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.

One in three Gen Zers and one in four millennials prefer to go to generative AI (genAI) platforms—not search, social media, or influencers—when deciding what to buy, per a new Future Commerce survey of consumers from Australia, New Zealand, the UK, and the US. Trust in AI is a key driver, with these users viewing platforms as trusted companions, not just tools. Brands that design campaigns to build discovery and trust within AI-driven journeys will amplify their reach and relevance as AI-assisted shopping scales.