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EMARKETER

Top Trends to Watch in 2026

From the Next AI Ad Revolution to Retail’s Loyalty Reset, 11 Trends That Will Shape the Digital Landscape in the Coming Year

Report by Ross Benes, Jacob Bourne, Grace Broadbent, Sky Canaves, Paola Flores-Marquez, Rajiv Leventhal, Sarah Marzano, Minda Smiley, Max Willens, Yoram Wurmser  |  Nov 13, 2025
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Report
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Table of Contents
Executive Summary
1. Big Tech’s AI push will threaten the creative role of agencies
2. Brands will put generative engine optimization strategies to the test
3. Gen Alpha’s digital coming of age marks the next phase of the social video race
4. The microdrama craze will mint a new generation of creators, with dual support from social networks and entertainment studios
5. Streaming subscriptions at $20 will push viewers toward ad-supported alternatives
6. Autonomous agentic commerce will remain niche, even as AI reshapes retail
7. Retailers will revamp loyalty programs for the coming era of AI commerce
8. GenAI tools will become a routine part of how most consumers seek health information
9. Financial media networks will acquire shopping surfaces to compete for commerce budgets
10. Payment players race to define their place in the stablecoin ecosystem
11. AI’s content takeover will shake consumer trust in the internet
Sources
Media Gallery
About This Report
Automation, new commerce models, and a fresh generation of consumers are transforming the rules of connection and creativity. Explore the 11 trends shaping the digital future.
Topics
Artificial Intelligence (AI)
Retail Sales
Digital Video
Worldwide
Table of Contents
Executive Summary
1. Big Tech’s AI push will threaten the creative role of agencies
2. Brands will put generative engine optimization strategies to the test
3. Gen Alpha’s digital coming of age marks the next phase of the social video race
4. The microdrama craze will mint a new generation of creators, with dual support from social networks and entertainment studios
5. Streaming subscriptions at $20 will push viewers toward ad-supported alternatives
6. Autonomous agentic commerce will remain niche, even as AI reshapes retail
7. Retailers will revamp loyalty programs for the coming era of AI commerce
8. GenAI tools will become a routine part of how most consumers seek health information
9. Financial media networks will acquire shopping surfaces to compete for commerce budgets
10. Payment players race to define their place in the stablecoin ecosystem
11. AI’s content takeover will shake consumer trust in the internet
Sources
Media Gallery

Executive Summary

The boundaries between media, marketing, and commerce are blurring, creating both opportunity and uncertainty. AI platforms are poised to automate creative work, further encroaching on agency territory. Retailers are racing to protect customer relationships as ChatGPT enables in-app purchasing. And Gen Alpha—the first generation raised on touchscreens—is making its social media debut already fluent in its language. From AI’s creative threat to loyalty’s next era, 11 trends will reshape how brands compete in 2026.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

11charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. 1. Big Tech’s AI push will threaten the creative role of agencies
  3. 2. Brands will put generative engine optimization strategies to the test
  4. 3. Gen Alpha’s digital coming of age marks the next phase of the social video race
  5. 4. The microdrama craze will mint a new generation of creators, with dual support from social networks and entertainment studios
  1. 5. Streaming subscriptions at $20 will push viewers toward ad-supported alternatives
  2. 6. Autonomous agentic commerce will remain niche, even as AI reshapes retail
  3. 7. Retailers will revamp loyalty programs for the coming era of AI commerce
  4. 8. GenAI tools will become a routine part of how most consumers seek health information
  5. 9. Financial media networks will acquire shopping surfaces to compete for commerce budgets
  1. 10. Payment players race to define their place in the stablecoin ecosystem
  2. 11. AI’s content takeover will shake consumer trust in the internet
  3. Sources
  4. Media Gallery

Charts in This Report

Advantage+ Is Helping Reverse Meta's Downturn in Ad Revenue Share, Even as Time Spent Share Continues to DropBudget Constraints and Lack of Expertise Are Among Several Barriers Slowing Adoption of Generative Engine Optimization
Gen Alphas Will Use Social Media at About Twice the Rate Gen Zers Did at the Same AgeUS Microdrama Production Is Soaring
Viewers Are Paying More to Avoid Ads on Streaming ServicesMost Product Discovery Happens Beyond the Reach of AI Agents
Consumers Are Likely to Turn to AI Agents to Maximize Their Loyalty Program BenefitsAI Health Answers Often Fall Short, Leading Most Users to Click Through to Other Online Sources
Financial Media’s Tiny Share of Commerce Media Spend Reveals an Urgency to Evolve, (billions in US financial media network ad spending and % of total commerce media ad spending, 2023-2027)Banks and Payment Providers Prepare for Stablecoin Integration
AI Accounts for Roughly Half of New English-Language Articles Published Online, Up From 8% at ChatGPT's Launch

authors

Ross Benes, Jacob Bourne, Grace Broadbent, Sky Canaves, Paola Flores-Marquez, Rajiv Leventhal, Sarah Marzano, Minda Smiley, Max Willens, Yoram Wurmser

Contributors

Suzy Davidkhanian
VP, Content
Eleni Digalaki
Vladimir Hanzlik
Executive Editor and SVP, Content
Penelope Lin
Director, Data Visualization
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Naomi Rebuelta
Copy Editor
Amy Rotondo
Director, US Research
Shelleen Shum
VP, Forecasting
Paul Verna
VP, Content
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