Fresh insights from the World Federation of Advertisers (WFA) highlight the key forces shaping marketing and brand strategy in 2026. As organisations navigate rapid technological change, tighter regulation, and evolving consumer expectations, these trends offer a roadmap for marketers globally.

The outlook draws on extensive engagements across the WFA network, including discussions with chief marketing officers, policy leaders, insight professionals, sourcing specialists, regulators, and advocacy groups. From these conversations, ten defining trends are emerging as priorities.

1. Generative AI Shifts from Efficiency to Effectiveness

Generative AI has already automated tasks and reduced costs, but in 2026, brands will use it to drive performance, creativity, and measurable growth. The focus will shift from back-office efficiency to impactful, results-oriented applications.

2. Organisational Transformation Becomes Business as Usual

Marketing teams are deep into transformation programmes powered by AI and emerging technologies. In 2026, organisations will proactively redesign structures, workflows, and roles to stay ahead of disruption, rather than reacting after the fact.

3. Change Leadership and AI Fluency Become Core Skills

Adaptability is now central to marketing capability. Recruitment and training will prioritise AI literacy, experimentation, and systems thinking. Brands will increasingly rely on internal mentors and AI coaches to support continuous learning while retaining core strategy and brand-building skills.

4. Influencer Marketing Faces Tougher Oversight

Influencer marketing investment continues to rise, but so does regulatory scrutiny. New rules in markets like China, alongside expected EU reforms, will require marketers to establish stronger global compliance standards to protect credibility and reputational risk.

5. AI Transparency Becomes Unavoidable

Governments are embedding AI disclosure requirements into law, covering AI-generated content and AI-assisted services. In 2026, brands must set clear internal transparency rules to meet regulatory demands and maintain public trust amid growing scepticism.

6. Marketers Evolve into Organisational Architects

Brands will increasingly blend internal teams, external partners, and technology into flexible ecosystems. Competitive advantage will come from integrating human creativity and machine intelligence at scale.

7. Short-Term Performance and Long-Term Brand Building Converge

Marketing leaders will treat immediate results and future growth as interconnected. Creativity will drive product design, team structures, and problem-solving to deliver results that satisfy today’s objectives while strengthening tomorrow’s brand equity.

8. Retail Media Grows More Complex

Retail media is expanding, combining premium environments with first-party data. However, the space is fragmenting between high-volume exchanges and tightly curated marketplaces. Advertisers will need sophisticated strategies to identify real value.

9. Insights Move from Knowledge Generation to Growth Delivery

Speed alone is no longer the benchmark. In 2026, success will depend on how insights contribute to innovation, growth, and strategic thinking. Teams that invest in storytelling, critical analysis, and applied AI will turn knowledge into competitive advantage.

10. A Critical Year for Food and Alcohol Marketing Regulation

Food and alcohol advertising faces stricter regulatory scrutiny. As definitions of ultra-processed foods evolve and EU legislative reviews progress, marketers must reduce harmful exposure, particularly among vulnerable groups, or risk broader restrictions.

Overall, the WFA warns that 2026 will test brands on innovation, responsibility, speed, trust, and the balance of technology with creativity. Marketers who act decisively, build credibility, and embrace change as permanent will thrive in the year ahead.