The last quarter of the year: three keys in communication and marketing to plan for 2026

By Mariela Navazo Lic. in Marketing and director of MKT Activa

With our eyes set on the new year, the end of 2025 invites us to review strategies, adjust messages and anticipate the trends that will set the pulse of communication: artificial intelligence, trust and personalization.

Marketing and communication are going through a moment of accelerated transformation. According to recent reports from Gartner y HubSpotthe main trends that will mark 2026 revolve around three axes: artificial intelligence applied to communication, building trust against advertising saturation and creating personalized experiences that connect with the audience.

1. Artificial intelligence at the service of communication

AI is already part of daily work in communication: from content creation and metrics analysis until the automation of repetitive tasks. Generative AI platforms allow you to draft, summarize information or generate ideas, while data analysis tools make it easy to identify behavioral patterns, measure impact and anticipate trends.

Practical tips:

• Use AI for audience analysis and segmentation, freeing up time for strategy and creativity.
• Integrate active listening and social media analytics solutions, such as Brandwatch o Talkwalkerto detect trends and adjust messages in real time.
• Combine AI with human review to ensure authenticity and relevance in each content.

2. Trusted marketing against advertising saturation

Consumers are increasingly exposed to digital messages and advertisements. According to Nielsenmore than 60% of users ignore repetitive or irrelevant content. In this context, brands that prioritize Transparency, coherence and authentic storytelling They manage to generate higher levels of trust and engagement.

Practical tips:

• Build expert spokespersons and educational content that provides value, beyond the sale.
• Monitor brand perception on networks and review platforms to detect deviations in time.
• Bet on organic communication strategies—newsletters, blogs, audiovisual content—that genuinely connect with the audience.

3. Personalized experiences as a key loyalty factor

Personalization is no longer a differential: it is an expectation. According to Salesforcemore than 70% of customers expect brands to offer experiences tailored to their preferences. This principle applies to both digital communication and in-person interaction: each contact must feel relevant and authentic.

Practical tips:

• Implement CRM systems such as HubSpot, Salesforce o Zoho to know the client better and design personalized tours.
• Analyze behavior and preference data in real time to adjust offers, content and experiences.
• Bet on interactive activations and hybrid events that connect the digital with the physical, generating memorable experiences.

The balance between technology and humanity

The key to communication in the coming months will be integrate technological intelligence with human sensitivity. AI facilitates efficiency and analysis of large volumes of data, but creativity, storytelling and empathy remain essential.

Integrate technology, trust and personalization It will allow brands to stand out in an increasingly competitive environment. It is not just about implementing advanced tools, but about generating authentic experiences that connect with people. Companies that manage to balance efficiency, transparency and relevance They will build lasting relationships and strengthen their positioning in a sustainable way.