Simplicity, sociability and attention will shape brand growth in a media landscape guided by algorithms, according to Dentsu’s 2026 Media Trends report.
The study, Human Truths in the Algorithmic Era, reveals insights from 30 global media experts and decodes the global shifts reshaping marketing and media investment.
“In an age where every click and scroll is influenced by algorithms, the most powerful insights remain human,” said Will Swayne, global practice president, media and integrated solutions, at Dentsu.
“Brands must focus on what remains stable over time by rooting their strategic thinking in core, invariable human behaviors to rigorously evaluate where to invest in the Algorithmic Era.”
Balancing efficiency with emotion
In a world of complexity, convenience reigns, but only to a point. The report highlights how brands must balance efficiency with emotion and design experiences that both simplify and surprise.
In the Australian market, this translates into search experience optimisation tailored for conversational AI and voice search.
In 2026, brands will need to rapidly evolve their search strategies to keep pace with consumers.
Agentic AI applications in retail and entertainment and embracing the Friction Paradox, where intentional complexity drives deeper engagement.
“Technology and AI advancements are removing friction from our world,” said Harriet Swinburn, group strategy director at iProspect Australia.
“Removing a bit of friction helps with productivity, but I think if too much friction is removed that creates homogeny. A strategist’s value is in our opinion, but a strategist’s opinion flattens if it’s all sourced from the same AI,” she said.
“This report talks about the next stage where custom agentic AI agents will be fuelled on context-aware systems. They will be able to deliver multi-step tasks, adding strategic value.”
• Connection is core to Australian culture, from community sport to digital fandoms.
• Creators and communities on platforms like TikTok and Reddit are shaping cultural narratives as influence decentralises.
• Live experiences, from AFL finals to music festivals, are prime opportunities for brands.
• Business messaging channels are gaining traction for real-time engagement.
“These trends capture the reality that, despite the rapid advance of algorithms and Al, our need for human connection remains at the heart of how culture and brands evolve,” said Andrew McDonald, head of digital at Carat Australia.
“We need to start considering Share of Culture alongside traditional levers like Share of Voice. Whether on social platforms, in group chats, or at live events, it’s communities that shape the stories we share and the brands we champion.
The most effective brands are those that listen, support authentic voices, and find ways to participate in the moments that matter and trigger an emotional connection, but brands need to show up in a way that is authentic.”
Competing for attention in an AI-driven landscape
Attention is scarce, and Australians are increasingly selective.
Dentsu’s research shows that AI-generated audiences offer sharper segmentation and NextGen video formats, short-form, interactive and immersive are outperforming traditional ads.
Cultural formats like sports docuseries, anime and micro-dramas are gaining traction.
In 2026, rather than competing for the same mind space, brands must seize new opportunities to embed themselves within fast-growing entertainment territories.
The report reinforces that media is no longer just a channel, it’s a flywheel for growth, connecting creativity, commerce and culture.
In Australia, this means leveraging local insights to drive national relevance and using media to bridge brand storytelling with consumer experience.