5 Digital Trends to Watch in 2026

Every year brings a new wave of digital trends. Some fade quickly; others quietly reshape how organisations actually work. 2026 feels like it could be one of those turning-point years. 

2026 stands out not because everything is suddenly new, but because many long-running changes are finally settling into place. AI is no longer experimental. Consumer trust is no longer assumed. And the gap between what organisations promise and what their digital platforms deliver is becoming harder to ignore. 

Here are five digital trends we expect to matter most in 2026, and why they are worth paying attention to now. 

 

1. AI Stops Being a Side Project 

For the past few years, Artificial intelligence (AI) has sat on the edges of many organisations. Pilots, proofs of concept, and interesting tools that generate excitement before quietly losing momentum. 

That changes in 2026. 

AI begins to feel less like a novelty and more like infrastructure. It becomes embedded in everyday work, supporting content creation, data analysis, automation, and decision-making. 

Autonomous agents and workflow automation are part of this shift, but so is something more subtle. AI increasingly acts as an orchestration layer, helping systems and teams work together more efficiently. 

Crucially, this does not remove the human role. Instead, people step in at the moments that matter most, reviewing, shaping, and making decisions. Organisations that succeed will not treat AI as a bolt-on. They will design it into their digital foundations from the start. 

 

2. Trust, Security and Data Become Central 

As digital systems grow more complex, trust becomes more fragile. 

In a world shaped by AI, data breaches, and opaque platforms, users are far more conscious of how their data is collected and used. Many are increasingly reluctant to share personal information, unless there is a clear and fair exchange of value. 

In 2026, users are asking more direct questions: 

• How is my data being used? 
• Can I see what is happening behind the scenes? 
• Do this organisation’s actions align with what it claims? 

This matters across all sectors, but it is especially critical for public sector organisations, membership bodies, and regulated industries. 

Recent data reinforces this shift. Cloudflare’s 2025 Year in Review shows global internet traffic grew by 19 percent, with a growing share coming from bots, many designed to train AI models. Malicious traffic, phishing attempts, and brand impersonation continue to rise. 

As a result, trust is no longer something organisations can communicate through messaging alone. It must be built into architecture, governance, and user experience so that people can recognise it in practice. 

 

3. Search Becomes Answers, Not Clicks 

Search is changing quickly, and not always in obvious ways. 

AI-powered search experiences (such as Google AI Mode) increasingly summarise and interpret content on behalf of users. Instead of browsing multiple links, people receive direct answers and recommendations, sometimes without visiting a website at all. 

This creates new challenges: 

• Fewer clicks, even when visibility remains high 
• Greater emphasis on accuracy, clarity, and authority 
• Increased competition to be the source that AI trusts 

At the same time, discovery is spreading across platforms. Traditional search engines, AI tools, and social channels all play a role in how people find information. 

This is where traditional SEO begins to feel limited. In 2026, success depends less on ranking alone and more on being discoverable everywhere. Content needs to be structured, understandable, and reliable wherever AI systems look for answers.

And while it is not yet a fully formed trend, the possibility of advertising entering AI interfaces is worth watching closely. It feels increasingly like a matter of timing rather than likelihood. According to The Drum, “it seems almost inevitable that we will end up with ads in LLMs in the near future”. 

 

4. People Outperform Brands on Social Channels 

Highly polished brand content still has a role, but it is no longer what audiences trust most. 

What consistently performs better is content shared by people, particularly employees with genuine expertise and perspective. Algorithms reward this behaviour, but more importantly, audiences do too - ‘more humans equals more trust equity.’ (Forbes). 

In 2026, employee-generated content continues to outperform brand-led activity: 

• Individual profiles often reach further than company pages 
• Authentic insight resonates more than polished messaging 
• Expertise carries more weight than slogans 

This does not mean abandoning brand strategy. It means creating space for real voices and supporting employees with guidance and clarity rather than scripts. 

Organisations that approach this thoughtfully do not lose control of their message. They gain credibility. 

 

5. Video Becomes the Default Way to Explain 

Video has been important for some time, but its role continues to expand. Compared to 2024, the number of short-form videos published grew by 71% in 2025 (Marketing Tech New, November 2025). 

Short-form formats such as TikTok, Reels, and Shorts increasingly shape how people learn, discover, and make decisions. This is no longer limited to consumer audiences. B2B decision-makers are there too, engaging with content in the same way as everyone else. 

At the same time, AI-generated video is improving rapidly. Many large brands are experimenting, with mixed reactions. The pushback against low-quality, repetitive AI-generated content is a clear signal that efficiency alone is not enough. 

In 2026, video performs best when it feels purposeful, considered, and human, not simply faster or cheaper to produce. 

 

What This Means for 2026 

Across all five trends, a clear pattern emerges. 

The organisations that thrive in 2026 will not be those chasing every new tool. They will be the ones investing in strong digital foundations, platforms and architectures that can adapt without constant reinvention. 

AI will be widespread. Trust will be scrutinised. Discovery will continue to evolve. The question is whether your digital setup is ready to move with those changes, or whether it is quietly holding you back. 

If you’re starting to ask those questions, we can help! At Reading Room, we work with organisations to design digital platforms and strategies that are built for change, not disruption. Find out how you can embrace these trends in your 2026 strategy by contacting us today!