Next year’s marketing will be marked by profound technological and cultural changes, but also by the resilience of the discipline, as inferred from “The Marketer’s Toolkit 2027”, Warc’s annual report that includes the main trends that will shape the playing field of brands in the coming months.
Warc draws a complex macroeconomic context derived from the cost of living
The research points to a macroeconomic context that will continue to be complex due to geopolitical conflicts or the cost of living crisis, which have long hampered the optimism of marketing professionals. However, some transformations in the sector and consumer habits can, when well understood and managed, generate opportunities for growth and connection, such as those outlined by the influence of AI agents on purchasing, the consolidation of the video clip economy or the prevalence of algorithms.
The report has been prepared based on the GEISTE methodological framework, which analyzes the forces in areas such as government, economy, industry, society, technology and the environment; and in a global survey of 1,000 marketing executives conducted between September and October 2026. It has also included individual interviews with industry professionals, and the perspectives of the WARC team of experts.
These are the five trends to consider for 2027 marketing:
The trend towards delegation through AI
As AI tools become more sophisticated, consumers will increasingly delegate everyday tasks, including shopping, to autonomous assistants. That is why Warc’s forecasts suggest that consumer spending facilitated by agents could reach $944 billion this year and $3.4 trillion in 2030.
However, this trend to delegate to AI seems to be progressive. The report indicates that 69% of marketers predict that in the next three years consumers will use AI agents to research products; but only 8% expect the purchasing process to be completely delegated.
Warc’s advice for marketing professionals:
- Build brands with both people and AI in mind
- Assess how quickly AI delegation will transform your category
- Eliminate internal silos to foster a comprehensive strategic vision
The postsocial era of networks
Social media marketing is going through a time of contradictions. Platforms have left behind their original function of connecting people, and are now dominated by the algorithm and highly personalized content streams, a situation that is transforming the way brands plan, buy and measure their campaigns and actions.
43% of advertisers consider that network advertising is now less effective
This is why 43% of advertisers consider that advertising on these channels is now less effective; although 58% believe that the purchase of advertising space on social networks is so ingrained that it is difficult to eliminate them from media plans. And, despite the changes, the consulting firm’s forecasts indicate that investment in network advertising will reach $394.6 billion worldwide in 2026, +21.3% compared to 2025.
Warc’s advice for marketing professionals:
- Keep in mind that algorithms penalize brands that do not offer new creative content
- Focus on relevance, identifying audience drivers, rather than just prioritizing volume
- Understand the insights and the wide range of reasons that drive consumer decisions
The economics of video clips
The content has been reduced to increasingly smaller units and the video clip has become a piece specifically designed to flood the *feeds*, try to take advantage of the algorithm and multiply through its effects. Clips are the focus of attention, discovery and engagement today, so much so that 83% of marketers say short-form video is a popular format with consumers. However, 40% doubt that they can generate the same “halo effect” for the brand as television, cinema or in-person events.
All of this forces the sector to rethink how it presents its content on the different channels. Warc’s advice for marketers is:
- Integrate the layout into the creative *briefing*, deciding in advance which elements will be reserved for the “wow” effect
- Treat creators as strategic partners, not just content producers or distributors
- Plan content as a coherent, interconnected series, so that each clip complements the previous one
The impact of climate change
Climate change and increasingly radical weather phenomena are transforming the way people consume, altering traditional patterns and generating new demands. However, 45% of marketing professionals surveyed by Warc have not fully analyzed how rising summer temperatures could affect their sector, while only 25% have taken action.
That is why advertisers and agencies may need to rethink their positions regarding seasonality, encourage flexibility and identify opportunities for adaptation. These are the consultant’s advice:
- Analyze how extreme weather events impact the industry in areas such as search, sales, price increases, and supply chain disruptions
- Incorporate flexibility into your marketing plans, without losing sight of long-term brand building
- Seek growth opportunities through climate adaptation.
The influence of AI on marketing work
AI is transforming the way marketing works with its promise of productivity, scalability and personalization. However, the industry is divided regarding its effects: 42% of professionals surveyed expect it to enhance the effectiveness of strategies, while 19% have negative expectations. A significant portion of consumers still distrust technology.
In this context, marketers will need to find the right balance between consumer concerns and best practices for implementing AI. These are the consultant’s advice:
- Communicate transparently the use of AI
- Identify the threshold of consumer acceptance regarding AI-generated ads
- Keep the human at the center: develop campaigns based on human ideation and judgment, using AI as a tool
