AI-assisted shopping and advertising will surge as the Gulf states support innovation, but a creator content boom will cause tensions around censorship.

Generational splits shape how consumers find, research, and trust banks. Younger adults move through digital channels with ease, while older adults rely on branches, human support, and established institutions.

On today’s podcast episode, we discuss our “very specific but highly unlikely” predictions for 2026: sports team sponsorships pushing the envelope, the ceiling for TikTok Shop, and a budding relationship between creators and retail media networks. Join Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Ross Benes, Senior Forecasting Analyst Oscar Orozco, and Principal Analyst Max Willens. Listen everywhere, and watch on YouTube and Spotify.

In 2026, AI will reshape advertiser workflows and behaviors, while rising video consumption will boost CTV and YouTube.

Social networks will claim close to 32% of US digital ad spending in 2026, as powerful AI systems and improved video monetization help push social past a plateau in time spent among US consumers.

Australia has enacted the world’s first nationwide ban on social-media accounts for anyone under 16, forcing platforms like TikTok, Instagram, YouTube, and Snapchat to remove underage users or face major penalties. Policymakers and researchers will study the effects on mental health, offline behavior, and migration to unregulated platforms—insights that could influence US policy, where similar proposals are already gaining traction. For advertisers, the implications are significant: removing millions of teen users would constrict future reach curves, shift youth attention toward gaming-adjacent spaces, raise competition for compliant inventory, and complicate early brand-building. Australia’s experiment may foreshadow US market disruption.

For social platforms, AI hype is colliding with user fatigue and rising regulations. In the US, they face stalled engagement and tougher rules as people demand more control and more human experiences.

The US accounts for just 10% of TikTok users but generates 41% of the platform's ad revenue worldwide, according to a July forecast from EMARKETER.

The EU’s regulatory environment will hinder investment in AI-generated ads and agentic commerce in 2026. But TikTok Shop’s expansion will be a catalyst for live commerce.

Canada’s digital economy is entering a faster, more competitive phase in 2026 as ad spending accelerates, short video surges, ecommerce climbs, and AI-driven search reshapes how audiences discover content.

LinkedIn released a report on the trends shaping small businesses in 2026, proving that technology, trust, and relationship building will be the pillars of success for small businesses in the years ahead. Despite the unique roadblocks small businesses face amid current macroeconomic conditions, success is possible for those who stay on top of emerging technologies, invest in their digital presence, and build professional relationships.

A spike in consumer interest, changing social expectations, and perception has brands and retailers leaning into men's fragrances. "The days of guys only wanting a classic, masculine scent are gone," said Sarah Armstrong, associate content manager at Axe US."Guys are looking for excitement in the fragrance category, wanting to explore new scent cues," she said. "For example, we've seen more gourmand, sweet fragrances come to market over the last few years."

Short-form video platforms like TikTok, Instagram Reels, and YouTube Shorts contribute to poorer cognitive and mental health, or “brain rot”, among viewers, per an analysis by Griffith University researchers. Research has previously linked social media use to mental health risks, especially for adolescents and young adults, but the rapid spread of short-form video adds a newer and increasingly common point of exposure.

Marketing professionals see AI leading to several shifts in consumer behavior that will greatly impact the fundamentals of digital advertising in the next 2 to 3 years, per a Funnel and Ravn Research study of in-house marketers and agency professionals. As AI reshapes digital and search advertising, the brands that thrive will be those who seize the opportunities presented by AI-driven changes.

Shifts in what consumers watch, how they search, and where they shop are reshaping Latin America’s digital economy—and how brands will reach audiences in 2026. Explore the five trends to watch in the year ahead.

Creator partnerships are increasingly a necessity for driving strong marketing results, according to a TikTok report on influencer-led campaigns. Even as influencer marketing proves its value, consumers are becoming more inundated with influencer ads. This makes it paramount that advertisers tailor their strategies for the best results as the influencer marketing space becomes highly saturated.

Mobile will account for nearly half of US online sales in 2026 and become the dominant channel in 2027. To make the most of this shift, retailers and brands should enhance integration of their shopping apps and loyalty programs.

Spending significantly less time with social media can reduce young people’s symptoms of anxiety, depression, and insomnia, according to a study recently published in JAMA Open Network. As with questions about nutrition, substance use, and other issues that affect a person’s health, clinicians should ask patients during appointments about their social media use and use the responses to deliver guidance on the risks of excessive time online. Healthcare marketers at provider organizations can also create resources for doctors to share with patients showing how too much social media and phone time can harm overall health.

This is the second installment of our “UK Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.