In 2026, the marketing industry will be defined by technology, human behavior, and local context. We’re heading into the year supplied with infinite content fueled by AI, paired with shrinking consumer attention. The brands that win will be those that balance innovation with humanity, global vision, and local execution.

Here are the five most prominent trends for 2026, as identified by leaders from our members Digitas, Connelly Partners, CTP, Element, Simpli.fi, and Arnold Worldwide.

1. The Local-First Brand

Localization will become the default expectation for brands, not just a bonus or speciality tactic, echoed by Michael Schoen of Simpli.fi. Like Netflix’s local billboard activations for the Stranger Things season 5 release, local relevance neighborhood by neighborhood will be a trust and performance driver. Brands that adapt locally will win in 2026, not national brands that scale a single national message.

“Smart communicators need to redirect and ground themselves in things that really matter to their audiences. In 2026, public affairs communications will be driven even more at the state and local levels.” —CTP

2. AI is everywhere. Humanity still wins.

By now, companies have tested, implemented, and optimized AI tools and systems. The focus has shifted from experimentation to integration—how to reduce operational tasks to give more time to creative thinking. CTP believes AI will lead to smarter PR, by giving us back more time to do what AI can’t do. The companies that will extract the most value from AI are the ones with a focus on solid data infrastructure over eye-catching AI dashboards.

When it comes to social media, our members are aligned. Digitas and Connelly Partners note that there is zero appetite for AI slop or AI creative on social feeds, so the focus shifts to how a brand can stay human in a feed that offers infinite AI content.

“As AI backlash brews, major brands are pledging anti-AI creative for 2026 and doubling down on human-made storytelling.” —Digitas

Restraint will be a brand strength. The smartest brands will choose to use AI behind the scenes while keeping their output distinctly human.

3. Building a Brand Universe

Campaigns are getting shorter, just like consumer attention spans. Brand voice has never mattered more. Long term brand relevance comes from consistency, a strong point of view, and personality. CTP even encourages brands to make their brand strategy a little weird. What catches consumers by surprise can draw them in. The campaign may be quick, but the brand universe should be never-ending.

“As the environment becomes even more fragmented (and as the AI conversation dominates), campaigns will feel short-lived and small. Brands will actively pursue longer-term narratives in worlds that they can build and own.” —Bre Rossetti, CSO at Arnold Worldwide

4. From Influencer Reach to Influencer Relationship

Creators should no longer be treated like one-off posts for promotion. Instead, they should be content engines for a brand. Digitas points to successful influencers like Alix Earle who have become co-creators or investors of brands, infusing their personal brand into the personality of a brand with incredibly successful results. As creator content crosses into traditional media like TV ads, podcasts emerge as the next major influencer channel, and in-person meetups rise, community-first ecosystems are the fastest and most sustainable way to trust and loyalty.

“Design with fandoms, not just for them, and reward co-creation to sustain trust.” —Digitas

5. Agency Structure Matters

How work gets done is becoming just as important as the work itself. Kristen Kearns of ELEMENT knows that smaller, more elastic teams are the way to go in 2026. Teams aligned by ambition and speed will outpace others in 2026. This marks a return to what’s always worked best: a core group of people with ambition, grit, and a shared vision for the future.

“The differentiator isn’t size anymore; it’s experience, adaptability, and knowing when to bring in the right expertise and the right moment.” —Kristen Kearns, ELEMENT

“This year’s trend is about creating new space for great teams with new teams and huge ambition.” —Sean McBride, CCO of Arnold Worldwide

For deeper insights, members can access all 2026 predictions from our member companies in the Content Hub.