Horizons: The Future of Media, Marketing & AI
The biggest shifts shaping audience behaviour in the next 12–18 months:
- Audience Fragmentation & Communities:
The average UK user now engages with 40+ apps monthly. Traditional “channels” are weakening, while communities (Discord, Twitch, gaming environments) and private spaces (WhatsApp, Snapchat) are growing. Attention is shifting from passive scrolling to active, immersive environments. - The Decline of Performative Social:
Instagram and Facebook usage among younger audiences is falling. In their place: more authentic, less curated content and “dark social” sharing. Brands need to rethink how they show up — less polished, more native to context. - Search is Changing (Not Disappearing):
AI hasn’t replaced search — but it has changed behaviour. Zero-click searches are rising, with traffic from search engines down ~15%. The opportunity now lies in visibility within platforms, not just driving clicks out. - AI Adoption Beyond the Bubble:
AI usage is widespread but uneven. While many have tried tools like ChatGPT, adoption varies significantly by region and audience. The key challenge: understanding real-world usage, not just industry hype. - Experience-Led Culture:
Cultural consumption has shifted from single events to full experiences. Audiences now ask: “What’s the full value of my time and money?” Food, socialising, and environment are as important as the core event itself. - The Rise of the “Experience Economy”:
Culture is no longer the destination — it’s part of a wider journey. From domestic tourism to urban exploration, brands must package experiences, not just promote moments. - Low Loyalty, High Expectation Audiences:
Across all segments, loyalty is declining. Discovery is constant, expectations are rising, and decisions are increasingly conditional. Relevance beats prestige every time.
Horizons explores what’s happening now, and what’s coming next.
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Horizons Sessions
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Explore how AI is changing search behaviour, from single queries to conversations, reshaping discovery, decision-making and marketing.
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Explore how culture audiences are shifting from events to experiences, driven by value, mindset and changing behaviour in 2026.
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Explore how Gen Z is reshaping media, social and marketing, from fragmentation and communities to authenticity and behaviour change.
How visitor behaviour across arts, heritage and tourism has evolved over five years — from digital discovery to new audience expectations.
AI adoption is changing how people search, discover brands and make decisions. What marketers must understand to stay visible.
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WhatsApp is no longer just for messages. It’s fast becoming one of the most powerful platforms for customer engagement and for driving serious revenue.
AI is transforming how sales happen, not just behind the scenes, but live, in front of customers.
AI isn’t just changing media and marketing — it’s beginning to flip the entire manufacturing process.
Performance Max (PMAX) has shifted gears in just a few months. Once a black box, it’s now opening up, giving advertisers a clearer view of what’s working and why.
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The rules of Meta advertising are changing fast. Specific audience targeting is shrinking, niche segments are being rolled up, and the platform is pushing advertisers towards broader audiences. That sounds limiting, but it isn’t.