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Kantar's Insights on Marketing Trends for 2026

Kantar, a leading global marketing data and analytics firm, has recently published its report on the key marketing trends that will shape the landscape in 2026. According to the Chief Insights Officer, Jane Osler, the foundation provided by new technologies in 2025 has paved the way for marketers to better understand their audience and make informed decisions to enhance brand growth and value.

In her statement, Osler emphasized the transformative power of technologies like generative AI. These innovations are fundamentally changing how people interact with the world, shifting the paradigm of marketing. As AI becomes a common language, brands are challenged to create genuine human connections that foster trust.

The Ten Notable Trends for 2026

1. Expansion of AI Agents
As around 24% of AI users are already employing AI-powered shopping assistants, brands must engage proactively with these AI agents while also satisfying and entertaining consumers through traditional channels. The role of AI in influencing purchase decisions will only grow.

2. Connections Through Machine Choices
In 2026, the Chief Marketing Officer (CMO) will play a vital role in ensuring their brand's content is utilized by AI models. This will require brands to adapt through Generative Engine Optimization (GEO) to ensure visibility when consumers seek recommendations for recipes or products from AI.

3. Synthetic Data and Expanded Audiences
The expansion of audiences through AI requires high-quality data. Rapid advancements in digital twins, alongside the integration of text, voice, images, and virtual reality (VR), mean that firms need robust systems and partnerships to capitalize on these developments effectively.

4. Transforming Creative Optimization into Creative Intelligence
While 74% of marketers see potential in generative AI, they must focus on applying it effectively. CMO's need to ensure their creative efforts resonate with their target market and motivate purchasing decisions, emphasizing quality data and authenticity.

5. Enjoying Small Rewards Daily
The trend of 'Treatnomics' reflects a culture of small rewards, fostering optimism and a sense of control amidst life's bigger challenges. With 36% of individuals willing to accrue short-term debt for enjoyment, brands must find ways to celebrate everyday moments with consumers.

6. Innovation as an Accelerative Engine for Growth
Innovation can exponentially boost a brand's growth. Research indicates that brands willing to experiment and embrace risk create greater long-term value. A culture that values experimentation can significantly enhance brand success.

7. Diversity as a Driving Force for Growth
With 65% of individuals valuing diversity and inclusion in brands, forward-thinking companies in 2026 will prioritize inclusive innovation and showcase their commitment to meaningful expressions.

8. Growth of Retail Media Networks (RMN)
RMNs are becoming central to reaching consumers effectively. By 2026, 38% of marketers plan to increase investments in RMNs, recognizing their capability to outperform traditional digital advertising.

9. Creators in Impact Measurement
Investments in creator content are expected to rise, with marketers increasingly aware of its ROI. The shift must move from one-off campaigns to the establishment of long-lasting creative platforms that align closely with brand objectives.

10. Micro-Communities as a Powerful Marketing Tool
With social media favoring generic promotional content, consumers are gravitating towards micro-communities seeking authentic connections. Brands must provide substantial value, relevance, and consistency to boost engagement among these communities.

Conclusion

As Kantar highlights these trends, brands must harness the power of technology while maintaining their unique identity. By focusing on genuine human interactions, leveraging data, and embracing diversity and innovation, they can effectively navigate the evolving marketing landscape of 2026.