I traditionally begin my review by examining the trends forecasted by Deloitte, carefully reading through all the offered compilations and statistics. This is a source I trust, as the data seems well-founded and analyzed. So what does Deloitte promise this year? Of course, in first place, as expected, everything is about artificial intelligence (AI).

It's changing business software, creating new markets, and transforming how people can search for information, products, and services. In 2026, massive acceleration is promised for this aspect. AI is expected to bring a new era of enterprise integration. Next year, AI will be used three times more often in everyday searches than any individual AI tool, thus changing how people can find information.

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In 2026, AI will surpass the experimental phase and become a fundamental element of marketing strategy. It will be a revolution in personalization, as it will allow brands to create messages tailored to each customer. AI can create content automatically, optimize campaigns in real-time, and predict consumer behavior with unprecedented precision. Companies that effectively incorporate AI into their strategies can gain significant competitive advantages.

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With the gradual elimination of third-party cookies, marketing specialists face a fundamental challenge in how to track and measure the so-called customer journey. Companies will transition to first-party data strategies, contextual audiences, and consensual data collection. These changes require a new approach to analytics and customer relationships, emphasizing transparency and consumer trust.

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Examples

• Samsung: improved audience segments using GDPR-compliant data reconciliation (Decentriq).

• Swiss Bank: used first-party customer data in a five-week campaign with significant results (Decentriq).

• Statistics: 78% of companies consider first-party data the most important personalization tool (Decentriq).

In 2026, e-commerce will merge inseparably with social media, creating new opportunities to shop directly on platforms like TikTok, Instagram, and Pinterest. Social media e-commerce allows consumers to discover, explore, and purchase products without leaving the platform, significantly shortening the purchase path. Influencer marketing will become even more connected to direct commerce, and brands will invest in live streams and interactive shopping experiences to build close connections with audiences. It should be noted that all features are not yet available in Latvia, but seeing what's happening in the global market, we at least have an idea of what to expect in the future.

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Examples

• TikTok Shop: accounts for nearly 20% of all US social media commerce in 2025, selling products worth $87.02 billion, with volume growing by 21.5% (eMarketer).

• Instagram: more than 60% of users acknowledge discovering new offerings on this platform (PolarisMax).

• Pune's Food Business: implemented WhatsApp catalogs. Customers received notifications, ordered products, and paid with UPI, meaning in real-time and through mobile devices (Digital Trainee).

Short videos will also dominate digital marketing in 2026, particularly emphasizing authentic, unprocessed content. Platforms like TikTok, Instagram Reels, and YouTube Shorts will become the main channels for brand storytelling. Consumers prefer short, dynamic videos that deliver the important message in seconds. Vertical videos will become the standard, and those companies that can create engaging content will gain significant competitive advantages.

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Statistics:

• More than 50% of video marketers use short videos (Demand Gen Report).

• To learn about products or services, 72% of people prefer video content (Demand Gen Report).

• Video will be 82% of internet content (Lindy).

Brand Examples

• GoPro: uses short videos on Instagram Reels in collaboration with creators, for example, BASE jumping from a bridge (Madgicx).

• Duolingo and Scrub Daddy: low-cost and humorous content, responding to trends in real-time (Medium).

• Guess campaign on TikTok: the first brand to collaborate with TikTok on the #InMyDenim challenge in TopView format (SuperAGI).

• Engagement: short videos reach viewers 3-5 times more than standard images ([x]cube LABS).

Next year, consumers will be even more informed and demanding about brand values and sustainability. Environmental, social, and governance issues will be paramount in purchase decisions. Companies must demonstrate real sustainability initiatives rather than engage in greenwashing. Transparency in the supply chain, carbon footprint reduction, and corporate social responsibility will be mandatory requirements, not just marketing tactics.

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Some Greenwashing Scandals

• H&M Conscious Line: H&M launched this clothing line to promote "sustainable fashion," using terms like "natural cotton" and "recycled fabrics." But critics pointed to a lack of transparency and the fact that fast fashion is inherently unsustainable (Go Fish Digital).

• Procter & Gamble was accused of greenwashing over its Charmin toilet paper. Although it claimed forestry was responsible, the brand purchased wood from Canada's boreal forests (arXiv).

• In 2025, greenrinsing (literally "green rinsing") appeared - a new form of greenwashing where companies set ambitious net-zero targets to attract investors, only to later change the targets or quietly abandon them (arXiv).

Augmented reality and virtual reality technologies are becoming accessible and are being incorporated into everyday marketing. In 2026, consumers will expect interactive experiences - virtual opportunities to try products and view them in 3D, engaging events. Interactive content increases audience engagement and creates an emotional connection between brand and consumer.

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Examples:

• L'Oréal Makeup Genius: this app allows consumers to "try on" cosmetics using their smartphone camera. It recommends products based on your actions and search history (IBM).

• Snapchat Filters: beauty brands use Snapchat filters to let users "try on" lipstick, foundation, or glasses. It's quick, fun, and gives a reason to engage (Marketer Milk).

• IKEA: mobile app using augmented reality allows customers to visualize how furniture will look in their homes (Demand Gen Report).

• Car Selection: car manufacturers and furniture stores use augmented reality apps to let customers choose colors, materials, and features in real-time (Warmly).

• The North Face VR: The North Face allows potential customers to test inventory by offering virtual hikes through the Himalayas or Yosemite National Park (Madgicx).

With the growing popularity of smart devices and voice assistants (Alexa, Google Assistant, Siri), voice search optimization will become particularly important. Consumers are increasingly using conversation for searches and purchases, requiring a new approach to SEO and content strategies. Conversational marketing, which includes chatbots and AI-driven virtual assistants, serves customers around the clock.

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Global Statistics

• In 2025, voice search accounted for nearly 50% of online searches using Siri, Alexa, and Google Assistant (PolarisMax).

• Nearly 98% of smartphone users have tried Siri at least once, and 62% of iPhone users admit they use it while driving (Benchmark Email).

• Google Home is one of the best at answering voice searches, with accurate answers 81% of the time (Benchmark Email).

• Most Popular Queries: forecasts suggest the five most popular voice searches for 2025, when we get full statistics, will likely be "restaurants near me," "food delivery near me," "weather near me," "play music," and "set reminder" (eMarketer).

In 2026, brands will transition from mass audience engagement to niche communities. Micro-communities united by interests and values create higher engagement and loyalty than broader but less defined audiences. Companies invest in platforms and initiatives that promote natural dialogue and co-creation with customers, thus creating long-term relationships rather than offering one-time transactions.

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Brand Examples

• Red Bull: fully immersed in the extreme sports community, focusing more on community members than on sales (ACM Digital Library).

• Dr. Martens: collaborated with singer Cariss Auburn in the #TeamUpOnTheTrack campaign to get user-generated content from fans (Strapi).

• Strava: fitness app builds a community of runners and cyclists (Conductor).

• Convert Kit, Coach Hub, Webinar Ninja: created communities for people in specific professions: entrepreneurs, coaches, etc. (Wikipedia).

Economic uncertainty is prompting companies to focus on measurable results and return on investment (ROI). In 2026, performance marketing will dominate, emphasizing data-driven decisions and precise campaigns. Marketing teams must demonstrate the value of every euro spent using advanced analytics methods.

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In 2026, consumers will expect excellent experiences across all touchpoints - from social media to store. An omnichannel strategy is no longer a choice - it's a necessity. Companies must integrate all channels into a unified system, thus providing clear messages, personalized experiences, and seamless transitions between digital and physical platforms. AI and data analytics play a key role in this integration.

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Advertising Automation: by the end of 2026, platforms like Meta plan to fully automate advertising. Brands will only need to submit the product and budget, while targeting and optimization will be up to AI.

Success Examples

• Amazon: successfully combined online and offline experience with Amazon Hub, Amazon Hub Locker, and other options (Stack Influence).

• Disney: uses all data that customers provide online to deliver flawless experiences at resorts (Stack Influence).

• Aldo: created a customer profile that combines in-store purchases, online orders, and engagement history (Status).

In public relations in 2026, there will be a significant shift from intuition-based campaigns to data-driven strategy. Specialists will increasingly use advanced analytics tools to measure message effectiveness, audience perception, and campaign impact in real-time. This approach allows faster response to market changes and improves communication to achieve maximum impact.

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In the age of AI and deepfakes, authenticity becomes the main currency in public relations. Consumers and media will be particularly sensitive to false or manipulated content. Companies must demonstrate genuine transparency, tell authentic stories, and show real values. PR specialists must work to build trust with consistent, honest communication and quick crisis response.

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This trend is also closely related to user-generated content and micro-influencers:

User-generated Content Statistics: 86% of people trust brands that share user-generated content more, and 83% have purchased more (IBM).

Micro-influencers: 81% of brands rate content created by micro-influencers as appropriate or exceeding their expectations (Status).

At a time when traditional media influence is waning, influencers and industry opinion leaders will become particularly important partners for PR specialists in 2026. Micro- and nano-influencers with closely engaged niche audiences often achieve better results than celebrities with millions of followers. PR strategy includes long-term collaboration with authentic opinion leaders who communicate brand values and can provide credible recommendations.

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Examples

• Maybelline: collaborated with makeup micro-influencers in the #maybellinevinylink campaign which had 5000+ posts (Trackier).

• Active Campaign: on TikTok collaborated with Joanna Yung, receiving 537 likes and 464 saves, 90% of comments were requests for tool links (IQFluence).

In 2026, PR specialists will create diverse multimedia content tailored to different platforms and audiences. Traditional press releases will be supplemented with videos, podcasts, infographics, and other interactive elements. Visual messaging and emotionally saturated content will become as important as facts and data, as media and customer audiences seek more user-friendly content that's easy to share.

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In the social media age, crises arise faster than ever before. In 2026, companies will need real-time monitoring tools and rapid response protocols. PR teams must be ready to respond within minutes with natural and empathetic messages. Proactive communication, transparency during crises, and the ability to learn from mistakes will become an integral part of the work.

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2025 Crises and Their Management

Bud Light: attempted to expand its audience by collaborating with transgender influencer Dylan Mulvaney. The campaign created conservative customer resistance and widespread boycott. Sales decreased by 24%, and the company lost its position as America's best-selling beer (Salespanel Blog).

Target Data Breach: within hours of the data breach, Target CEO Brian Cornell published a video message on Twitter and Instagram, expressing regret and outlining what the company would do immediately (Invoca).

American Airlines: when a plane collided with an army helicopter, killing 67 people, the company activated social crisis protocol within hours, posting news updates, offering support, and sharing a video statement from the CEO (Decentriq).

Astronomer Scandal: two married senior employees of the company Astronomer were caught on the Kiss Cam at a Coldplay concert. The video went viral after they were caught on screen as a couple and hid from the camera (Bedding News Now).

Jet2 Response: chose not to use traditional crisis communication channels and instead naturally engaged in TikTok communication: sometimes it's better to join the conversation than fight it (Salesforce).

In 2026, company employees will become the brand's most important messengers. Companies must invest in employee advocacy programs, training, and improving internal communication to create authentic brand ambassadors. Potential customers trust employee opinions more than official company messages, making internal relations as important as external ones.

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After years of minimalism dominance in design, 2026 will see a return to maximalism - bold colors, expressive compositions. Brands are seeking opportunities to stand out in a saturated market using visually impressive design that attracts attention. In a time when the pandemic is behind us, this trend reflects the desire for optimism, creativity, and individual expression.

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Brand Examples

• Burberry and Figma: Burberry revived ornamental logo, Figma renewed colorful brand (Salespanel Blog).

• Liquid Death: gothic text and bold identity (Salespanel Blog).

• Heyday Canning: bright, conflicting colors (Salesforce).

• Meow Wolf: interactive website with animated elements and overlapping textures (Salesforce).

In the design world in 2026, a new paradigm will form where AI-generated elements will be combined with human creativity. Designers will use AI tools for concept and variation development, everyday task automation, but humans will remain irreplaceable in strategic thinking, emotional engagement, and final decisions. This symbiotic relationship between technology and creativity will create a new level of quality and efficiency in design.

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Nostalgic aesthetics, 90s design elements, and retro color palettes will experience a renaissance, but with modern technological execution. This trend will combine nostalgic emotions with contemporary design: 3D effects, motion animation, and interactive elements. Designers will create new interpretations of past styles that will appeal to different generations.

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Design will transcend visual aesthetics and become a tool for responsibility toward social processes and the environment. Sustainable design includes not only environmentally friendly product materials but also energy-efficient digital design and accessibility for all users regardless of their abilities. Inclusive design that reflects diversity and ensures access for people with various needs becomes an industry standard, not just an option.

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In 2026, static visual identity will give way to dynamic, animated systems. Logos that adapt to context, animated graphic systems, and interactive design elements will become the norm. Motion design will no longer be just for production videos - it will become a fundamental part of brand identity at all touchpoints from websites to mobile apps and digital advertising.

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Animated logos are undoubtedly the most widespread trend in motion design. Such a logo breathes life, making it easier for customers to understand (Nevolearn).

Three-dimensional elements, isometric illustrations, and spatial design will become increasingly common in digital environments. Improved technologies allow easy integration of 3D elements into website design, mobile apps, and digital advertising without performance compromises. These elements create depth, augmented reality, and immersive experiences that help brands stand out and engage users more.

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