Media House has mapped out the main directions that will shape our digital tomorrow and from there, a fascinating contradiction emerges. The more powerful and automated technology (especially artificial intelligence) becomes, the more desirable human touch and authenticity actually becomes.

Here are the main changes that brands should already be aware of today.

1. SEO hands over the baton to AEO(AI Engine Optimisation)

Classic search engine optimisation is undergoing probably the biggest change in its history. If you’ve used Google recently, you’ll have noticed the AI-generated summaries and highlighted paragraphs. It’s predicted that by 2026, AEO search will account for a large proportion of all business visibility.

This will lead to a shift from SEO to AEO. What does this mean in practice? The focus moves to content that AI can immediately process and serve up as direct responses. Perhaps, where before the main focus was on website descriptions or blog posts, AEO wants to consume and analyse website texts in the form of questions and answers.

Here are three things to keep in mind:

• The era of the “zero click” is here. Already 69% of Google searches end without a visit to any website. Users can get their answer directly from the Google search results page or from various AI search engines (Gemini, Chat GPT, etc.).
• Structure is king. For AI to find and use content, it must be logical. Q&A formats and clear Schema Markup are critical here.
• Longer and more natural enquiries. People no longer search robotically for keywords, but use full sentences. Content also needs to be added to the website so that AI search engines can find the information, but it should be remembered that the usual Google search has not disappeared either, which reads data from web pages differently to AI search engines.

2. Social media: authenticity beats trends

The importance of authenticity in social media has been growing steadily over the last few years. Meanwhile, the rapid development of artificial intelligence led to a new creative boom, where visually striking and technically sophisticated styles were available to all and helped many brands stand out. But it was this accessibility that quickly made these forms commonplace. In the context of the digital platform, users are tired of an endless stream of content that becomes the same and are consciously looking for less, but more meaningful content.

People are looking for content that conveys real value and emotion. For brands, this means having the courage to be ‘unpolished’ and not participate in every trend just for the sake of visibility. In the age of the digital blog, the winner is not the one who posts most often, but the one whose content is honest, relevant and well-reasoned.

• Authenticity as a competitive advantage. Less “stock” feeling and overproduction, more real life situations. Behind the scenes, imperfect moments and real people inside the brand create trust that AI can’t replicate. Alongside the fast trends, content that doesn’t run out of days is emerging. Explanatory posts, experiential stories and knowledge sharing create long-term value for both the brand and the user.
• Content as a position. Neutral and inclusive communication loses impact. The brand is expected to have a clear vision and consistency. The courage to stand out with your content helps you stand out in crowded social media.
• Community is the new currency. The number of trackers does not pay the bills. The focus is shifting from reaching the masses to building communities. Impact and business value are created in smaller but engaged communities, where communication is two-way and trust grows over time. Channel choice will also become more strategic, focusing on those where the target audience is willing to engage and interact, rather than being present on all channels.

3. Video is the new search engine

TikTok and YouTube are no longer just entertainment channels – they are the primary sources of information for Generation-Z (and increasingly for older people). Before using Google, they look to social media for video tutorials or product reviews.

This brings us back to content: videos need to be optimised for search. This means clear titles, subtitles and content that answers specific questions. A “beautiful video” is great, but a “useful and engaging video” will drive sales.

4. Data privacy as a competitive advantage

As “cookies” disappear and regulations tighten, the value of havingfirst-party data is becoming more and more valuable. But here’s the catch – customers only give their data to those they trust.

2026. In 2011, privacy is no longer a legal headline at the foot of the page, but part of the branding. Businesses that can transparently explain why they need data and how it can make customers’ lives better will win. Trust is in short supply, and maintaining it is one of the most important tasks for marketers.

To sum up

Technology and AI are powerful tools, but they are only tools. 2026. Successful marketing in 2020 requires two things: on the one hand, technical ingenuity (AEO, data analytics and effective use of new opportunities), and on the other, a deeply human sense of authenticity and quality. Machines can do the dirty work, but the depth has to be created by the customer.