US B2B digital ad spending reached just over $20 billion in 2025, per EMARKETER, as brands compete for attention across an increasingly fragmented channel mix.

Shifts in what consumers watch, how they search, and where they shop are reshaping Latin America’s digital economy—and how brands will reach audiences in 2026. Explore the five trends to watch in the year ahead.

Future-proofing against—and capitalizing on—advances in consumer-facing AI will be the overarching theme for retailers in 2026.

In 2026, marketing success will hinge on visibility, credibility, and governance. AI-led discovery is redefining how B2B buyers find brands, human influence is reshaping how marketers build trust, and data governance is powering growth.

Generative AI is transforming how consumers discover products and brands earn visibility. As usage of—and trust in—AI grows, brands must rethink how they optimize for discovery and measure success.