Ogilvy identifies 14 trends shaping comms in 2026

Ogilvy has released its ninth annual Futures report, The Human Premium, examining the communications and marketing trends shaping 2026.

The report identifies a central tension for brands: the rise of AI-generated content versus the increasing consumer demand for genuine human connection.

Richard Brett, CEO, Ogilvy PR ANZ: "Creators are becoming the new dominant voices in culture as the purveyors of relatability and real connection, yet AI is flooding the internet with slop. That means audiences, whilst running towards platforms and new technologies, are at the same time increasingly assuming everything they see is synthetic. When everything can be faked, reality becomes a luxury."

The report outlines 14 trends across three chapters, offering guidance for brands navigating evolving consumer behaviours, from culturally resonant campaigns to creator-led commerce.

New rules of realness

Key trends in the first chapter highlight how audiences are seeking authenticity amid AI proliferation:

Intention Seeking – Consumers crave purposeful, creative expression rather than endless algorithmic scrolls.
Internet Intimacy – Smaller, interest-driven communities are replacing hostile public feeds.
Patina and Proof of Craft – Authentic sensory experiences and visible craftsmanship signal real work.
The Human Algorithm – Curators and niche tastemakers are trusted filters in automated ecosystems.
Relationship Revolution – Decentralised social networks are gaining momentum.
Little Fires Everywhere – Smaller, culturally resonant ideas are replacing traditional big-bang campaigns.
Asiamax – Young Australians increasingly look to Asia for inspiration and identity.

Bridget Jung, Executive Creative Director at Ogilvy Sydney: "When machines can do almost anything instantly and perfectly, humans are reaching for proof that something was made by someone. That's craft. That's sensory experience. And that's what machines cannot claim."

Trends in creator social

The second chapter explores the evolving role of creators:

Created by Humans, Run by Agents – AI supports influencer marketing operationally, but human creators remain essential for trust and originality.
Serialised Influence – Audiences favour long-term, episodic content over short-form transactional posts.
Thumbs Up – Measuring ROI is becoming more nuanced beyond likes and reach.
Equity Partnerships – Brands and creators are forming deeper alliances.
Private Social, Public Social – Fans increasingly interact in private groups before meeting in real life.
Merchant Entertainers – Creators operate storefronts, host live shopping events, and generate measurable revenue.

Agent social

The final chapter, Say Hello to Agent Social, highlights the rise of autonomous AI agents capable of complex social interactions. While these present opportunities for brands, Brett warns of the risks associated with convincing, sometimes malicious AI-generated content.

Brett: "We've seen significant shifts in consumer behaviour and audience demands, both online and in the real world. But never have we seen such a movement towards real experience and human connection, juxtaposed with increasing AI use and technology engagement. Futures 9 highlights a range of trends that brands need to not just take note of, but act on."

The full report can be accessed here

www.ogilvy.com.au

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