2026 Trends in Digital Marketing 

By Esther Gibson

This blog looks at key digital marketing trends shaping 2026 and what they mean for us as marketers. From the rise of community-first platforms to the evolving role of brand identity, these shifts reveal where trust and real value are being built. If you want to know what to prioritise to stay relevant, credible, and competitive in the year ahead, you’re in the right place. 

AI Content 

There’s no shortage of AI tools for marketers right now, and whilst these have made it incredibly easy to produce content quickly and at scale, there are plenty of downsides. As AI-generated content continues to flood digital channels, we’re seeing more low-quality ‘AI slop’, increasing the risk of misinformation and low-quality content, which can result in loss of trust from our audiences. Investing in proper human oversight helps ensure content is not only accurate but also resonates with real people and reflects your brand in a genuine way. Just as importantly, marketers need to get better at spotting what’s credible versus what’s been generated or manipulated, so we can protect both our audiences and our brands. 

The Rise of Community-First Platforms 

With the rise of AI, audiences are increasingly tired of overly polished content. As a result, people are gravitating toward platforms that feel more genuine and community-led, such as Reddit, which has now become the fifth most popular social media platform in the UK. This change in platform usage highlights the growing value of smaller, more engaged communities over large but passive followings. However, it is important to remember that succeeding on community-first platforms requires a different approach than traditional social platforms. Brands must be less corporate, and willing to actively participate in conversations with their audiences. This can be a challenge for B2B businesses; those that get it right will benefit from increased audience trust and improved brand perception.  

Advertising Automation 

In 2026, advertising automation will be unavoidable. Platforms are positioning automation as a simpler way to manage campaigns, but it also aligns with growing regulation and privacy requirements. As AI takes on roles from audience targeting to ad placements, marketers are left with fewer areas of input, and less control. This increase in ad automation means that creative becomes the primary differentiator – strong visuals, clear messaging, and creating a distinctive brand will be critical to standing out in the crowd. 

AI Search 

Search behaviour is shifting, and we are already feeling the impact. While overall search usage is increasing, website traffic is declining, with around 64% of searches now ending without a click through to the open web. AI-driven search tools, including platforms like ChatGPT, are growing quickly, and there is a clear shift in how people are using them – less as a supplement to their normal search engines, and more as a replacement. For brands, this means optimising content not just for traditional SEO rankings, but for AI ingestion and synthesis, ensuring your information is likely to be cited as a source by AI platforms. This type of optimisation is known as GEO (Generative Engine Optimisation). It involves structuring content in a way that makes it easy for AI tools to understand, summarise, and reference. Simple changes – such as placing clear answers to common questions within the first 60 words – can significantly improve visibility in AI-generated summaries. Additionally, using credible sources and relevant statistics also helps AI models interpret and trust your content, increasing the chances that your brand is referenced. 

Technical SEO 

Technical SEO is becoming less about optimising individual pages and more about systems engineering. Search engines now understand the web as a database of entities (people, places, and things) rather than a collection of standalone pages. Brands need to ensure that search bots can find the right information at the right time by ‘speaking robot’ – for example, using schema, organisation, and product markups to clearly define who you are and what you offer. The clearer your structure, the easier it is for machines to interpret and trust your brand. 

Brand Voice 

With increasing levels of competition in the digital space, brand voice is becoming one of the strongest signals of credibility and differentiation. A distinctive voice helps your content stand out from competitors.  

Consistency is key: a clear, recognisable voice builds trust and signals that your brand is a real human entity – something which is becoming more important than ever in a sea of AI-generated content. Rather than defaulting to being ‘professional’, define some specific traits such as witty, empathetic, or direct, and try to adhere to these. It is also a good idea to create a log of words and phrases to avoid, which can help keep things consistent. Using first-person language and sharing genuine experiences also reinforces authenticity, as lived experience is something AI cannot convincingly replicate. 

AI Agents 

Search and paid media are shifting away from traditional keyword-focused strategies and more toward AI agent-driven discovery. Consumers are increasingly relying on AI agents to guide them to products and services. For example, instead of simply typing keywords into Google, someone might ask an AI agent like ChatGPT to “find the best lab freezer under £5,000”, and the agent will scan reviews, content, and prices before presenting an answer to the user. Although intent remains the key driver, keywords are now just one of many signals, making first-party data more important than ever for effective targeting. Looking ahead, this may signal a future where marketers are optimising for machines making decisions on behalf of people, requiring new skills in data, strategy, and AI management to stay competitive. 

What’s Next? 

As these trends begin to shape digital marketing in 2026, now is the time to take stock. Audit how and where you’re using AI, review whether your brand voice is truly distinctive and consistent, and experiment with automation carefully rather than blindly adopting new tools. And if navigating these changes alone feels too complex, Sciad can help you adapt with confidence. Get in touch today.