Over 60% of marketers set to supercharge creator investments in 2026

A net 61% of marketers plan to increase their investment in content creators in 2026, underlining a shift towards measurable ROI and long-term brand-building strategies, according to Kantar’s "Marketing trends 2026" report.

The report, which identifies ten key trends shaping the year ahead, highlights how generative AI, synthetic data, and micro-communities are changing the way brands connect with consumers. It also notes that 2025 proved AI is about more than speed and efficiency: when used wisely, it helps brands understand people better and make smarter decisions, while still leaning on the fundamentals of brand growth.

This year will see AI agents at scale, acting as delegated shopping assistants. Already, 24% of AI users rely on voice assistants, chatbots, or AI shopping tools. Marketers will need to ensure their brands are visible to these nonhuman “consumers” while still persuading humans through traditional channels.

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Generative AI will also influence purchase decisions. Three-quarters of AI users seek out AI-driven recommendations regularly, making “generative engine optimisation” – creating clear, structured content for AI models – the new SEO. Brands that fail to differentiate risk being left out of algorithmic recommendations.

Synthetic data will continue to enhance marketers’ understanding of audiences, with accuracy levels reaching 94 to 95% compared to ground truth. Generative AI will also allow real-time testing and optimisation of creative campaigns, turning creative evaluation into predictive intelligence.

Treatonomics, or the culture of small everyday pleasures, reflects how consumers are finding joy amidst economic uncertainty. About 36% of consumers are even willing to take on short-term debt to indulge in such experiences. Inclusive marketing also remains a growth lever, with 65% of people valuing companies that actively promote diversity and representation.

Retail media networks are set to expand, delivering 1.8 times better results than digital ads and nearly three times the purchase intent, prompting 38% of marketers to increase investment. Meanwhile, the creator economy is moving from isolated executions to long-term creative platforms, with brands needing to cede control while setting clear guardrails to preserve authenticity.

As broad social media reach becomes less effective, micro-communities are emerging as powerful engagement spaces. Brands in China using knowledge-sharing micro-community platforms achieved 25% higher marketing ROI, and nearly 40% of consumers trust recommendations from these communities as much as personal ones.

The report emphasise that high-quality, responsible data will underpin all these trends. The message for CMOs in 2026 is clear: combine AI, creators, and community strategies with human insight and brand fundamentals to drive growth.

This comes amid a broader shift in how audiences engage online. Earlier this month, Battenhall’s "Year ahead in social 2026" report noted that 2025 saw users push back against crowded feeds and fast-moving trends, with one in four internet users already feeling overwhelmed.

Brands responded with bold formats, nostalgic cues, and playful provocation to stay visible, a trend set to continue. In 2026, the report says, audiences increasingly control the conversation, from Gen Alpha and AI influencers to the backlash against trend-chasing and performative marketing.

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