Digital marketing is evolving every day: the use of artificial intelligence tools in marketing processes is no longer optional — it has become a necessity.
To remain competitive and keep up with market trends, it is essential to continuously monitor changes and implement innovations.
In the latest blog from the international marketing agency Sparsis, we discuss the changes and challenges that digital platforms are expected to face in 2026.
The rapid development of AI and conversational interfaces is changing the way people search for products and services. Keywords are increasingly being replaced by questions specifically formulated for AI tools.
In the past, Google was the primary source of information for most people, but today, SEO alone is no longer sufficient. Content now needs to be optimized for ChatGPT, Gemini, and other systems (GEO — generative engine optimization).
Recommendations:
Use structured data, such as schema markup and FAQs, so AI can accurately scan content, recognize it as useful, and display it to users.
Regularly review content to ensure compatibility with AI and update it as necessary.
Beyond SEO and GEO, artificial intelligence will be widely applied in other marketing processes.
According to Reuters, in 2026, Meta plans to fully automate targeting using AI. AI will also be implemented on websites, in email marketing, content marketing, and other areas.
Recommendations:
Integrate AI solutions into CRM, analytics systems, and creative production workflows.
Collect data on customer behavior to optimize their brand “journey.”
While users value relevant information, data privacy and security are becoming increasingly important.
According to Smart Insights, third-party cookies will gradually disappear, with a greater focus on first-party data and explicit user consent.
Recommendations:
Collect detailed information about audience interests and preferences through surveys and other interactions.
Implement cookie banners that clearly inform visitors about data usage and security measures, in compliance with standards.
Voice assistants, smart devices, and chat interfaces have already become primary sources of information.
According to Statista, over one billion voice searches are performed worldwide each month. Voice assistants provide comprehensive answers 93.7% of the time.
Recommendations:
Create content that answers audience questions in a conversational manner.
Integrate chat or voice features on websites to enhance the user experience.
Augmented and virtual reality (AR & VR) make content more engaging.
Brands are already using AR for virtual try-ons and VR for product demonstrations.
Recommendations:
Implement AR and VR technologies to showcase key products and services.
Incorporate interactive elements such as quizzes, configurators, and calculators.
Video remains the most in-demand form of content. Audiences prefer short clips that capture attention and drive action.
Recommendations:
Create short videos to engage audiences and direct them to other sources of product or service information (website, landing page, etc.).
Include captions to enhance engagement.
Collaborating with influencers strengthens brand trust: people tend to trust recommendations from other individuals more than corporate logos. Therefore, influencer marketing will remain relevant.
Recommendations:
Work only with influencers whose values align with the brand.
Monitor audience responses and campaign results to guide future content planning.
In 2026, business success will depend on market trust, creative content, and the effective use of AI capabilities.
Integrating AI tools into marketing processes will not only automate numerous tasks but also enable the creation of engaging content at lower costs while providing more accurate insights into customer behavior.
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