Australian Media in the Age of AI: Dentsu report unveils human truths driving local growth

Dentsu has today launched its 2026 Media Trends report, Human Truths in the Algorithmic Era, revealing how three enduring human behaviours – simplicity, sociability and attention – will shape brand growth in a media landscape increasingly guided by algorithms.

 

Now in its 16th year with insights from 30 global media experts, the report decodes the global shifts reshaping marketing and media investment.

As AI, automation, and cultural convergence redefine how people discover, connect, and consume, dentsu identifies the universal human truths that remain constant, and how brands can harness them to grow in 2026 and beyond.

Will Swayne, Global Practice President, Media and Integrated Solutions, dentsu said: “In an age where every click and scroll is influenced by algorithms, the most powerful insights remain human. Brands must focus on what remains stable over time by rooting their strategic thinking in core, invariable human behaviors to rigorously evaluate where to invest in the Algorithmic Era.”

The report spotlights three human truths set to drive growth for brands in 2026:

1.  We Are Simple Until We Are Complex: In a world of complexity, convenience reigns, but only to a point. The report highlights how brands must balance efficiency with emotion and design experiences that both simplify and surprise.

In the Australian market, this translates into:

•       Search Experience Optimisation tailored for conversational AI and voice search. In 2026, brands will need to rapidly evolve their search strategies to keep pace with consumers.

•       Agentic AI applications in retail and entertainment.

•       Embracing the Friction Paradox, where intentional complexity drives deeper engagement.

Harriet Swinburn, Group Strategy Director at iProspect Australia said: “Technology and AI advancements are removing friction from our world. Removing a bit of friction helps with productivity, but I think if too much friction is removed that creates homogeny.

“A strategist’s value is in our opinion, but a strategist’s opinion flattens if it’s all sourced from the same AI. This report talks about the next stage where custom agentic AI agents will be fuelled on context-aware systems. They will be able to deliver multi-step tasks, adding strategic value,” added Swinburn.

2.  We Are Social Animals: Connection is core to Australian culture, from community sport to digital fandoms. As influence decentralises:

•       Creators and communities on platforms like TikTok and Reddit are shaping cultural narratives.

•       Live experiences, from AFL finals to music festivals, are prime opportunities for brands.

•       Business messaging channels are gaining traction for real-time engagement.

Andrew McDonald, Head of Digital at Carat Australia, said: “These trends capture the reality that, despite the rapid advance of algorithms and AI, our need for human connection remains at the heart of how culture and brands evolve.

“We need to start considering Share of Culture alongside traditional levers like Share of Voice. Whether on social platforms, in group chats, or at live events, it’s communities that shape the stories we share and the brands we champion. The most effective brands are those that listen, support authentic voices, and find ways to participate in the moments that matter and trigger an emotional connection, but brands need to show up in a way that is authentic,” added McDonald.

3.  We Don’t Read Advertising: Attention is scarce, and Australians are increasingly selective.

Dentsu’s research shows:

•       AI-generated audiences offer sharper segmentation.

•       NextGen video formats, short-form, interactive, and immersive, are outperforming traditional ads.

•       Cultural formats like sports docuseries, anime, and micro-dramas are gaining traction.

In 2026, rather than competing for the same mind space, brands must seize new opportunities to embed themselves within fast-growing entertainment territories.

The report reinforces that media is no longer just a channel, it’s a flywheel for growth, connecting creativity, commerce, and culture. In Australia, this means leveraging local insights to drive national relevance and using media to bridge brand storytelling with consumer experience.

DOWNLOAD THE REPORT