The 16th annual edition of dentsu Media Trends, Human Truths in the Algorithmic Era, is out today!
In this strategic guide packed with actionable insights for marketers, we explore how brands can drive growth and thrive in times of guaranteed uncertainty by focusing on three human behaviors that remain constant even as technology evolves.
Whether you’re planning your next campaign, rethinking your media mix, or exploring new tech, this report offers insights you need to lead with confidence.
1. We Are Simple Until We Are Complex: Search, Agents, and Commerce
In a complex world, our brains are wired for simplicity. The first section of the report examines what people’s desire for convenience means for brands looking to maximize the search, agentic AI, and commerce opportunities.
Search is undergoing a profound transformation as artificial intelligence permeates our screens and devices. This is when search experience optimization enters the stage for brands that want to stay relevant in the Algorithmic Era.
Agentic AI has become the new darling of boardrooms, but too many companies rush into the agentic AI arms race without a clear plan, fueling rapid agent inflation. Yet, strategic blueprints for success exist.
If you think friction is always bad, think again. The commerce friction paradox shows that just the right amount of friction can pique interest, build anticipation, drive desire and deepen brand loyalty.
2. We Are Social Animals: Communities, Memories, and Messaging
In an age of digital isolation, the second section reminds us that people still crave connection. Brands that support communities, not just sell to them, will win in 2026.
From Reddit threads to TikTok creators, influence is becoming decentralized. The report shows how brands can build credibility by partnering with authentic voices and embracing platforms where real conversations happen.
It also dives into the resurgence of shared memories, from Millennial nostalgia to live streaming events. Whether it’s Oasis on tour or Netflix’s WWE show Raw, brands that tap into collective experiences can spark cultural relevance and emotional resonance.
And don’t overlook business messaging. With messaging apps offering versatile ways to engage people, brands now have the opportunity to unify media, commerce, and customer service into a single persistent conversation. The report offers real-world examples of how messaging is becoming a growth engine.
3. We Don’t Read Advertising: Generated Audiences, Entertainment, and Long-Term Impact
The final section covers how brands can overcome advertising’s diminishing returns in a world of doomscrolling and AI-generated content through better signal quality, a more sophisticated understanding of attention, and new opportunities across the entertainment spectrum.
It explores how AI-generated audiences (i.e., virtual personas that simulate real-world behaviors and sentiments) help marketers test ideas, refine messaging, and reach hard-to-access segments with speed and precision.
The final section also reports on groundbreaking research like Carat’s Brand Reset, which proves that NextGen video platforms can build brand equity and drive long-term sales.
If you’re looking for new creative whitespaces, the last trend in the report is a goldmine. From sports docuseries to anime partnerships and microdramas, brands are embedding themselves in storytelling that resonates across generations and geographies.
Taken from: https://www.dentsu.com/blog/human-truths-in-the-algorithmic-era-2026-media-trends