How AI is Changing the Game in 2026

Consumer Behaviour has changed. What should you do about it?

By Stella Teys, Marketing Strategist

Although we were introduced to these changes in 2025, we should still expect rapid change in 2026. The AI industry amounted to 244 billion USD in 2025, and is expected to grow to 800 billion USD by 2030 (Statista, 2025). 

AI will continue to break down barriers and create new areas for growth. The brands that stand out will be those that pair innovation with human interaction and content that resonates.

We will be navigating a significant shift in consumer behaviour driven by the rise of LLMs, AEO and Predictive AI technologies.

I know marketers and their acronyms 🙄. We’ve added some definitions to make things easier. 

AI Branch	Definition
LLMs	Large Learning Models. This is the most general term for for advanced AI systems, trained on big data, to interpret human language and thought processes. Examples of LLMs include ChatGPT and Gemini.
AEOs	Answer Engine Optimisation. It used to just be  Search Engine Optimisation (SEO), but not anymore! AEO is a growing revenue stream for many online businesses, and understanding how to drive website traffic and, ultimately, conversions through AEO will remain an ongoing challenge.
Predictive AI Technologies	The biggest companies in the world are using AI Learning models to predict purchasing behaviour. This isn’t a new thing, however, with the power behind AI it is easier for corporations to personalise consumer journeys.

For our clients at Chilli, whose business practices are orbiting around the sun that is AI at the moment. We have some ideas that go beyond staying relevant, helping elevate your brand and strengthen how customers see and experience it. Don’t just take our word on it for these trends; check out this Forbes article for a deeper dive into consumer behaviour.

Generative AI, Language Models and Authenticity

Large language models such as ChatGPT, Gemini, and Perplexity can generate written content quickly and at a consistently high standard, often faster than traditional human workflows.

Additionally, AI models can now generate images and videos that are so realistic that sometimes you can’t even tell the difference! 

However, there are some things that AI hasn’t been able to replicate. Human Creativity. 

People are rebelling against being fed content they know is AI. We are already sick of hearing the same tone of voice across social captions, EDMs, blogs and digital ads. 

This has caused the consumer to reject any content produced by brands that don’t have that human touch.

Research is also emerging on consumer sentiment vs AI-generated content.

One article states:

Customers avoid services advertised by AI-generated images versus real images.
Belanche et al, 2025.

This is a great opportunity for brands to step in front of their audience with GREAT human-focused content and rebuild their trust.

Trust comes in the form of video and imagery

Studies from the past couple of decades talk about photography and imagery being one of the most essential business assets for your brand (Ajiva, et al, 2024).

It especially allows small to medium businesses to: 

1. Build a brand identity 
2. Stay competitive in tough business environments
3. Build trust with consumers

“Poor-quality images can detract from the brand’s credibility and negatively impact the effectiveness of digital marketing efforts. 

Therefore, investing in professional photography that meets high-quality standards is a strategic move that can yield significant returns in terms of brand perception and customer engagement” (Ajiva, et al, 2024).

Find some examples below of content we created in collaboration with Pepper Productions. 

Great Content Demonstrates Great Brands

In 2025 with the help of Pepper Productions, we developed and distributed hours of great people-centric content. Much of this content improved the visual appearance of our clients’ marketing channels and increased positive consumer perception. 

Feeling Inspired?

We help brands bring great content to life and get it in front of the right audience. Our solutions are flexible and tailored to suit different business needs and budgets. 

Social Proof

Developing video and imagery content is the most effective way to build trust with your customer base (Ajiva, O. A., et al,. 2024). It is equally important to reinforce this trust across your marketing channels using proven social proof. Some examples below.

1. Reviews and Testimonials
   
   This form of Social Proof will never lose it’s relevancy. However, it has been so overdone that many people have built a distrust of reviews. To combat this, ensure you include, who wrote the review and a photo of them, to add credibility.
   
2. Facts, Statistics and Infographics
   
   They say numbers don’t lie, and it’s true! Including facts, statistics and quotes in your campaigns is likely to build trust with your consumers.
   
   You could display these facts and numbers across your website landing pages, organic and paid social media channels or through email marketing.
   
   Some examples include years of service, number of projects completed, # of 5-star reviews.
   

3. User Generated Content or Influencer Content
   
   This is a topic within itself. However, the Influencer industry is experiencing a major boom right now for a reason.
   
   Influencers are a great way to reach an audience engaged with your business niche who already trust them. An influencer campaign could be worth considering in 2026.

Local Partner = Local Solutions

Chilli has been helping Sunny Coast locals for over 32 years. We are the longest-standing agency on the Sunshine Coast and understand the local economy and the people who live and work here better than anyone else.

Call us old school, but we attribute our 32+ years of success partially to our incredible team, who all work in the office, not offshore or remotely. 

Our clients need to feel like their marketing partner is there for them. At Chilli, you can call and talk to your Account Manager, who walks across the room to ask your Web Developer a question within seconds, not minutes or days. 

This service and convenience are unmatched in this day and age, but they work for us, and especially for the businesses we take care of. Darren, our Director and Founder of Chilli, is always happy to talk with you about your business, through a Discovery Session, free of charge.

References: 

1. https://www.statista.com/topics/3104/artificial-intelligence-ai-worldwide/?srsltid=AfmBOorMvKa2F1eIQ3FN-hvsqqPp3dMG2RUf71eOWIlZQ-vd4y-BW8Po#topicOverview
   
2. Belanche, D., Ibáñez-Sánchez, S., Jordán, P., & Matas, S. (2025). Customer reactions to generative AI vs. real images in high-involvement and hedonic services. International Journal of Information Management, 85, 102954.
   
3. Ajiva, O. A., Ejike, O. G., & Abhulimen, A. O. (2024). The critical role of professional photography in digital marketing for SMEs: Strategies and best practices for success. International Journal of Management & Entrepreneurship Research, 6(08), 2626-2636.

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