We circled the Burke House for a quick capture of what Reuben Rinkers are seeing as important trends in marketing in 2026. Not surprisingly, AI was a hot topic. But there are some interesting takes on how it may create greater opportunity for connecting with audiences in the coming year.

Eric: The Increasing Value of Authenticity

One trend I see coming in 2026 is a shift in tone regarding content creators and their role in marketing and advertising. With the rise of AI, I’d look for value to be placed on authenticity, as audiences seek content that is less performative, contrived, or manipulated, and that is more positive, humorous, and genuine.

That’s not to say that AI or clickbait headlines won’t still generate hits. People just might surprise us by gravitating toward content that connects rather than divides; that suggests solutions rather than rages about problems. This will give a new generation of influencers a stronger voice with specific audiences and greater impact on brand collaborations.

Clint: Seamless Offline and Online Marketing in 2026

A trend to watch in 2026 is the growing connection between offline and online marketing (often called phygital marketing). Traditional marketing channels such as print ads, brochures, direct mail, out of home and event signage are becoming especially important because they now serve as entry points to personalized digital experiences. Marketers’ priorities should not be focused on choosing between physical or digital channels.

Blending offline and online channels into a cohesive experience helps organizations reach people where they are, as consumers move effortlessly between physical and digital touchpoints. When organizations connect these experiences, they create stronger engagement and more measurable results.

Grace: AI Overviews and Zero-Click Optimization

If you’ve Googled anything lately, you’ve probably noticed Google’s AI is now answering questions directly at the top of search results. No click required. Those AI Overviews are showing up for nearly 50% of searches now, and that number’s only going up. So ranking on page one doesn’t matter as much if AI has already given someone their answer. What matters now is being the source Google’s AI pulls from, which means your content needs to directly answer questions and position you as the authority on your topic. It’s a completely different approach to SEO.

Keith: Guiding and Refining Design in 2026

With the use of AI across all areas of marketing everything will continue to change. As we learn to use AI to help with daily processes to become more efficient, we are responsible for keeping everything real. Each brand has its own personality, tone of voice, look and feel. Those things are where “handcrafted marketing” come into play.

The use of AI to create a seed of an idea can be useful to a point. It will be up to us to make sure the logo, look of a brochure, or print ad fits with the brands personality and style, across all areas of the brand. With digital and motion being more commonly used to help engage a target audience, a brand’s style must be able to stand out but stay consistent.

Kaylan: Short-Form Video Continues to Lead the Way

Short-form video isn’t going anywhere. In fact, it will remain the dominant content format across social platforms in 2026, just as it was throughout 2025. With users continuing to prefer quick, digestible storytelling, brands will lean even more into Reels, TikToks, and YouTube Shorts to capture attention in the first few seconds. We’ll also see the rise of more structured series-style content, but not necessarily long story arcs, more like simple recurring formats or themes that help audiences know what to expect. The real opportunity will be creating short videos that feel native, high-value, and intentional without requiring huge production time.

Michelle: How AI Will Redefine Marketing

In 2026, the big trend will continue to be the rapid evolution of AI. The pace of technological change is accelerating daily, and capabilities are expanding exponentially. From a marketing standpoint, one of the biggest areas to watch is how SEO is shifting into GEO and AEO— where generative and answer engines decide what content surfaces. Businesses will need clearer structure, stronger authority signals, and more intentional content strategy to stay visible in an AI-driven search landscape.

At the same time, AI is reshaping how teams plan, produce, and measure campaigns. Companies will continue adopting more sophisticated workflow automations and learning to operate in hybrid human–agentic environments. In this landscape, the role of an external marketing partner becomes even more valuable — providing adaptability, flexibility, continuity, and brand-aligned consistency while helping teams effectively navigate and integrate new technological advances.

JG: 2026 Will Reward the Quick

The old annual planning routine just doesn’t hold up anymore. By the time you’ve fine-tuned a strategy for later in the year, the landscape has usually changed — sometimes more than once. AI influences and economic shifts are just two of the many things that will likely affect business plans for 2026. The real advantage will go to the marketing teams that can notice changes early and adjust without getting bogged down. The challenge is that most in-house teams are already stretched thin just keeping up with what’s in front of them.

Effective leaders are doing two things: employing smaller, more frequent planning sessions, and inviting outside perspectives — agency partners, fractional support, and even advisors from other industries who aren’t caught up in the day-to-day grind. These techniques add flexibility, knowledge, and a fresh set of eyes that will pay off.

Your Turn: What Trends Are You Seeing?

We’ve only scratched the surface of what will drive or inspire marketing and communication in 2026. Let’s keep the discussion going. How do you see AI impacting your team? Where do you see opportunities in the coming year?

Reach out to us to join the conversation.