As AI-generated content floods every channel, audiences are craving genuine, human approaches. This shift is reshaping the approach to marketing. In this article, we’ll cover some key digital marketing trends we anticipate will grow in 2026.
Generative Engine Optimisation
Generative Engine Optimisation (GEO) / Answer Engine Optimisation (AEO) are going to be even more critical in 2026. The days of just stuffing a page with keywords, rather than drawing from authentic experience and real research are gone, thankfully.
The ‘zero click revolution’ means that AI answers the question without the user visiting the website. That means platforms like Google’s AI Overviews, ChatGPT Search, Perplexity, Claude, Microsoft Copilot etc. are more important for establishing trust through brand awareness and driving conversions than they are for driving website traffic.
According to TheeDigital, studies show that while AI platforms send less than 1% of traditional traffic, they influence between 9.7% of B2B revenue and 11.4% of B2C revenue.
SEO is not a one and done thing, and in 2026 we’ll see an even stronger emphasis topic authority, not isolated blog posts. This means businesses which take the time to plan pillar pages, cluster pages and their internal and external linking strategy will excel in organic search.
The challenge is balancing making your content appealing enough through overall topical authority and easy readability for these models to cite, vs not losing the humanity behind the articles.
The best content uses AI for ideas or to create structured lists, but balances that with human, relatable storytelling using E-E-A-T best practice. Marketers must continue to create authoritative, people-first content that’s genuinely helpful for an AI-powered conversational query.
Further reading: SEO shake-up in 2025
Platforms increase choices
Saturation of content is creating social fatigue for users and they’re fighting back. They can hide categories of content they don’t want to see, hide posts, mute feeds, etc. Instead, there’s more of a focus on creating community and connection. Bluesky, Discord and Substack are allowing users to select what sort of topics and creators they want to hear from, rather than being spoon fed AI content by algorithms.
People are also more distrustful of what they see online. Sprout Social’s Q3 2025 Pulse Survey found that more than half (52%) of social users are concerned about brands posting AI-generated social content without disclosing it.
The kind of video people are consuming is also changing – it’s getting longer in a time where we all have short attention spans. For example, TikTok videos can be up to 10 minutes. YouTube is driving the most business impact according to 68% of market leaders. The shift away from quick hits signals the desire for authority and deeper meaning.
Soulless machine-generated content is everywhere, and people can feel it. As a result, subject matter experts will become more sought after in 2026. More brands are already partnering with specialists as opposed to influencers with loads of followers (but no traceable expertise).
Users expect video content that feels like a binge-worthy, consistent TV show, much in the way that YouTube content creators put across their brands.
Social media platforms are also becoming complete sales ecosystems, for example TikTok Shop and Instagram Checkout. Discovery, evaluation and purchase all happen in the app, reducing friction in the buying journey and meeting the customer where they are.
Further reading: Instagram SEO: What Google indexing means for your business
Bluesky will continue to grow
Bluesky has grown faster than expected in 2025. Back in January, we anticipated steady adoption, but the platform has jumped from around 24 million users at the end of 2024 to over 40 million by October this year. That’s a huge leap in less than 12 months and shows just how many people are leaving X for alternatives that feel more transparent and user-controlled.
However, while Bluesky’s user growth has been impressive, brand adoption is still lagging behind. Many businesses haven’t jumped on board yet, likely because the platform doesn’t offer the same advertising tools or analytics that marketers are used to. Its decentralised setup and text-first format feel unfamiliar to brands that rely heavily on visuals and paid campaigns. However, early adopters often reap the rewards, so it will be interesting to see which brands take the plunge as Bluesky continues to evolve.
With over 130 million monthly visits and users spending more than 10 minutes per session, Bluesky is becoming a real competitor in the social space. If this trend continues, hitting 50 million users by 2027 feels like a safe bet.
Further reading: Top digital marketing trends for 2025
Further reading: Bluesky vs Twitter (X) and Flashes app vs Instagram
“Treatonomics” and MVPs become a key tactic
Long term goals feel out of reach for many people at the moment, so there’s going to be more emphasis on small, immediate rewards. “Treatonomics” is where people spend on everyday luxuries to boost their mood during periods of uncertainty.
Classic examples are personal items such as make-up, perfume, candles or even collectibles like Labubu dolls. If they can’t afford the new sofa, they might get a throw, and if they can’t gut the kitchen, they might paint the cabinets instead.
As a knock-on effect, we’re predicting that in 2026 Minimum Viable Products will become even more important, offering a small treat for the most engaged users, providing immediate wins and reducing friction. Immediate gratification provides a sense of progress, signalling a fundamental shift in product loyalty and marketing copy.
Design and nostalgia play on emotions
There’s no barrier to entry for generic, unimaginative design now, so authentic design taste and discernment will become vital. We’re talking about the ability to spot what’s actually good, and to create awe in the audience, vs the ability to churn out what everyone else is also churning out with AI. We all need to think differently if we want to stand out in the sea of generic AI creations and templates.
Nostalgia has also become a core economic engine, as people seek comfort and identity in an ever technologically advancing world. Many brands are seeking ways to appeal to multiple generations.
While AI can synthesise and execute images or text for a nostalgic theme, it can’t create the shared memory and emotional history or create the ‘why’ of the memory, or the feeling behind it. So, brands are seeking to create new memories from old ones (see Coca-Cola’s new AI-made Christmas advert).
Standing out in 2026
To truly strut their stuff in 2026, brands focus on authenticity, emotional connection, expertise and shared experiences. By prioritising real stories and meaningful interactions over generic AI content, we can build trust and help our customers feel understood and inspired.
About the author
Kirsty Nelms is the Director of award-winning Staffordshire-based creative marketing agency, Peacock Digital Marketing. The agency grows businesses through proactive, creative, insightful marketing – helping brands to strut their stuff 🦚.
Kirsty holds a first-class honours degree in Journalism and Editorial Design, has six years of experience as a qualified senior journalist, seven years of experience working at senior level in marketing, holds a Postgraduate Diploma in Digital Marketing from the Digital Marketing Institute, and a number of other advanced-level SEO qualifications.
Connect with her on LinkedIn, sign up for Peacock Digital Marketing’s email newsletter for free marketing tips and goodies, or follow her blog.
