OM APAC has released its 2026 Trends Report, identifying ten structural shifts that have reshaped how brands, platforms, and consumers interact across Asia Pacific. The report has moved beyond emerging hype to examine how adoption, behaviour, and expectations have already begun to settle into more pragmatic patterns.
Artificial intelligence has progressed from experimentation to utility. After an early surge of enthusiasm, AI adoption has slowed and matured, with its value shifting from creative novelty to assistive and agent-led productivity. This recalibration has signalled a transition toward more functional, outcome-driven applications.
Search behaviour has undergone a significant change. Traditional search penetration has declined, while consumers have increasingly turned to social platforms and generative AI tools for personalised discovery. This shift has required brands to rethink visibility, relevance, and how they address individual consumer intent.
The report has also pointed to the rise of ambient intelligence, as device ecosystems demonstrated by major OEMs have brought connected living closer to mainstream adoption in Asia Pacific. Smart environments have begun to move from isolated features to integrated experiences.
Identity has emerged as another defining theme. The convergence of digital and offline identification systems has accelerated, driven by advances in biometric authentication and on-device credentials. Brands have increasingly been expected to strengthen first-party data strategies while balancing accuracy with privacy.
Live content has evolved beyond scheduled broadcasts. Real-time engagement has expanded into vertical video and social platforms, reshaping how audiences participate, respond, and influence brand narratives in the moment.
Advertising effectiveness has faced new pressures. With rising ad fatigue, especially in Southeast Asia, the report has highlighted the need for formats that entertain, invite participation, and integrate more naturally into consumer experiences.
Consumers have also become more selective about brands. As technology has lowered entry barriers, loyalty has become harder to sustain, prompting established players to adopt the curiosity and agility typically associated with smaller brands.
Cultural shifts have influenced consumption patterns as well. “Little treat” behaviours have reflected a desire for small, authentic moments of joy, while expectations from luxury brands have moved beyond product ownership to access, experience, and long-term value.
Finally, the report has noted the growing momentum around women’s sports, positioning it as a long-term opportunity for brands willing to invest beyond short-term endorsements.
Together, the trends have pointed to a marketing landscape in 2026 that has been defined less by scale and spectacle, and more by relevance, restraint, and meaningful engagement.
