Phil Wilson, Google’s VP of ads marketing for Europe, the Middle East, and Africa, highlights key digital marketing trends for 2026. As AI technology evolves, consumer behavior is shifting. People are no longer just searching for information; they engage in dynamic exploration using tools that combine text, images, and audio. Brands need to adapt by creating a library of high-quality content tailored for AI-driven search experiences, moving beyond traditional keyword-focused strategies. Consumers, especially younger generations, are prioritizing immediate rewards and experiences over long-term goals, driven by uncertainty in the current economic climate. Brands like British Airways have responded by making loyalty programs more accessible through smaller, frequent rewards. This trend emphasizes the importance of celebrating incremental progress rather than distant outcomes. Nostalgia is becoming a powerful marketing tool, with campaigns that remix past experiences resonating strongly with consumers. Examples include Nintendo's recent use of actor Paul Rudd to connect with a multigenerational audience. Brands are encouraged to audit their past assets and collaborate with partners to create fresh experiences that evoke familiarity and comfort. Sustainability is also evolving; vague commitments are losing traction. Instead, brands must focus on tangible benefits, like durability and energy efficiency, to align with consumer expectations and regulatory demands.