We know that marketing trend roundups can sometimes feel disconnected from what businesses are actually dealing with, so our approach is different. We’re drawing on our hands-on, day-to-day experience of working with B2B and B2C brands across a variety of sectors and reflecting on six key marketing trends that are becoming increasingly relevant to the businesses we support.
Authentic and meaningful content
At the moment, it feels like everywhere you turn there’s AI-generated content. You only need to scroll for a few seconds before finding someone commenting on how fed up they are with seeing it. Audiences are getting quicker at spotting AI-generated content and they’re more selective about what they engage with.
AI tools can help with early drafting or research, but human creativity and judgement is essential, and you really need to be clear about why a piece of content exists and who it’s for. The brands doing this well are the ones taking time to write in their own voice, from a place of experience and expertise.
Personalised marketing
Personalisation is moving beyond using a first name in an email. More businesses are looking at how to tailor customer journeys based on specific information about their audience, and the individuals within it.
As we’ve written about recently, to implement personalised marketing effectively it’s vital to understand the difference between automation and AI.
In short: automation follows set rules, AI looks at patterns and adapts. Both are powerful tools to have in your marketing arsenal.
If you’re not yet using automation and AI tools to personalise your marketing, 2026 is the year to make a start.
Growth in audio content
More and more people are choosing to listen to content instead of reading it. Audio fits naturally into everyday routines, which makes it easier for audiences to consume longer content, especially on the move.
A growing number of businesses are now experimenting with audio versions of blogs or case studies because it helps them reach people they might otherwise miss.
This shift is likely to continue as search engines become better at understanding and presenting audio. If you want to explore this format, our guide to audio blogs explains how to get started without adding too much production work.
AI in search
AI is changing how people find information online. Search engines now produce summaries that answer questions directly while linking to supporting sources. Tools such as ChatGPT and Google Gemini also reference brand content within their responses, which creates new opportunities for visibility.
It’s also worth preparing for changes in organic traffic, as many searches will be answered within AI summaries, reducing the number of people who click through to individual pages.
The foundations of SEO still matter. For example, clear structure helps search engines and AI systems understand your page and accurate information improves relevance. There are also practical steps that help content perform better in AI-led environments.
Long-term creator partnerships
Given the extensive number of influencers that exist now, and the sheer volume of posts on social media, one-off brand/influencer partnerships are becoming less effective and desirable. In 2026, brands who utilise influencer marketing will lean more towards long-term partnerships that lead to more consistent messaging and stronger engagement.
Sustainability and transparency
Sustainability only continues to grow in importance for businesses and consumers alike, and 2026 will be no different. Expectations are rising, and audiences want information that is specific and easy to understand. General statements about sustainability practices and environmental impact simply won’t cut it, and there is increasing scrutiny around any claims that businesses make.
Being open about progress, challenges and next steps helps build trust. It also gives audiences a clearer picture of the work being done behind the scenes.
Instead of viewing these trends as a checklist, it can be more helpful to see them as prompts. They can help you identify gaps, refine messaging, choose the right formats and decide where to invest your energy in 2026.
If you’d like support with your 2026 marketing plan, we’re here to help! Why not book a free 30 minute consultation call to discuss your goals, strategy and plan for 2026?
Digital Marketing Executive at And Marketing. A seasoned digital marketing professional with extensive experience supporting a wide range of businesses (B2B and B2C) with digital marketing strategy and implementation. Beckie is a specialist in social media marketing and has supported hundreds of businesses to grow by utilising social media in strategic and creative ways.
