Artificial intelligence has become part of everyday marketing and communication at an unprecedented rate. Generative tools, content automation and new online search systems multiply messages, but also noise. Being visible is no longer enough: being relevant has become the main challenge for a brand.
So, at Canela we have selected five trends that we believe will set the course for marketing and communication next year in Spain and Portugal.
Do you know how you can take advantage of them?
1. From influencers to micro-communities
Massive reach has lost its effectiveness due to content saturation and the decline in organic engagement. Now users are looking for spaces where they can feel part of something and have meaningful conversations. In 2026, value will not lie in how many people see you, but in how many really listen to you. In this sense, micro-communities allow brands to build relationships based on affinity, authenticity and relevance.
Take, for example, the collaboration between Decathlon and Zurich to create local groups of runners interested in sport and wellbeing; or the Lego Ideas community, where fans help decide the future of their products. It’s time to rely less on big influencers and focus more on the community to bring real value as a brand.
2. New communication channels matter
Traditional media outlets have long since ceased to command consumers attention and credibility. Social media is also not experiencing its finest hour, with changes to LinkedIn’s algorithm causing views and engagement to plummet, and the threat of stricter regulations for Instagram and TikTok content.
Where are the opportunities for growth? Mainly in podcasts, newsletters and creator channels, which are perceived as more accessible and reliable, especially in specialised contexts. This is the case with MoneyBar in Portugal, a financial education podcast with millions of downloads; or platforms such as Substack, which, with 5 million paying subscribers, highlight the limitations of traditional media’s paywalls. The key is to adopt an omnichannel strategy that puts your brand where your audience is.
3. The brand is no longer the logo: it’s you
A brand is no longer defined solely by its visual identity, but by everything people perceive when interacting with the company. That is why what its leaders say, how its teams express themselves and the tone of its content must all be part of the same narrative.
In Spain, prominent figures such as Dimas Gimeno exemplify the tendency to identify the leader with the brand. After his time at El Corte Inglés,Gimeno has positioned his multi-channel project WOW Concept by linking it directly to his personal brand as a benchmark in retail.
As for employee advocacy, growing competition for talent makes the way employees perceive and communicate their company’s values more important than ever. Aligning these messages across the entire organisation is the best way to project a solid and consistent image, more powerful than any advertising campaign.
4. The Sustainability Narrative: communicating with purpose
Sustainability is no longer an added value but has become a social, reputational and business requirement. However, all efforts in this regard will be in vain if brands fail to communicate their sustainability narratives properly. This means communicating with sincerity, consistency and transparency, integrating values into business strategy and not in isolation (or, worse still, for the sake of laundering their image).
The increasingly demanding new B Corp standards have become the benchmark for avoiding suspicions of feigned commitment. The change even extends to sustainability at events, where the focus is on achieving real impact rather than symbolic gestures. The recommendation is clear: communicate results, be honest about what has not yet been achieved, and back up every message with verifiable data.
5. SEO is not enough, GEO is the key
The way we search for information has changed radically. More and more users are using search tools with artificial intelligence. As a result, 60% of online searches end without a click (and up to 77% in the case of mobile searches).
In this scenario, digital visibility is no longer just about appearing at the top of search results, but about being cited as a source in AI responses. We are moving from search engine optimisation (SEO) to generative engine optimisation (GEO).
To help brands be found in both environments, we have created Findability by Canela. This service combines traditional SEO with GEO strategies, analysing how AI platforms collect and present information about brands.
The first step is always to conduct a digital visibility audit and find out what artificial intelligence says about your brand when a user asks about it. In 2026, that response could be just as important as appearing at the top of Google’s search results!
Which trend do you find most striking? Share and give your opinion on social media!
Deborah Gray is Founder and CEO
