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n 2026, marketing trends will be largely driven by new technologies (think: AI and VR), coupled with the continued consumer demand for authenticity and personalization. Even as sophisticated technology tools gain traction, audiences still crave genuine human connection — and they prefer to buy from value-driven brands. Successful 2026 campaigns and marketing strategies will balance AI-related gains in impact and efficiency with a commitment to building trust and brand loyalty.
As we head into the new year, here are seven major trends for marketers to keep in mind.
1. AI-Powered Personalization
Almost 90% of marketers use AI daily for a variety of tasks, but personalization is perhaps the biggest AI-related marketing trend for the year ahead. Consumers want to feel seen and heard, and AI can do that by interpreting subtle behavioral signals and dynamically tailoring content, ad copy, product recommendations, and even websites in real time. For example, a first-time visitor to a site might see a welcome offer and a clear depiction of the brand story, while a returning customer will see recommendations based on their past activity.
2. Generative Engine Optimization (GEO)
SEO is so 2024. The new goal for marketers? To create content that can be cited as a credible source by AI chatbots or LLMs (large language models). GEO refers to optimizing content so it can be easily crawled and summarized, making it a reliable source that helps generative AI formulate meaningful, long-form responses. This is a huge area of growth for the travel industry: A 2025 survey found that about 70% of Millennials and 66% of Gen Z already use AI to create their vacation itineraries, and that number is predicted to increase in 2026.
3. Storytelling Through Video and VR
Short-form, easily digestible video content on platforms like TikTok and Instagram Reels will continue to engage viewers in high numbers, with these channels increasingly functioning as search tools for consumers. Immersive storytelling and experiences will take a leap forward, as Augmented Reality (AR) and Virtual Reality (VR) move into mainstream marketing. There’s exciting potential for these technologies in the travel and wedding industries — for example, customers can virtually “try on” wedding dresses, walk through resorts, or explore a city they’re planning to visit.
4. User-Generated Content (UGC) and Authenticity
With AI becoming commonplace in digital ads and other promotional materials, consumers are seeking genuine human connection. That means even more importance is placed on all forms of UGC. UGC, or user-generated content, refers to reviews, images, videos, or testimonials created by consumers rather than by the brand. Instead of slick, overly polished imagery and messaging, marketers will want to give greater visibility to real people and raw, unfiltered content.
5. Community Building
Social media used to be a place where you could easily find your niche or community. Now that social platforms have become oversaturated and less differentiated, more users are seeking out private communities on specialized forums like Facebook Groups, Discord, and Slack. Case in point: About two-thirds of internet users belong to online communities. Brands can build loyalty and gain valuable audience insights by participating authentically in these spaces.
6. Strategy and Ethics
Data breaches, deepfakes, text scams, AI hallucinations — these days, there are minefields everywhere in the online world. Marketers will need to balance technological innovation with building trust and making audiences feel safe. Growing user privacy concerns have led to the phase-out of third-party cookies, making it crucial for marketers to collect and leverage first-party data (information willingly shared by customers). Consumers are more likely to share that personal information with brands that respect their privacy and clearly communicate their data practices.
7. Meaningful and Inclusive Marketing
Consumers, particularly younger audiences, want brands to care about what they’re selling and the impact it makes. Marketing that prioritizes ethical practices, inclusive design, and cultural sensitivity appeals to audiences who want to buy from companies with values that mirror their own. That means going beyond the basics to encompass functionality as well as content — for example, a digital asset could feature people of diverse races, and also include either video captions or alt text for imagery to ensure it’s accessible to people with vision disabilities.
Looking to craft a strategy that takes into account the biggest 2026 marketing trends? Hawthorn Creative can help you head into the new year with a strong marketing plan. Get in touch today to schedule a consultation.