Omnicom Media APAC highlights 10 key trends brands should watch closely

Omnicom Media Asia Pacific (OM APAC) has released its 2026 Trends Report, drawing insights from the recently concluded Consumer Electronics Show (CES) in Las Vegas. The report examines the key forces across media, technology and consumer behaviour that are set to define the year ahead.

Inspired by themes that have consistently emerged over the past year and at CES 2026—such as agentic AI, evolving models of brand influence, co-creation with consumers and the growing creator economy—the report applies an APAC lens to explain why these shifts matter for both brands and audiences. OM APAC’s analysis is based on regional and local data from third-party tools including GWI, along with consultations across its local markets.

Commenting on the findings, Kartik Sharma, CEO, Omnicom Media India, said:
“2026 is a defining year for Omnicom Media India as we move from integration to acceleration. With our arsenal of connected capabilities, our focus is on helping brands unlock growth by deeply understanding Indian consumers, category dynamics and the transformative role of technology. AI will continue to be a strategic force for our industry—powering intelligent decision-making, accelerating innovation and reshaping how brands connect with consumers. Our role is to decode what’s changing, anticipate what’s next, and translate that into tangible business impact for brands in India.”

For brands looking to stay ahead in 2026, the report highlights three key themes and 10 defining trends.

1. Everyday life is being seamlessly enabled by intelligent technology

Technology is increasingly designed to anticipate consumer needs and reduce manual intervention, driven by the rapid spread of AI and the consolidation of identities across platforms and devices.

This shift was clearly reflected at CES 2026, where agentic AI and AI-powered solutions dominated showcases. From health tech and smart homes to autonomous vehicles, brands demonstrated how intelligence-led systems are becoming integral to daily consumer experiences through hyper-personalised services.

Trend 1: Artificial intelligence is becoming more intelligent
Since 2023, AI usage has evolved from primarily creative applications to largely assistive roles across personal and professional tasks. Today, 64% of consumers in key APAC markets use AI for productivity, while seven in 10 organisations have already deployed—or are in the process of deploying—AI agents within their workflows.

Trend 2: Technology is reshaping discovery
Even traditional search platforms are being transformed. Google’s introduction of AI overviews in search results has led to 1.6x more closed browsing sessions, as users increasingly find what they need without clicking through multiple websites.

Trend 3: Intelligence understands consumers better than they understand themselves
AI is enabling the rise of Ambient Intelligence—systems that rely on passive inputs from sensors to sense, adapt and respond to needs. This is especially impactful in areas like healthcare, where intelligent systems can detect patterns across multiple data points and help identify potential health concerns that consumers may not be able to articulate themselves.

Trend 4: The convergence of physical and digital identities
Several ASEAN countries are rolling out digital identity wallets, such as Singapore’s SingPass, aligning with the ASEAN Digital Masterplan for cross-border identification. Alongside regulations like Malaysia’s Online Safety Act, which mandates identity verification on social platforms, this signals a future where physical and digital identities increasingly merge.

As technology becomes embedded across workplaces, retail environments, homes and even immigration checkpoints, brands must prepare accordingly. This includes structuring content for large language models, strengthening data architecture through clean rooms, and adopting diversified channel strategies. For consumers, it also means becoming more comfortable—within reason—with granting technology greater autonomy to improve everyday life.

2. Give consumers a seat at the table—and they’ll help drive growth

CES reinforced how brand influence is being reshaped from discovery through to purchase. In an era of social commerce, spatial computing, smart glasses and AI-led discovery, brands must show up consistently and authentically, creating spaces for engagement, dialogue and co-creation.

Technology has fundamentally enabled a two-way relationship, allowing consumers to directly respond to brands—and to each other—about products, services and even advertising.

Trend 5: Social media is the engine of real-time conversation
Social platforms are now the primary association for livestreaming, overtaking traditional tentpole events. Four in five viewers link livestreams to everyday conversations, driven by streaming features embedded within social, gaming and e-commerce platforms that enable instant interaction, feedback and conversion.

Trend 6: Second-screening deepens engagement
Across APAC, four in five livestream viewers use smartphones as a second screen, scanning QR codes or clicking links to explore products and participate in online conversations tied to major events—extending the impact of live content.

Trend 7: E-commerce levels the playing field
E-commerce has reduced the advantage of scale, enabling smaller brands to compete more effectively with established players. As choice expands, trust—not convenience—has become the decisive factor. In fact, 61% of consumers believe large companies often try to take advantage of shoppers.

One in four APAC consumers is more likely to promote brands they feel involved with. Interactive formats such as livestreams, connected TV, polls and physical activations not only boost engagement but also generate valuable consumer insights for future campaigns.

3. Consumer expectations are higher—but so are the opportunities

In a world of fragmented attention and rapidly shifting cultural moments, brands must return to fundamentals by focusing on what consumers truly value and meeting them where they already are. Creators and community-led engagement remain central to building relevance and trust.

Social platforms have enabled the growth of niche communities that were once limited to forums and message boards. As expectations rise around authenticity, personal relevance and two-way engagement, brands must rethink how they combine technology, creativity and media innovation to build deeper connections.

Trend 8: Create irreplaceable experiences and ‘little joys’
Consumers increasingly seek enrichment beyond functionality. Experienced luxury buyers are shifting toward luxury travel and wellness as long-term investments in well-being. Affordable indulgences—such as blind box toys—offer moments of joy during uncertain economic times, especially when paired with interactive experiences like unboxing or claw machines.

Trend 9: Understand what truly motivates consumers
For every large brand, countless smaller players offer similar products. In APAC’s luxury segment, consumers are gravitating toward regional brands that combine affordability, quality and a deep understanding of local needs.

Trend 10: Treat consumers as people, not data points
Female athletes are not just influencers but role models, inspiring two in five boys as well as girls. This personal connection translates into stronger brand impact: female athletes are 14% more trustworthy as endorsers, and their fans are 2.8 times more likely to purchase endorsed products.

Ultimately, consumers believe they are paying not just for products or services, but for the lifestyles and aspirations they represent—whether it’s a small indulgence, a role model for their children or a transformative travel experience. To remain competitive in 2026, brands must clearly define and consistently communicate the non-monetary value they offer across every consumer touchpoint.