Dentsu predicts a human-centered future for media and marketing

Dentsu has released its 2026 Media Trends report, Human Truths in the Algorithmic Era, outlining how three enduring human behaviors — simplicity, sociability, and attention — will shape the future of media, marketing, and business growth.

Now in its 16th edition, the annual report examines how automation, artificial intelligence, and cultural convergence are transforming how people connect, consume, and discover. Amid this technological change, dentsu identifies fundamental human behaviors that remain constant and critical for long-term brand success.

Finding stability in a world of algorithms

Will Swayne, global practice president, media and integrated solutions, dentsu: “In an age where every click and scroll is influenced by algorithms, the most powerful insights remain human. Brands must focus on what remains stable over time by rooting their strategic thinking in core, invariable human behaviors to rigorously evaluate where to invest in the Algorithmic Era.”

The report highlights three core human truths expected to drive brand growth through 2026:

We Are Simple Until We Are Complex: As technology adds complexity to everyday life, consumers still value convenience and clarity. The challenge for brands lies in balancing efficiency with emotion. Opportunities include search experience optimization across conversational environments, strategic use of agentic AI, and understanding the Friction Paradox — when too much simplicity risks losing engagement.

We Are Social Animals: Connection remains at the heart of human behavior. With influence spreading across communities and creators, brands that foster participation through live experiences, nostalgia, and conversational commerce can deepen engagement and advocacy.

We Don’t Read Advertising: Attention is now marketing’s rarest resource. Dentsu’s research urges brands to prioritise quality over volume, using AI-generated insights, next-generation video formats, and emerging storytelling platforms such as gaming, anime, and microdramas to maintain cultural relevance.

Media as a growth engine

The 2026 report positions media as more than a channel — a driver of growth linking creativity, commerce, and culture. By using media as a strategic “flywheel” that connects brand storytelling with consumer experience, dentsu argues that companies can move from adaptation to leadership in an increasingly algorithmic world.

The full report can be accessed here

www.dentsu.com

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