The World Federation of Advertisers (WFA) has published its annual outlook on the trends that will shape marketing in 2026.
Built on conversations with CMOs, data experts, regulators, policymakers, and industry leaders worldwide, the report highlights a year of deep transformation driven by artificial intelligence, regulation, and new organizational models.
Below are the 10 key marketing trends brands should prepare for in 2026.
1. Generative AI: From Efficiency to Business Impact
After years focused on automation and cost reduction, generative AI is entering a more demanding phase. In 2026, its value will be measured by tangible outcomes: revenue growth, stronger creativity, better personalization, and improved performance.
Brands that move beyond experimentation and connect AI initiatives to clear business objectives will be the ones that see real returns.
2. Organizational Transformation Becomes the Norm
Marketing teams are no longer adapting occasionally, they are transforming continuously. Agile ways of working, hybrid roles, and cross-functional collaboration around AI are becoming standard rather than exceptional.
This shift requires rethinking structures around capabilities and outcomes, not channels.
3. Change Management and AI Fluency Take Center Stage
As technology evolves faster, adaptability becomes a strategic asset. WFA highlights the growing importance of systems thinking, experimentation, and practical AI knowledge across teams.
Internal AI coaches, peer learning, and hands-on training will coexist with a renewed focus on classic marketing skills such as strategy, brand building, and consumer understanding.
4. Influencer Marketing Enters a More Regulated Era
Influencer marketing continues to grow, but so does regulatory pressure. Markets like China are already introducing professional requirements, while the EU prepares broader rules around disclosure and accountability.
As a result, influencer marketing will increasingly resemble other mature marketing disciplines, with stronger governance, clearer contracts, and higher professional standards.
5. AI Transparency Becomes Non-Negotiable
Disclosure of AI-generated or AI-assisted content is moving from best practice to legal requirement in several regions. Beyond compliance, transparency is becoming critical to maintaining trust in a context of rising consumer skepticism.
Brands that clearly explain how and why they use AI will be better positioned to protect their reputation and brand equity.
6. From Budget Allocation to Marketing Architecture
Competitive advantage will depend less on how much brands spend and more on how they design their marketing ecosystems. The challenge lies in finding the right balance between in-house talent, external partners, human creativity, and AI-powered tools.
Rather than relying on isolated pilots, leading brands will build stable, scalable “augmented” models that support long-term growth.
7. Short-Term Performance and Long-Term Brand Building Converge
The traditional divide between performance marketing and brand building continues to blur. CMOs are increasingly expected to deliver immediate results while safeguarding sustainable growth.
This makes creativity a cross-organizational responsibility, with brand thinking influencing everything from media strategy to product and experience design.
8. Retail Media Evolves into Commerce Media
Retail media is expanding into a broader, more complex ecosystem often referred to as commerce media. High-volume platforms focused on monetization will coexist with more curated, premium environments offering higher-quality brand experiences.
To succeed, advertisers will need more sophisticated strategies that balance scale, data, and context.
9. Insights Reach a Turning Point
Generative AI will allow insight teams to go beyond speed and volume. The real challenge will be turning increasingly complex data into clear, actionable direction for the business.
This elevates the role of strategic storytelling, critical thinking, and knowledge curation as essential skills for insight teams.
10. Growing Scrutiny of Food and Alcohol Marketing
Marketing for ultra-processed foods and alcoholic beverages faces increasing regulatory pressure, particularly around exposure to vulnerable audiences. Upcoming revisions to EU regulations will play a decisive role in defining future boundaries.
Brands in these categories will need to demonstrate responsibility through measurable reductions in exposure and more careful media planning.
What Brands Should Do Now
To prepare for 2026, marketing leaders should focus on three priorities:
Operational maturity: Move from experimentation to scalable AI and organizational models.
Trust and transparency: Embed ethical and regulatory considerations into every marketing decision.
Integrated growth: Balance short-term performance with long-term brand value.
