A Quick Look Back at 2025
2025 was a transition year. Marketers spent most of it adjusting to major shifts in search, privacy, and AI, and figuring out what all of it actually means for their day-to-day work. AI became part of almost every workflow, search engines evolved into something closer to assistants, and analytics teams had to rethink measurement from the ground up.
What stood out most was that the brands making real progress weren’t the ones chasing every new tool. They were the ones focusing on clarity: clean data, strong content, and better user experiences.
That foundation matters, because 2026 is where these trends stop being “emerging” and become the new baseline.
What We Expect to Define Digital Marketing in 2026
1. Answer Engine Optimization (AEO) Moves Front and Center
Search is shifting toward answer engines, and in 2026 we expect clarity and helpfulness to become the most important ranking signals. Keyword-heavy tactics will matter less; trustworthy, well-structured information will matter more.
Here’s what we think will change:
Search engines and AI assistants will prioritize content that’s structured, accurate, and easy to understand.
Brands will need to clearly communicate what they do and what they’re known for, so search engines can confidently recommend them.
Short, surface-level content will continue to decline in performance. Detailed, useful content from real experts will stand out.
Brands that engage meaningfully on multiple platforms will win out as thought leaders and resources for LLMs (think Reddit, Medium, and Quora).
Video will become more important as LLMs pull from more, various types of information and new mediums
AEO won’t replace SEO. It will evolve it. The focus shifts toward becoming the best answer, not the longest.
2. Privacy-First Data Becomes a Real Competitive Advantage
Privacy expectations will continue to rise in 2026. Users expect transparency, platforms enforce it, and the brands that embrace it will see stronger performance.
We think successful strategies will include:
Creating experiences where people willingly share information because the value is clear, whether that’s a useful tool, a quiz, or a loyalty program.
Asking for data in ways that feel transparent and respectful, making it easier for users to understand the value of opting in.
Connecting data systems so teams can finally see a unified, accurate picture of their audience instead of fragmented pieces across platforms.
A strong privacy-first approach leads to cleaner data, better personalization, and ultimately, more sustainable growth.
3. LLMs Will Start Delivering Paid Ads Directly
One of the biggest shifts we expect in 2026 is that paid ads will move beyond traditional placements and start appearing right inside AI assistants and the answers they deliver. As people rely more on chat-based tools to find information, compare options, and make decisions, LLMs will become the new delivery system for ads.
Here’s what that will likely look like:
Ads will show up as part of an AI’s response, blending naturally into the conversation instead of sitting off to the side.
LLMs will decide when an ad is relevant, based on what someone is asking or trying to do at the moment.
Targeting will get more intuitive, because the model can interpret real intent, not just keywords or broad audience categories.
In practice, this means when someone asks an AI assistant for recommendations or solutions, ads will appear directly in the response.
This shift won’t replace traditional paid media, but it will reshape where ads show up and how platforms decide what to serve. Brands that adapt early will have a sizable advantage as AI-driven ad delivery becomes the norm.
4. CRO Levels Up: Optimization Becomes a Core Growth Engine
Conversion Rate Optimization will play a larger role in 2026. Teams are realizing that you can’t outspend or outbid your competitors forever, but you can out-optimize them. Additionally, with the increase in zero-click searches, converting valuable users that make it to your website will be more important now than ever.
We expect to see:
Experiences will adjust more naturally to different users, showing the right message or layout based on what someone needs in the moment.
Testing that expands beyond simple page elements and moves into deeper questions: Which value props resonate? Which audiences convert best? How should messaging shift based on where someone is in their journey?
More decisions grounded in first-party insights rather than assumptions.
Stronger CRO programs will do more than just improve landing page performance. They will:
Lower acquisition costs
Improve lead quality
Increase sales efficiency
Strengthen retention
Maximize the value of every marketing dollar
5. How We Measure AEO Performance Will Evolve
The way we measure success is going to change. Traditional metrics like keyword rankings won’t tell us much about how often a brand is showing up in AI-driven answers. We’ll need a bigger-picture view of overall visibility.
Here’s what we expect to see in 2026:
More attention on how often a brand appears in AI assistant responses, not just traditional search results - this will change what metrics we use to gauge increases
Looking at whether AI tools reference or rely on your content, since it will become a new signal of trust and authority.
Tracking engagement with richer, intent-based interactions, rather than simple click-through rates.
Using trends and modeling to understand how AEO efforts impact conversions and overall visibility over time.
Leaning on platform insights and modeled data to fill gaps where traditional tracking no longer applies.
We’re not going to get perfect answers, and that’s okay! What matters is understanding whether your brand is showing up consistently, being recognized as a reliable answer, and contributing measurable value to the broader customer journey.
In 2026, measurement becomes less about exact precision and more about direction, impact, and long-term visibility.
What All of This Really Means
2026 will be defined by clarity, trust, and smarter use of technology. Brands that grow will be the ones who communicate clearly, respect user privacy, and build experiences that feel genuinely helpful.
The strongest marketing programs will:
Provide reliable, well-structured information that people and search engines can count on
Be transparent about how data is used and create value in every exchange
Adapt to LLMs becoming a new ad channel, showing up in AI-driven responses where users are actively seeking recommendations
Shape the entire customer journey with intention, creating seamless experiences from first interaction to long-term engagement
Be able to measure AEO performance effectively, using visibility signals, modeled insights, and trends that reflect how often a brand appears within AI-driven answers
The next year belongs to organizations that listen closely, adapt thoughtfully, and deliver real value.
If you’re looking for a partner to help you navigate these shifts and build a stronger digital strategy for 2026, Marcel Digital is here to help.
