Changing consumer habits, process automation, and artificial intelligence (AI) continue to shape the marketing and communications industry. However, 2026 has brought about even more significant changes-businesses must adapt not only to decisions made by people but also to those made by AI systems. Read on to discover this year’s 6 trends in the marketing and communications industry!
AI Agents Are Becoming “Customers”
Until now, one of the key marketing tasks has been SEO optimization. However, attention must now also be paid to content that is AI-agent-friendly. When a consumer searches for information about a product or service using an AI tool, the company’s task is to create high-quality product descriptions, provide structured data for them, and publish reliable information. The most popular AI search tool in Latvia is ChatGPT, used by 73% of users.
Internationally, concepts such as Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) are increasingly being discussed—approaches that help a company’s content remain visible in AI search environments as well.
Brand strength as one of the key advantages
AI can compare the features, technical specifications, and price of a product or service in a matter of seconds. However, consumers make decisions based on other factors as well.
Recognition, reputation, and positive experiences are things that competitors cannot easily replicate. That is precisely why companies should increasingly invest resources in reputation building, expert communication, and customer review management.
Technology Cannot Replace Creativity
Although AI can generate content in a matter of seconds, it cannot, on its own, generate original ideas. It is (currently) capable of creating content based on available data and information.
A person’s ability to feel emotions, understand cultural nuances, and connect with an audience remains the foundation of successful campaigns. Fifty percent of people admit to having used AI for creative tasks and idea generation, but it’s important to understand that these ideas won’t be unique.
To stay one step ahead of the competition, a company should not fully automate its communication and marketing processes but rather use AI as an assistant, while maintaining human control over the final result.
AI’s productivity is incomparable to human capabilities. 74% of people acknowledge that AI helps save resources. By using it wisely, a company can not only save resources but also accelerate marketing processes.
Long-term collaboration with content creators yields better results
Influencer marketing is ever-changing, but the human factor has always been - and will always be—crucial when choosing a brand. Reviews and recommendations from people are more trustworthy than loud advertising slogans.
Currently, long-term collaborations are becoming increasingly important, rather than one-time, impersonal transactions. Audiences trust content creators who actually use the product more than those who simply post a one-off advertisement.
The value of small communities is growing
Like influencers, small, active communities on social media generate more trust than large-scale advertising campaigns. Consumers are increasingly relying on the experiences of other users, so it’s important for companies to engage in community building and provide real value, rather than just advertising products.
Personalization Is Becoming Even More Precise
AI enables the tailoring of ads, emails, product recommendations, and customer service to each user’s interests, creating a sense of personalized attention for a broader customer base. However, we must not forget the balance between personalization and privacy protection. 55% of people are concerned about the privacy of their data when using AI, so clear and transparent data management is a step toward building trust.
What does this mean for businesses?
Marketing trends for 2026 show that AI is a useful tool that can simplify daily life and improve productivity, but it’s also necessary to value the human factor - a strong brand, creativity, and authentic relationships with customers. Technology is becoming increasingly sophisticated, but human trust, emotions, and experience remain the key factors that drive consumer choices.
This article draws on research data from Norstat and Kantar.
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