Ogilvy has released its latest Futures report, highlighting a growing tension between the rise of AI-generated content and the increasing demand for authentic human connection in marketing.
Titled The Human Premium, the ninth annual report outlines 14 key trends shaping communications and consumer behaviour in 2026, pointing to a fundamental shift in how audiences engage with brands.
AI overload meets human demand
Richard Brett
Richard Brett, Chief Executive Officer at Ogilvy PR ANZ, said marketers are navigating two opposing forces: the explosion of AI content and a renewed appetite for realness.
“Creators are becoming the new dominant voices in culture as the purveyors of relatability and real connection, yet AI is flooding the internet with slop,” Brett said.
He added that audiences are increasingly sceptical of digital content.
“When everything can be faked, reality becomes a luxury.”
From algorithms to authenticity
The report identifies a shift away from algorithm-driven feeds toward more intentional, human-led experiences.
Consumers are gravitating toward smaller communities, creator-led commerce and serialised content formats that offer deeper connection and continuity.
Trends such as “Internet Intimacy” and “The Human Algorithm” point to growing trust in curators, niche communities and authentic storytelling over polished, large-scale campaigns.
Creators drive the next phase
The report also highlights the evolving role of creators, with influencer marketing moving beyond awareness into commerce and long-term partnerships.
Creator-led ecosystems, including live shopping and “merchant-entertainer” models, are becoming increasingly central to how brands drive measurable outcomes.
At the same time, AI is expected to play a growing role in scaling performance and automation, particularly in lower-funnel activity.
Craft as a signal of trust
Bridget Jung, Executive Creative Director at Ogilvy Sydney, said audiences are increasingly seeking tangible proof of human involvement.
“When machines can do almost anything instantly and perfectly, humans are reaching for proof that something was made by someone. That’s craft. That’s sensory experience.”
A critical moment for brands
Brett said the findings signal a pivotal moment for marketers, with relevance increasingly tied to authenticity and cultural resonance.
“Futures 9 highlights a range of trends that brands need to not just take note of, but act on. Those that don’t may find themselves scrambling to understand these movements at a time when remaining relevant has never been more important.”
Top Image: Ogilvy