连接趋势点：2026年五大关键营销趋势

Contents Notes on methodology 01 storm - but it’s making insights generic andstereotypical All figures in this report are drawn from: •GWI Core- our continuous online research among individuals aged16-64 (or 16+) in 54 markets worldwide•GWI USA- our continuous online research among 80,000 Americansannually aged 16+•GWI Kids- our annual online research among 20,000 children aged8-15 in 18 markets.•GWI’s bespoke researchamong 550 advertising and marketing 02 – there’s a big gap(and opportunity) between intent and behavior 03 dominant media in our lives The World Cup hype is serious – and 2026 fansaren’t who you think04 For our GWI Core data set, we speak to over 1 million individuals annually.Where relevant to their interests / behaviors, Core participants will beinvited to take part in further studies about specific topics: GWI Alcohol,GWI Automotive, GWI Consumer Tech, GWI Gaming, GWI Luxury, 05 take them seriously as a defined generation Throughout this report, we refer to indexes. Indexes are used tocompare any given group against the average (1.00), which unlessotherwise stated refers to the global average. For example, an index 2026 is nearly upon us, and odds are your marketingand advertising plans are mostly firmed up. Yourfocus is probably squarely on a few key things too;AI and hyper-personalization, short-form video, and This report highlights the big trends that aren’tso obvious – the ones your strategy might beoverlooking, because the best insights require somedigging to uncover. Leveraging a wealth of researchtapping into over 2M+ annual surveys, including new JASON MANDERCHIEF INSIGHT OFFICER, GWI AI is taking the marketingindustry by storm -but it’smaking insightsgeneric Ask our customers AI isn’t a strategy, a workflow or a finishedcreative idea— it’s a tool. And like any tool, it’sonly as strong as the human talent steering itand the data it was trained on. When eitherof those inputs is flawed, the output won’t justbe wrong, it will be wrong at scale. That’s whyhuman oversight isn’t a safeguard; it’s the entirepoint. The real opportunity is in pairing machine Cristina LawrenceChief Social & InnovationOfficer, Razorfish Big on insight, small on action: the size of the gap If you’re reading this article, chances are you’vealready adopted AI tools within your workflows: 84%of the advertisers and marketers we recently surveyedin the US said they were using AI professionally. % of US advertisers & marketers who say consumer insights are somewhat/very important for thefollowing vs the % who use them often, almost always, or always (i.e. 51%-100% of the time) % who place value on using consumer insights in decisions% using these inputs in decisions Sure, there are some laggards. The smallestcompanies are furthest behind, as are C-level execsand older professionals. Their objections - centeringaround lack of expertise, privacy, or trust - will all be Content strategy or editorial planning Campaign or media planning In the world of consumer insights, AI tools offertransformative promise. We know that advertisers andmarketers place considerable value on the importanceof insights. We can also see that those using consumerinsights in decision-making report materially higher Competitor or market analysis Why? Friction gets in the way. Think about traditionalways to access insights, and we can all picturescenarios where data isn’t available, insights take toolong, or it’s too difficult to distill the overwhelmingamount of data available. As a result, professionalsare most likely to default to their own experience and Brand positioning Audience targeting But AI tools can change the gamehere - and in fact, they already are.Our research shows they’re now thethird most used input for decision-making, having leapfrogged muchlonger-established inputs like find tools drawing upon pressreleases, government files, one-off free reports, and snapshots ofdata from research companieswhich aren’t behind paywalls. You’llfind your target audience defined We like AI tools because they’requick, they’re easy to use andaccess, and they understand thecontext of what we’re trying to doand deliver results accordingly. Worse still, you may find yourinsights are becoming stereotypicalor bland. While some of the bestideas come from unexpected orsurprising insights, AI tools are Here’s the challenge, though:insights are only as good as thedata they’re based on, and most AI How does this show up? It’s adefault towards audiences whichare cismale, Caucasian, andmiddle-aged. It’s a media plan Scratch the surface of this, andyou’ll quickly find that a lot of thatdata is old, inconsistent, biased, Ask our customers AI is extraordinary at surfacing anomalies - themoments where the math and the motivationdon’t match. But identifying the outlier is onlyhalf the story; understanding why it happenedstill requires human curiosity, intuition, andjudgment. When we combine AI’s speed with Jackie Mockridg