If the last few years have been about adopting new technology, 2026 will be about mastering it while rediscovering the human connection.

As we look toward the latter half of the decade, the marketing landscape in the UK is shifting beneath our feet. Artificial Intelligence is no longer just a buzzword; it’s an infrastructure. Meanwhile, audiences are becoming increasingly savvy, craving authenticity in a sea of automated content.

At Reach, we connect with millions of people across the UK every day, from national headlines to the local news that matters most. We see firsthand how audience behaviours are evolving. For UK businesses, staying ahead means looking beyond the next quarter and preparing for the next big shift.

Here are five emerging marketing trends we believe will define the landscape in 2026 and how your business can prepare.

1. From SEO to GEO (Generative Engine Optimisation)

For two decades, businesses have obsessed over ranking number one on Google. By 2026, the goalposts will have moved. We are entering the era of Generative Engine Optimisation (GEO).

With the rise of AI-powered search (such as Google’s AI Overviews and SearchGPT), consumers are increasingly getting direct answers without having to click a blue link. In 2026, your content strategy needs to shift from simply “containing keywords” to being the authoritative source that AI cites in its answers.

Why it matters: Visibility will depend on deep, authoritative content that answers complex user intent, not just surface-level queries. As a trusted publisher, Reach is well-positioned to help brands maintain their authority in this new AI-driven ecosystem.

2. The ‘Human Premium’ and Authentic Storytelling

As AI-generated content floods the internet, a new scarcity is emerging: genuine human connection. By 2026, we predict a “Human Premium” where audiences will actively seek out content that clearly comes from real people with real experiences.

Polished, generic ad copy will be outshone by raw, authentic storytelling. This is why opinion pieces, verified local journalism, and creator-led content are seeing a resurgence. Trust is becoming the ultimate currency. This is supported by our latest research, conducted by PA Consulting, Local Advantage: Where Trust Lives. According to the research, 87% of people prioritise trustworthy media, while 81% look for authenticity, reinforcing the enduring influence of reliable journalism on both audience behaviour and brand outcomes.

Why it matters: UK consumers are wary of “slop” (low-quality AI content). Associating your brand with trusted human voices, whether through local editors or long-term influencer partnerships, will be critical for cutting through the noise.

3. Hyper-Local Communities as the New ‘Mass Market’

In a fragmented digital world, the concept of a single “mass market” is fading. Instead, we are seeing a shift toward community-first marketing. Our Belonging in Britain research has long highlighted that people identify deeply with their local communities and shared passions.

In 2026, the most successful brands won’t just broadcast to the nation; they will engage specifically with cities, towns, and interest groups. This isn’t just about geo-targeting; it’s about cultural relevance.

Why it matters: National campaigns will need local resonance. Using local newsbrands enables businesses to connect with audiences in a trusted environment where they are already engaged in their community.

4. First-Party Data: The Post-Cookie Reality

We’ve been discussing the demise of the third-party cookie for years, but by 2026, privacy-first marketing will be the non-negotiable standard. The “emerging” trend here is how businesses are activating First-Party Data to personalise experiences without being intrusive.

It’s no longer enough to simply collect data; you need to utilise it to predict needs and deliver value.

Why it matters: Brands relying on rented audiences on social platforms will struggle with rising costs and declining reach. Partnering with publishers who own their audience relationships (like Reach’s 10m+ registered users) will be the safest way to target effectively and ethically.

5. Video 2.0: Serialised and Shoppable

Video isn’t new, but its function is changing. By 2026, we expect to see a move away from “viral hits” toward serialised, episodic content that builds loyalty over time. Think of it as brands becoming broadcasters.

Furthermore, the friction between “watching” and “buying” will all but disappear. Shoppable video, where users can purchase products directly within a video player without leaving the page, will move from a novelty to a standard expectation for UK e-commerce.

Why it matters: Engagement is moving deeper, not just wider. Brands need to create video content that keeps viewers coming back for “Episode 2,” rather than just scrolling past a 6-second ad.

The common thread across all these trends for 2026 is trust. Whether it’s trusting the AI to give the right answer, trusting a brand’s use of data, or trusting the human voice behind an article.

At Reach, we are committed to helping UK businesses navigate this future, combining the scale of our data with the heart of our journalism.

Are you ready for 2026?