What 2026 Holds for Advertising, Marketing and Media

By Nell Martin, PR Senior Account Manager

The advertising ecosystem has never stood still, and 2025 was no different. It was a huge year for marketers, as the industry finally moved away from the cookieless narrative and into a world defined by AI. 

The strategies in place yesterday are already being rewritten, and 2026 is the year marketers need to adapt without losing the human elements of campaigns that help retain trust.

Embracing AI

We can no longer state that AI is an emerging trend; it is now embedded in everyday operations, not just across adtech but across the world. For marketers, the gap between those who have invested time in learning about AI and those who haven’t is ever-growing. At this stage, immersing themselves in onboarding and using this technology will enable them to achieve real success in 2026 and beyond.

This isn’t the only concern around AI, either. It is no secret that Generative AI, in particular, is under fire for blurring the lines around authenticity. While this technology offers many benefits, it is vital that consumers, whether viewing ads or other content, exercise caution to ensure authenticity, particularly before sharing. Brands have a responsibility to demonstrate trustworthiness by partnering with legitimate businesses to distance themselves from AI-enhanced content. 

SEO becomes GEO

Building on this, 2026 will also be a defining year for GEO, as consumers increasingly turn to AI assistants rather than search engines. GEO is emerging as a key tool for brands as they work to ensure content is not only discoverable but also trusted and visible within chat-based experiences. 

Companies that embrace this early will be the ones to shape how AI interprets, cites, and prioritises content. This requires them to take a new approach to content creation and optimisation. This goes further than the SEO of old - keywords and links - and looks at structure, authority and relevance in a world where answers, not webpages, are now taking precedence.

Consolidation through M&A

The 2025 M&A landscape was truly dynamic, with activity across the industry, and 2026 looks to be no different. Companies are recognising that growth often comes through collaboration, unlocking growth that simply wouldn’t have been possible alone. 

With Apple and Google revealing just this week that they would be partnering, a move that would have seemed unlikely just a few years ago, it is clear that 2026 is set up to be a thrilling year. Even Big Tech is now embracing the benefits of collaboration, sharing technology and expertise to truly drive the industry forward. We can expect to see bold alliances as companies of all sizes seek to innovate faster and more efficiently.

Choosing the right creators

Partnerships with creators will also be a key tool for success in 2026. The creator economy is more than just a niche trend - it's an ever-more-important tool in the efforts to capture market share. Creators aren’t just content producers anymore; they are trusted voices who can make an impact in championing brand messaging authentically. 

The brands that succeed aren’t chasing the highest follower counts, as that won’t be the key to success. The real impact comes from choosing niche creators whose audiences align with brand messaging. By doing this, brands can forge partnerships that feel genuine, driving meaningful interactions with consumers who resonate best with the content.

Last, but not least - sport

Beyond these key marketing tools, the top priority for 2026 is the upcoming sporting events, namely the Winter Olympics and the World Cup. This is a big year for marketing, as brands compete for attention in an increasingly crowded landscape. 

We will see success from brands that are thinking about this early, with lots in the planning and execution stage now. Those who wait for events to arrive will get lost in the sea of messaging shared worldwide during these key sporting moments.

The key message

2026 will reward the bold! Whether it’s harnessing AI, creators, partnerships or key marketing moments, there are plenty of opportunities for success for those who are prepared to shape their campaigns to react to every development throughout the year.

In a year packed with exciting events, technological leaps, and fierce competition for attention, those who lead, not just keep up, will see true success.