Dentsu unveils key 2026 media trends: Human Truths in The Algorithmic Era
dentsu has unveiled its 2026 Media Trends report, Human Truths in the Algorithmic Era, revealing how three enduring human behaviors; simplicity, sociability, and attention, will shape how brands grow in a world increasingly guided by algorithms.
Now in its 16th edition, the annual report decodes the shifts reshaping global marketing and media investment. As AI, automation, and cultural convergence redefine how people discover, connect, and consume, dentsu identifies the universal human truths that remain constant, and how brands can harness them to grow in 2026 and beyond.
“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, 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.”
The Three Human Truths Driving Growth in 2026
1. We Are Simple Until We Are Complex: 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. New opportunities include Search Experience Optimization across conversational and multimodal environments, strategic deployment of Agentic AI, and the rise of the Friction Paradox.
2. We Are Social Animals: Connection remains core to human behavior, even in digital-first ecosystems. As influence decentralizes, the report explores how communities and creators now define culture, from Reddit forums to streaming fandoms. Brands that empower participation, through live experiences, shared nostalgia, and business messaging channels. can drive stronger engagement and advocacy.
3. We Don’t Read Advertising: Attention has become the scarcest resource in marketing. dentsu’s research shows that brands must focus on quality over saturation, leveraging AI-generated audiences for sharper insights, NextGen video for measurable brand impact, and new entertainment formats, sports docuseries, gaming, anime, and microdramas, to build enduring cultural relevance.
“In Asia Pacific, we’re seeing a major shift where technology is no longer just the infrastructure behind campaigns, it’s becoming the bridge for human connection,” said Prerna Mehrotra, Chief Client Officer and Practice President, Media, dentsu APAC.
“Today, growth is defined not just by reach, but by resonance. Brands that succeed are those that simplify, socialize and surprise. With the emergence of niche communities, seamless tech, and audience co-creation, marketers must think on how to win in culture, act with creativity and move at the pace to drive relevance.”
“In the algorithm age, the winning brands are those that fuse intelligence with emotion, using media as the connective tissue linking people, platforms and purpose.”
“Looking ahead into 2026 and beyond, the most successful brands will be those that view media not merely as a channel, but as a dynamic system, one that learns, evolves and co-creates with its audience,” Mehrotra added.
The 2026 report underscores that media is no longer just a channel but a growth engine – connecting creativity, commerce, and culture. By using media as a flywheel that links brand storytelling to consumer experience, brands can move beyond adaptation to leadership in the Algorithmic Era.