https://www.youtube.com/shorts/yULL75kCC3Q
https://www.ama.org/marketing-news/2026-trends-report/
Hi, I'm Jen O'Brien, I'm one of the co-authors of the American Marketing Association's 2026 Future Trends in Marketing report. When we set out to do this work, we weren't trying to predict the future of marketing in a neat linear way because we know that's just not how the next decade is going to unfold. Instead, we wanted to find the signals that matter the most right now, the ones that are already reshaping how consumers are behaving, how brands grow, and what marketers need to do to stay ahead. So, I'm going to recap three of the five trends from the report that show how marketing is entering a fundamentally new era.
First trend: Autonomous Agents. AI isn't just a tool anymore, it's a teammate, it's a decision maker. Consumers are increasingly using AI to make purchases, and inside organizations, agents are running campaigns and workflows. So marketers don't just need to persuade people, they need to be able to persuade machines. And smart marketers will focus their human effort on high-value creative and strategic craft while automating the rest.
Trend 2: Consumer Discovery is Shifting to Scroll. Traditional search is no longer the primary way that consumers are finding new products and services. It's Reddit, it's TikTok, it's YouTube Shorts, and increasingly, it's AI conversations. Brands that optimize only for keywords are going to miss the moment. The winners will be those who are able to develop scroll-native content that earns attention where consumers are already engaging.
Trend 3: The Rise of Portfolio Careers and the Liquid Workforce. Marketing teams are increasingly blended with freelancers, fractional leadership, and AI teammates. In this environment, for marketers to thrive, they will need to be highly adaptable, multi-skilled, and very intentional about how they grow their expertise.
If there's one takeaway from the report, it's this: The future belongs to marketers who are willing to rethink the rules while staying grounded in human insight trust, and creativity. Get the full report including all five trends at AMA.org.
大家好，我是珍·奥布莱恩，美国营销协会《2026年营销未来趋势报告》的共同作者之一。当我们着手这项工作时，我们并没打算以一种整齐的线性方式去预测营销的未来，因为我们知道，下一个十年的展开方式绝非如此。相反，我们希望找到目前最重要的信号，即那些已经在重塑消费者行为、品牌增长方式以及营销人员为保持领先地位所需采取行动的信号。因此，我将简要回顾报告中五个趋势中的三个，它们展示了营销是如何进入一个根本性的新时代的。
第一个趋势：自主代理（Autonomous Agents）。人工智能不再仅仅是一个工具，它是一个队友，一个决策者。消费者越来越多地利用AI进行购买，而在组织内部，代理程序正在运行营销活动和工作流程。因此，营销人员不仅需要说服人类，还需要能够说服机器。聪明的营销人员会将精力集中在高价值的创意和战略工作上，而将剩余部分自动化。
趋势二：消费者发现方式正转向“滑动浏览”（Scroll）。传统搜索不再是消费者发现新产品和服务的主要方式。取而代之的是Reddit、TikTok、YouTube Shorts，以及越来越多的 AI对话。仅针对关键词进行优化的品牌将会错失良机。真正的赢家将是那些能够开发出“滑动原生内容”的品牌，在消费者已经投入其中的领域赢得关注。
趋势三：组合式职业（Portfolio Careers）与流动劳动力（Liquid Workforce）的兴起。营销团队正日益融合自由职业者、兼职领导层和AI队友。在这种环境下，营销人员若想蓬勃发展，就需要具备高度的适应能力、多种技能，并且非常有目的地培养自己的专业知识。
如果说这份报告有什么核心启示，那就是：未来属于那些愿意重新审视规则，同时始终立足于人类洞察、信任和创造力的营销人员。欲获取包含所有五个趋势的完整报告，请访问AMA.org。