Why 2026 Will Push Brands to Balance Agentic AI With Authenticity in Marketing
The marketing world is heading into 2026 with a clear message: brands can no longer talk about artificial intelligence without also talking about trust. This shift was highlighted recently when the Association of National Advertisers (ANA) announced its annual Word of the Year—and for the first time ever, it chose two words instead of one: authenticity and agentic AI.
This dual selection is not symbolic fluff. It reflects a real tension playing out across advertising, branding, and consumer engagement. On one side, marketing is being rapidly reshaped by increasingly autonomous AI systems. On the other, consumers are growing more vocal about their desire for transparency, honesty, and genuine human connection.
Together, these two words capture where the industry stands today and where it is likely headed next.
What the ANA’s Word of the Year Really Signals
The ANA’s Word of the Year has long been used as a snapshot of what matters most to marketers. Since the program began in 2014, the selected words have mirrored industry priorities, from digital transformation to inclusion and artificial intelligence.
Choosing authenticity and agentic AI together signals something new: marketers are not just adopting AI tools anymore—they are wrestling with how those tools affect brand credibility, consumer trust, and emotional connection.
According to marketing experts, 2026 will likely be a turning point. Brands that lean too heavily into automation risk alienating audiences, while those that ignore AI’s capabilities risk falling behind competitors who use it effectively.
Understanding Agentic AI in Marketing
To understand why this matters, it helps to clarify what agentic AI actually means. Unlike traditional AI tools that respond to prompts or assist with single tasks, agentic AI systems are designed to act autonomously. These systems can plan, execute, adjust, and optimize marketing activities with minimal human intervention.
In a marketing context, agentic AI can:
- Generate and test ad creatives
- Personalize content at scale
- Optimize campaigns in real time
- Analyze consumer behavior and adjust messaging automatically
This level of autonomy represents a major leap forward. It promises efficiency, speed, and data-driven precision that human teams alone cannot match. But it also raises important questions about control, disclosure, and the human role in brand communication.
Why Authenticity Is Becoming More Important, Not Less
As AI-generated content becomes more common across television, social media, email marketing, and digital advertising, consumers are becoming more skeptical. Many people now question whether the messages they see were written by humans, machines, or some combination of both.
This skepticism is exactly why authenticity has emerged as a defining concept for the coming year. Consumers want to know:
- Who is really behind a message
- Whether a brand is being transparent about AI use
- If emotional content is genuine or artificially manufactured
Research shows that when consumers suspect emotional manipulation through AI-generated messaging, their trust in the brand can decline. This does not mean people reject AI outright. Instead, they want clarity and honesty about how it is being used.
Research Insights on AI-Generated Marketing Messages
Academic research has begun to explore how consumers react to AI-generated content, particularly when it is designed to evoke emotion. A recent study published in the Journal of Business Research examined consumer responses to AI-authored marketing messages and found several important patterns.
The research suggests that:
- AI-generated emotional content can negatively affect brand perception if consumers feel misled
- Disclosure of AI involvement plays a critical role in maintaining trust
- Perceived lack of human input can weaken consumer–brand relationships
These findings reinforce the idea that how AI is used matters just as much as whether it is used. Brands that treat AI as a silent replacement for human creativity may face backlash, while those that position it as a collaborative tool tend to fare better.
Lessons From Recent Brand Campaigns
Some major brands have already learned these lessons the hard way. A widely discussed example comes from Coca-Cola’s AI-generated holiday advertising. One campaign that relied heavily on AI-generated visuals and storytelling received notable consumer criticism, with many viewers feeling the content lacked warmth and human authenticity.
In response, Coca-Cola adjusted its approach in subsequent campaigns. Rather than focusing on AI-generated human characters, the brand leaned into AI-created animals and clearly communicated the extent of human involvement behind the scenes. This shift appeared to resonate better with audiences and demonstrated a more thoughtful balance between innovation and authenticity.
This example highlights a broader trend: consumers are not necessarily anti-AI, but they are highly sensitive to how it is presented and framed.
The Growing Consumer Awareness Problem
Another factor driving this conversation is increased consumer awareness. Audiences are becoming better at identifying AI-generated content, whether through visual cues, language patterns, or inconsistencies in tone. As this awareness grows, so does skepticism.
In marketing, skepticism is dangerous. Once consumers begin to doubt the sincerity of brand messaging, rebuilding trust becomes difficult and costly. This is why many experts argue that authenticity is no longer optional—it is a strategic necessity.
Why 2026 Will Be a Defining Year for Marketers
The ANA’s dual Word of the Year points to a future where marketers must operate with both technological sophistication and ethical awareness. Agentic AI will continue to advance, offering unprecedented capabilities. At the same time, consumers will demand clearer boundaries, disclosures, and human oversight.
Brands entering 2026 will need to:
- Decide when and where AI autonomy is appropriate
- Clearly communicate AI involvement in marketing content
- Preserve human creativity and judgment in emotional storytelling
- Align AI use with brand values, not just efficiency goals
Those that succeed will likely gain a competitive edge. Those that fail may face consumer backlash, reputational damage, or declining engagement.
What This Means for the Future of Advertising
Looking ahead, the conversation is no longer about whether AI belongs in marketing. That question has already been answered. The real issue is how brands integrate AI without losing their human voice.
The ANA’s decision to highlight both authenticity and agentic AI suggests that the industry recognizes this balance as one of its biggest challenges—and opportunities. Marketing in 2026 will reward brands that combine advanced technology with transparency, empathy, and genuine connection.
In short, the future of advertising is not AI versus authenticity. It is AI with authenticity, or not at all.
Research Reference:
Journal of Business Research – Study on consumer responses to AI-generated marketing messages
https://www.sciencedirect.com/journal/journal-of-business-research
