a search or action (e.g., based on the time spent on an image, the algorithm can show a product or service with a high probability of conversion), both in managing the entire customer journey across multiple channels (e.g., awareness ad on YouTube, retargeting on Instagram, cart recovery email), and in automating content creation (product descriptions, social posts, variations in advertising creativity, etc.).
All of this will allow brands to better understand their audience and improve the effectiveness of their campaigns in 2026.
3) The era of “AI agents” as personal shoppers
Tools such as ChatGPT’s “agent mode” will not be limited to searching for information in 2026, but will be able to interact with third-party services to browse online and make purchases on behalf of people, saving them time.
Confirming this trend, Google, with the support of companies such as Mastercard, PayPal, and American Express, recently released a framework to ensure the security of these types of transactions, while OpenAI announced a new version of its Atlas browser, with the ChatGPT agent integrated for Plus, Pro, and Business users.
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What Are the 2026 Trends in Social Media and the Creator Economy?
Among the 2026 trends in social media, we have selected the most relevant ones for building innovative strategies and standing out in an increasingly crowded market.
It will be crucial to understand the customer journey of your target audience, which in the near future will tend to follow unique online paths, through marketplaces and multi-brand sites, brand sites, and social apps, such as TikTok Shop.
In addition, we have highlighted how brands will be able to focus on authentic communication by engaging creators and niche communities, without forgetting to measure the ROI of this type of initiative.
■ TikTok and the evolution of “Social Commerce”: with around 1.59 billion global users at the start of this year, with projections estimating growth to approximately 1.9 billion by 2029, TikTok is establishing itself as a full-funnel channel, no longer just for discovery. The “See it, Buy it” trend is central in 2026.
Shoppable posts (including sponsored ones), live product demos, collaborations with influencers, and exclusive offers are possible formats for companies with e-commerce to experiment with. This digital marketing trend becomes even more important considering that social media is no longer the preserve of the very young, but is also used by older generations, who have greater spending power.
■ New search habits: Although traditional search engines remain essential, as mentioned above, younger users in particular are adding more varied sources of information to their online search activities (from TikTok searches to AI chatbot responses). Globally, the amount of time people spend online has started to increase again: global internet users aged 16 and over spend an average of 6 hours and 38 minutes per day on the internet.
It is also interesting to consider the time spent using social networks globally, which is more than 1 hour per day, increasing to 2.5 hours when video-centric platforms such as YouTube and TikTok are included (source: Digital 2026 Global Overview Report – We Are Social).
■ ROI-oriented creator economy: engagement rates, likes, and views are no longer considered significant indicators of the success of a collaboration with creators. Since 61% of companies plan to increase this type of investment in 2026 (source: Kantar’s Media Reactions), it will be increasingly crucial to demonstrate its impact by measuring metrics such as ROI.
■ Creators and co-creation with brands: in 2026, the key to successful partnerships will be long-term collaborations based on an alignment between brand values and creator values. It will be crucial to adopt content co-creation processes that balance the authenticity and creativity of creators with the business and promotional needs of the brand (source: Kantar’s Media Reactions).
■ The power of micro-communities: According to Kantar’s analysis, people are also looking for smaller spaces where they can engage in meaningful dialogue and develop a strong sense of belonging. That’s why micro-communities will take center stage in social media marketing in 2026, prioritizing authenticity and organic brand engagement (not promotional, but value-oriented).
■ Messaging Apps: Social networks and messaging platforms remain the most popular destinations on the internet (over 97% of connected adults visit at least one social platform every month, source: Digital 2026 Global Overview Report – We Are Social). The data suggests a shift in Italy towards more “intentional” social media use to avoid “passive scrolling.” Online content is increasingly a catalyst for conversation, with users discovering in-stream content and sharing it privately to start discussions, rather than just posting.
■ Video learning: watching online videos in 2026 will continue to be a significant source of learning; 40.2% of global internet users (aged 16 and over) watch how-to videos, tutorials, or educational videos every week.
How Will Consumer Behavior Change in 2026?
Two opposing but, in a sense, complementary trends will guide purchasing decisions: escapism and ethics.
■ Treatonomics, or the “culture of small moments of joy“: this trend for 2026 emerges as a response to the current global economic instability and profound changes in crucial life stages, such as marriage, parenthood, or buying a first home, which many people consider unattainable. In response to this climate of uncertainty and to counter pessimism, according to Kantar’s Global MONITOR, 36% of consumers are willing to take on short-term debt in order to “reward” themselves, indulging in the purchase of goods they like to lift their spirits.
■ Inclusivity as a driver of growth: Inclusive marketing is critical to brand growth, as it allows brands to reach historically neglected segments of the population. In 2026, despite recent attempts to reduce investment in Diversity & Inclusion programs, companies must move beyond superficial communication and begin to demonstrate their commitment through concrete and credible actions. The data confirms the effectiveness of this approach, with 65% of consumers appreciating companies that support diversity, up from 59% in 2021 (source: Kantar Global MONITOR).
What Are the Key Takeaways and Priorities for CMOs In 2026?
How can you prepare your organization for tomorrow’s challenges? We offer four keys to interpreting change and turning it into a competitive advantage.
1. Integrate AI into your strategy: Companies and brands that are quicker and more effective in adopting artificial intelligence solutions in their marketing strategy, products, and services will have a competitive advantage and be able to grow faster. The activities to prioritize are GEO optimization for your website, the use of generative and predictive AI tools in advertising campaigns, and, if you manage an e-commerce site, structuring it and making it accessible to AI agents.
2. The return of human experience: in a web saturated with content perceived as “artificial”, human experience becomes a rewarding asset. Therefore, we suggest you include these investments in your 2026 marketing strategy: long-term collaborations with creators (selected for their affinity with your brand values), communication through small communities focused on consumers’ real interests and needs, and the creation of “authentic” content. All of this can help strengthen brand trust in ways that AI cannot replicate.
3. Explore new social channels in your marketing mix: with the rise of “Social Commerce“, in 2026 it may be profitable to experiment with advertising campaigns on TikTok and TikTok Shop, especially now that this channel is also used by more mature people with greater spending power. In our opinion, Spotify Ads (for example, to remind consumers of short-term promotions or to promote greater awareness of new products or services) and Pinterest Ads (especially for brand-oriented companies that know how to adopt visual communication in line with the platform’s style) will also be potentially very effective for top-of-the-funnel activities.
4. Don’t forget that consumers are people first and foremost: listening to their needs through market research or social listening and online sentiment analysis tools will become increasingly important in the future in order to communicate in a way that is perceived as authentic, even by less represented groups.
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