AI, co-creation, creator economy set to reshape consumer engagement in 2026: report

India — Drawing on themes observed over the past year, Omnicom Media Group releases a new report highlighting shifting models of brand influence, co-creation with consumers, and the growing creator economy.

The report, released following the Consumer Electronics Show, underscores the developments across media, technology, and consumer behaviour, which are expected to shape the year ahead.

Kartik Sharma, CEO of Omnicom Media India, said, “2026 is a defining year for Omnicom Media India as we move from integration to acceleration. With our arsenal of connected capabilities, our focus is on helping brands unlock growth by understanding Indian consumers, category dynamics, and the powerful role technology will play in shaping both.”

Kartik added, “AI will remain a strategic force for our industry – a critical enabler powering intelligent decision-making, accelerating innovation, and redefining how brands connect with consumers. Our role is to decode what’s changing, anticipate what’s next, and translate that into real business impact for brands in India.”

A central theme of the report is the increasing integration of intelligent technology into everyday life. The report also noted that the market is moving towards systems that anticipate consumer needs and reduce manual intervention, driven by the growing presence of artificial intelligence and the consolidation of digital identities across platforms.

The agency also said this shift was reflected at CES 2026, where agentic AI and AI-enabled technologies featured prominently, with brands showcasing products ranging from health technology and smart home systems to autonomous vehicles.

Moreover, the analysis indicates that a majority of key Asia-Pacific markets are already using AI for productivity, while many organisations are in the process of deploying AI agents across workflows. It also highlights how AI is reshaping discovery, with search engines incorporating AI-generated overviews that reduce the need for users to navigate multiple websites.

Another area identified is the development of ambient intelligence, enabled by smart sensors that passively collect data to sense and respond to consumer needs. OM APAC said such systems could become particularly relevant in sectors such as healthcare, where technology may be able to detect symptoms across multiple data points and support earlier intervention.

The report also references the convergence of physical and digital identities, noting that several ASEAN countries are developing digital identity wallets, such as Singapore’s SingPass, as part of broader efforts under the ASEAN Digital Masterplan to support cross-border identification. OM APAC added that new regulations requiring online identity verification, including Malaysia’s Online Safety Act, indicate a shift towards a web environment in which personal and digital identities increasingly overlap.

For brands, the agency noted, this may require changes in content structuring, data architecture, and channel strategies. 

Another major theme in the report centres on the changing dynamics of brand influence and consumer participation. According to the report, CES highlighted how emerging technologies such as social commerce, smart glasses, and AI-driven discovery are reshaping the path to purchase, creating more interactive relationships between brands and consumers.

The agency also observed that social media platforms are increasingly serving as spaces for live interaction, with livestreaming now more closely associated with everyday communication than with major scheduled events. It said this shift has been supported by the integration of streaming features across social, gaming, and e-commerce platforms, allowing real-time engagement and immediate feedback.

Moreover, the report also pointed to the growing prevalence of second-screen behaviour in the region, with many livestream viewers using smartphones alongside primary screens to scan QR codes, follow links, or participate in online discussions. The agency said this behaviour extends the reach of live content and creates additional opportunities for engagement.

E-commerce was highlighted as another factor reshaping brand competition. According to the report, the expansion of online retail has reduced barriers between large and small brands, giving consumers greater choice and encouraging more selective purchasing decisions. 

The report adds that interactive formats, including livestreaming, connected television, polls, and physical activations, are increasingly influencing brand advocacy.

The final section of the report addresses rising consumer expectations and the opportunities they present. Additionally, the study highlighted that in a fragmented media landscape, brands are being pushed to refocus on relevance, authenticity, and community-led engagement. The agency noted that social platforms have enabled the growth of niche communities and creators, making it easier for consumers to find content aligned with specific interests.

In summary, the report concluded that consumers increasingly view brands not only as providers of products or services, but as contributors to lifestyle and identity. The agency also said brands seeking to remain competitive will need to articulate the broader value they offer and communicate it consistently across consumer touchpoints.