The industry of marketing global is facing a paradigm shift. After years of saturation of automated and ephemeral content, 2026 is shaping up to be the year of great refocusing: from quantity to intention, and from mass audience to intimate community. Experts call it the “unshittification” or unclogging of the digital ecosystem. Karina BarcellosChief Strategy Officer LATAM of the agency anotherdefines it like this: «Brands that understand this will not seek attention, they will build relevance. The difference is not who produces more, but who thinks better».
The 2026 paradox: invisible technology for a more human connection
The report is based on data such as that of the Digital 2025 Global Overview Reportwhich reveals the domain of YouTube con 2.5 billion usersprivileging valuable content over the ephemeral format. The strategy for next year is articulated around five central axes that resolve this paradox:
- Artificial Intelligence as a utility, not as a protagonist. AI stops being a “feature” and becomes the operational backbone, like electricity. The challenge, according to a McKinsey study that confirms its adoption in the 78% of companiesit is no longer adopting it, but provide it with human sense and strategic criteria.
- From SEO to GEO: the battle to be the reliable source of AI. Traditional search engine optimization (SEO) mutates towards GEO (Generative Engine Optimization). The goal is no longer just to rank, but for AI assistants to cite the brand as a source of authority, a change that rewards experience and confidence (EEAT).
| Key Trend | What does it replace? |
|---|---|
| Living Communities | Cold databases and massive audiences |
| Owned Media | Exclusive dependence on social media algorithms |
| Narrativas Cross-Platform | Isolated and repetitive content per channel |
The great return: the small, the own and the talked about
Faced with digital fatigue, brands rediscover the value of build small but hyper-engaged communitieswhere 200 active members generate more value than tens of thousands of passive followers.
In parallel, there is a strategic return to the own media (newsletters, podcasts, blogs) as trusted refuges from the volatility of algorithms. “The rule is clear: rent audiences on networks, but build your house on your own media«, summarizes Barcellos. The conclusion is that automation will handle the repeatable, but the human team must protect the unrepeatable: the voice, ethics and genuine connection of the brand.
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