2026 promises further AI advancements and technological breakthroughs. This can lead to shifts in how people interact with the world around them — both digital and physical — and how the business world connects with consumers.

Amidst technological progress, one thing remains the same: people are constantly looking for answers, solutions, products, and connections. And, today, they do this by searching, streaming, scrolling, and shopping.

This is happening at an immense scale on our platforms. According to a survey with Ipsos, 83% of global consumers report using Google and/or YouTube on a daily basis, which is significantly higher than any other online platforms.1 Because we see this activity at a scale no one else can, our AI has an unparalleled ability to understand customer intent.

AI has become a powerful force to help us understand this intent from discovery to decisions — from a broad search query for inspiration to a specific product question on YouTube.

In an era of sustained uncertainty, long-term goals are losing power. Consumers are increasingly feeling anxious, worried, and tired. They’re combatting this emotional fatigue by prioritising immediate rewards and new experiences that enhance their present wellbeing.

This shift is a rational response to a world where traditional life paths feel less guaranteed. For younger generations especially, who have navigated relentless economic and social turbulence, saving for a far-off goal like a house deposit feels less realistic than spending on a trip that creates joy now. This isn’t about frivolity; it’s about seeking a sense of progress and stability in the only timeframe that feels controllable: the present.

In 2026, deconstruct your value proposition. Stop selling the ultimate outcome and start celebrating intermediate steps. Break down loyalty programmes and customer journeys into smaller, instantly gratifying milestones. The brands that win next year will be those that deliver tangible progress and pockets of joy in the here and now.

Consumer behavior is being fundamentally reshaped by AI; shifting from simple fact-finding to dynamic exploration. People are using conversational search experiences like AI Mode to combine text, images, and audio to explore topics with unprecedented depth.

In 2026, this is evolving the search bar into a creative canvas. Consumers are using tools such as Gemini’s Nano Banana to bring their queries to life — and they expect AI to understand what they mean, not just what they type. Brands are also expected to provide more tangible, visual answers.

Marketers must adapt by leaning into “Generative Engine Optimization”; creating a rich ecosystem of authoritative, people-first content that’s helpful for an AI-powered conversational query. The goal is no longer to bid on specific keywords for a single, narrow ad campaign, but to supply AI-powered search campaigns with a library of high-quality assets. It can then use these signals to adapt your ads to be the perfect match for a consumer’s query.

This approach ensures your brand isn’t just a guide in the discovery process in 2026 — it will be a key ingredient of your customer’s next big idea.