In an increasingly busy, and noisy world, it is important that a business is seen by potential customers. And, beyond that, when see, that a clear message and proposition is given to the customer in the best way possible. But what is the best way? How should your business be speaking to the world in 2026?
The rise of Artificial Intelligence (AI) has been rapid and far reaching. In the last year there has been a seemingly endless stream of new tools, technology and applications arriving, with OpenAI and ChatGPT evolving from nerdy concepts to everyday tools.
'As people seek a sense of belonging and inclusion, there’s been a rise in the performance of campaigns which speak to a specific group. Crucially, these campaigns need to speak to local experiences and, ideally, bridge the digital and physical world. Businesses who can achieve this balance are already seeing an increase in engagement, trust and sales as a result. '
Whilst their immediate impact on content generation is obvious, the impact of their widespread adoption reaches further than AI created blogs or videos. In fact, it is the less obvious effects which will cause the largest changes in communications for the year ahead.
Despite what the internet will tell you, it’s not all about the rise of the machines. The world of communications continues to evolve as technology, businesses and consumers become more sophisticated. Here we’ll see the growth in existing trends where certain approaches and ideas will resonate more strongly with users than others.
Search Engine Rankings have Changed
The need to craft online content to speak to search engines is, at this point, well known. But as AI, and more specifically Large Language Models (LLMs), have become more common, they are altering the search engine landscape. As the main search engines now use AI to gather and sort their results, the need to craft content which appeals to LLM is key.
Additionally, the way in which users search is changing. Where terms used to be simple, users are now using longer, more nuanced terms to find more exact results.
It’s important that businesses understand the intention which users bring to their search terms, to better craft content which will resonate with and fulfil the purpose of the user.
These two points contribute to the idea that we’re moving away from Search Engine Optimisation to Search Experience Optimisation. At its core, this is a change from a technical process to one where the sentiment of the user must be considered.
For the relocation sector, that can be achieved by taking a tonal shift from straight information to articles discussing the experience of services users. Whilst both can contain the same information, the way in which the information is shared will be wildly different.
Authenticity gives Authority
Authority is one of the greatest assets which a business can have. Once established, it not only increases recognition of the brand, but also directly increases sales and reduces the time taken to complete a sales process.
2026 will see the connection which users see between brands which are seen as authentic and the perception of authority continue to get closer.
For a business, the idea of being authentic can seem a little vague. Aren’t we always being authentic when we communicate? But it is easy to overlook the nuances which make all the difference.
Authentic communication is clear, honest, specific, and consistent. Stripping away sales speak and buzzwords to deliver a message on a more human level.
By removing filters and formality, we create trust and become a source for information. This removes the sales approach and replaces it with establishing a relationship with the user. Whilst this may not generate immediate sales, it will establish a connection which will generate revenue in the future and for a longer period, than just a one-off purchase.
However, we must also be clear that the relationship relies on human connection, and that is where one of the risks of current LLM/ AI generated content comes in.
Users are increasingly able to spot AI generated content, so it is important that if you are using LLMs to generate your content, that you then edit it prior to publishing. The edit should aim to give the copy a more natural, human feel, looking out for telltale signs of AI generation which users may pick up on.
Community Matters
For the last few years, the trend has been towards targeting individuals. Diving into piles of data to refine algorithms targeting specific personas, but that looks set to change in 2026.
We’re already seeing the focus shift to communities. As people seek a sense of belonging and inclusion, there’s been a rise in the performance of campaigns which speak to a specific group. Crucially, these campaigns need to speak to local experiences and, ideally, bridge the digital and physical world.
In fact, a Dentsu consumer survey in 2025 found that 83% of consumers agreed that businesses should facilitate connections between people, not just between people and products. Businesses who can achieve this balance are already seeing an increase in engagement, trust and sales as a result.
Within our own sector, this can be achieved by speaking to and connecting with specific profiles of assignees. By understanding specific groups, the challenges they face, and their needs, successful companies will address those communities directly and authentically.
Video sees Results
We need look no further than the rise of TikTok, YouTube Shorts and Instagram reels to see the impact which short-form video has had in recent years. In fact, studies have shown that around 80% of internet traffic is video today.
Brands using video have seen stronger recall, more brand interaction and measurable sales growth for many years, and 2026 doesn’t look to be bucking this trend.
But, beyond the video formats which have dominated in previous years, there is some indication that livestreaming video will also become a dominant force this year. With businesses which utilise streamed video, whether for podcast, information, training, or sales purposes, expected to see growth in recall, and growth this year.
2026 looks to be an interesting one for communications. With the trends of previous years mostly continued but some outright reversed. But, whatever happens, it will be a year where working smart with your business communications has never been more important.
From discussing the EU AI Act and it implications to the practical implementation of artificial intelligence in your business, as ABRA, we are dedicating this year to AI in the workplace.
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