Dentsu – Human Truths in the Algorithmic Era

The main theme of the report is how brands can adapt and grow in the algorithmic era by relying on enduring human behaviors.

Key findings include that brands should focus on three enduring human truths for growth in 2026. Part 1: People seek simplicity but can be complex, relating to optimizing search experience, agent AI, and commerce opportunities. Part 2: People are social creatures. Brands that support people's desire to connect and socialize can gain a competitive advantage. Part 3: People don't read ads. Brands must overcome declining ad effectiveness through improved signal quality, attention understanding, and new entertainment opportunities.