Navigating AI Agents, GEO, Treatonomics

In 2026, brand marketing and communication face a turning point unlike anything we’ve seen before. Artificial intelligence, the culture of small indulgences, and the fragmentation of audiences into micro-communities are redefining the rules of the game. It’s not just about catching a few glances in a sea of ​​stimuli, but about truly connecting with intentions, emotions, and, above all, the algorithms that influence every purchase decision.

Therefore, the inevitable question arises, are brands prepared for this change? The answer, as is often the case in times of disruption, is ambivalent. Some are prepared, others aren´t. What is certain is that the ground is shifting beneath our feet, and those who don’t adapt risk being left out of the conversation.

At Kantar, we observed that throughout 2025, the industry has learned new technological fundamentals, demonstrating that tools like generative AI can empower marketing professionals to better understand people and make smarter decisions that drive growth and strengthen brand value.

Today, AI agents, algorithmic recommendations, and generative AI-assisted search are profoundly transforming how people interact with their environment. In a future where AI becomes everyone’s common language, it will be essential to ensure that brands maintain an authentic, trust-based human connection.

Trends That Will Shape Marketing in 2026

In this transformative landscape, we have identified 10 key trends that reflect how marketing is evolving in the face of audience fragmentation, the rise of artificial intelligence, and new consumer habits.

1. Agents of Change: From Attention to Intent: Twenty-four percent of AI users already use an AI-powered shopping assistant. As people increasingly rely on these agents to search for products and decide what to buy, brands face the challenge of actively serving non-human consumers while continuing to persuade and entertain people through traditional channels. The consumer of 2026 no longer interacts solely as an individual but delegates decisions to AI agents capable of interpreting their intentions and transforming them into concrete actions, from choosing mascara to subscribing to an entertainment service. These agents also gain autonomy by incorporating cryptocurrency-based payment systems. In this new scenario, brands must not only influence people but also the algorithms that represent them. Marketing is no longer just an exercise in human persuasion; it has become a major programming challenge: how can an AI agent recommend a product from among thousands of available options?

2. Brand Building with AI: Human Connection Through Automated Selection: Although AI agents are increasingly influencing consumer decisions, the final word still rests with humans. Therefore, marketing directors must build brands that people love, but also that artificial intelligence models recognize and prioritize. From this need arises the concept of Generative Engine Optimization (GEO), an evolution of traditional SEO. If a model doesn’t know your brand, it simply won’t recommend it, and the consequence is clear: brands must generate structured, machine-readable, and relevant content that feeds the models’ “brains” and allows them to associate the brand with a precise meaning.

The risk of not doing so is simply getting lost in a sea of ​​homogeneity, where only those with a differentiated narrative manage to become the agents’ “default response.” So, in 2026, the job of marketing directors will be to ensure their brands are present in the content that feeds AI models, because if the model doesn’t know you, it won’t choose you. To achieve this recommendation from the agents, it will be essential to incorporate Generative Engine Optimization (GEO) as a core part of the strategy, and the strongest brands will be those that shape the story the AI ​​tells, creating clear, structured, and machine-readable content.

3. Synthetic Data, Real Information: The promise of artificial intelligence lies not only in automation but also in its ability to expand audience understanding. Synthetic data allows for simulating behaviors with a surprising level of accuracy. According to our data, there is an estimated 94-95% accuracy rate compared to reality, which opens the door to faster and more scalable strategies. However, it also raises ethical and technical dilemmas: what happens if algorithms are trained with biases? What happens when “digital twins” of consumers or products become the basis for multi-million dollar decisions? The industry is not yet fully prepared, and clear protection frameworks, rigorous testing, and new skills are required. The challenge for brands will be to move from initial enthusiasm to responsible execution. Expanding audiences through AI will allow for a better understanding of consumers and the design of more effective strategies, although this will depend heavily on data quality. This year we will see the evolution of technologies such as digital twins and the accelerated integration of text, voice, image, and virtual reality. Therefore, to face this scenario, organizations will need to strengthen their capabilities, establish robust protection barriers, and collaborate with trusted partners.

4. Transforming Creative Optimization into Creative Intelligence with AI: Creativity remains at the heart of marketing, but now artificial intelligence allows it to be measured and adjusted in real time. Ads can be tested instantly, their emotional impact anticipated, and they can be adapted based on audience responses. However, human intuition and the authenticity of the brand narrative remain irreplaceable: the risk is losing the creative spark in the obsession with optimization. In 2026, data quality will be crucial; poor training can generate erroneous insights. With 74% of marketing professionals passionate about GenAI, the next step is to use it where it truly matters.

5. The Culture of Indulgence: Enjoying Every Day: Treatonomics (the culture of small indulgences) consists of injecting optimism and a sense of control through small pleasures. When major life milestones, such as having children or buying a home, seem unattainable or undesirable, people celebrate small achievements simply to have something to celebrate, seeing it as a refuge. For brands, this means designing experiences that generate joy in everyday life; it’s no longer enough to just sell products, now it’s necessary to offer moments of celebration, however small. The impact of treatonomics is tangible, as 36% of people would be willing to take on short-term debt to spend on things that bring them enjoyment. In this context, marketing directors must ask themselves if their brands are truly responding to these needs, to become catalysts for joy in daily life.

6. Experiment to Accelerate: Innovation as a Growth Engine: History shows that brands that dare to break the mold generate enormous value. Apple, Amazon, and Google are examples of how disruption creates trillions in capital. At Kantar, we know that innovation acts as a true multiplier. Brands that have dared to reinvent themselves or revolutionize their sector have generated $6.6 trillion in value over the last 20 years. However, many companies talk about innovation without taking real risks, and this year they will discover that this lack of courage will translate into a brake on future growth. Success will be reserved for those brands that adopt a culture of smart risk-taking, guided by the brand’s vision and not solely by technology.

7. Brands at a Crossroads: Authentic Inclusion Drives Growth: Diversity and inclusion are no longer optional. Sixty-five percent of people value companies that promote diversity and inclusion, compared to 59% in 2021. Forward-thinking brands will move beyond outdated messaging and focus on real solutions, product access, genuine representation, and culturally relevant programs. Inclusion is no longer just a slogan, it’s a growth strategy.

8. Unlocking the Retailer’s Media Potential: Growth Through NMRs: Retail Media Networks (NMRs) are becoming a fundamental tool for reaching shoppers; 38% of marketing professionals plan to increase their investment this year. NMRs are highly effective, delivering results 1.8 times better than standard digital ads and nearly 3 times better in terms of purchase intent. By 2026, brands and retailers will need to collaborate closely to create consumer-centric advertising, and success will depend on integrating data from different retail touchpoints.

9. Creators must earn their place on the marketing dashboard: According to Kantar data, 61% of marketing professionals plan to increase their investment in content creators this year, increasing the pressure to demonstrate return on investment (ROI) and brand-building impact. Consistent, multichannel ideas are 2.5 times more important for campaign success than they were a decade ago; however, only 27% of creator content is strongly linked to the brand. Therefore, by 2026, a shift from isolated creator-driven campaigns to long-term creative platforms that align the brand with creator-generated content will be necessary.

10. Micro-communities are becoming a major force in social media marketing: Generic content is having less and less impact, and brands’ organic reach is declining. So, instead of crowded and impersonal spaces, people are moving toward micro-communities where they can feel a more meaningful sense of belonging. Authenticity and relevance will generate more engagement than reach, so brands will win if they demonstrate tangible value and engage consistently and authentically with people’s interests. By 2026, marketers will need to pay close attention to return on investment through authentic engagement and organic promotion within micro-communities.

A New Contract Between Brands, Technology, and Society

The landscape emerging for 2026 is complex, but also full of opportunities. AI agents, synthetic data, treatonomics, authentic inclusion, and micro-communities are all pieces of the same puzzle. Consumers seek connection, relevance, and joy in an uncertain world. Brands that understand this new contract, based on empathy, innovation, and authenticity, will not only survive but thrive. Those that continue with outdated formulas of superficial attention will fall off the radar, both human and algorithmic. The marketing of the future will not be a battle for attention, but for influencing intentions. And in this transition, creativity, inclusion, and courage will be the most powerful tools.