Kantar’s Marketing Trends 2026 cuts through the noise so that CMOs can plan for brand growth with confidence.
2025 has proved that Generative AI is about more than speed and efficiency. Used wisely, it can help brands to understand people better and to make smarter decisions. And ultimately, any digital transformation will need to be harnessed to drive brand growth and brand value.
Our Kantar experts have identified ten trends – some emerging and others more established – and mapped out a point of view for the year ahead, including topics like purchasing agents, synthetic data, AI-native decision making, brand building in the age of algorithms and the rise of micro-communities.
So, how are brands building, training and tuning models they can trust? High quality and responsible data is the bedrock foundation for each of these trends.
Use these insights to focus your marketing strategy, prioritise what matters, and shape your brand growth in 2026.
Get in touch if you would like Kantar experts, tools and IP to guide you.
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