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2025 reshaped the sustainability landscape. After a year of global shocks, economic pressure and the rise of GenAI, people have entered 2026 feeling overloaded and unsure what to trust. They still care, but many are struggling to see which actions genuinely matter. For brands, this creates a choice: step back, or cut through with clarity, evidence and empathy.
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AI isn’t just changing how we search, it’s rewriting the rules of brand visibility.
When consumers turn to AI-powered tools for answers, traditional SEO tactics alone won’t cut it. The question every marketer should be asking:
𝘏𝘰𝘸 𝘥𝘰 𝘐 𝘮𝘢𝘬𝘦 𝘴𝘶𝘳𝘦 𝘮𝘺 𝘣𝘳𝘢𝘯𝘥 𝘴𝘩𝘰𝘸𝘴 𝘶𝘱 𝘸𝘩𝘦𝘯 𝘢𝘭𝘨𝘰𝘳𝘪𝘵𝘩𝘮𝘴, 𝘯𝘰𝘵 𝘩𝘶𝘮𝘢𝘯𝘴, 𝘥𝘦𝘤𝘪𝘥𝘦 𝘸𝘩𝘢𝘵’𝘴 𝘳𝘦𝘭𝘦𝘷𝘢𝘯𝘵?
Our guide to brand building in the era of AI search breaks down:
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When creativity meets solid strategy, the results stand out. Our AI‑assisted review of this year’s Effie Awards Europe winners shows the patterns behind the campaigns that moved people—and moved the needle.
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2026 is here, and it’s time to turn insight into impact. Last year, we saw sustainability move from aspiration to expectation, brands fight harder for relevance, innovation accelerate in response to shifting consumer needs, and AI redefine how decisions are made. These aren’t passing trends—they’re the forces shaping growth in every sector. At Kantar, we help you harness these dynamics.
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The advertising and media landscape is constantly evolving, with new channels, formats and opportunities to connect. To succeed and drive growth in this environment, you must create great content at scale, which connects people to your brand, wherever they see it.
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This is your chance to learn practical strategies for building a CX framework that connects purpose with performance and prepares your organisation for 2026 and beyond.
Customer expectations are evolving fast. Success in 2026 means blending digital efficiency with authentic human connection to build trust and long-term loyalty.
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Unlock granular insight from small or niche cohorts—responsibly. This guide explains Kantar’s evidence‑first approach to synthetic sample boosting, from governance and methodology to measurable outcomes, so your team can act with speed and rigor.
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With 2025 almost behind us, moving from hype to reality will require a focus on execution and infrastructure over excitement.
This playbook provides an overview of both new and established methodologies for tackling the key brand challenges of 2026.
In Spring 2024, we’ve launched the Kantar Blueprint for Brand Growth, the breakthrough understanding of how businesses build strong and profitable brands. For the first time in marketing history, Kantar has combined billions of attitudinal data assets with behavioural data to learn what drives sustainable brand growth. Kantar’s Blueprint for Brand Growth gives insights into what strong brands have in common, which activities make the biggest difference, and how to track and predict the most important metrics.
Qubed AI is our proprietary technology that is designed and trained to stop the panel fraud we see today and tomorrow and improve respondent quality. This next-gen tech uses advanced AI and machine learning to identify fraudulent activity within milliseconds – protecting the integrity of your data and the million-dollar business decisions you make with it.
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