Every summer, I take time to reflect on what the first half of the year has taught us and where I believe the market is headed next. Some shifts have happened faster than expected, while others have proven to be less significant than many predicted. As we head into the second half of 2026, these are the trends I believe communicators and business leaders should be paying the closest attention to.
1. AI visibility becomes part of every communications strategy
Consumers are increasingly relying on AI platforms to answer questions, compare companies, and evaluate brands. Whether someone turns to ChatGPT, Gemini, or Perplexity, the responses they receive are shaped by the quality and credibility of the information those systems can find.
That makes earned media, thought leadership and authoritative content more valuable than ever. Organizations that understand how they appear across generative AI platforms will have a clearer picture of their reputation and where opportunities exist to strengthen it. I expect AI visibility audits to become a standard part of communications planning as organizations look to better understand how they are represented in AI-generated responses.
2. Audience assumptions deserve another look
Many organizations still rely on customer personas that were developed years ago. While those exercises provided valuable direction at the time, consumer behavior continues to evolve alongside changing economic conditions, media habits and technology.
The organizations that stay ahead will continue validating what they believe they know about their audiences rather than assuming those insights remain accurate. Behavioral data, rapid audience testing and ongoing research can provide a much stronger foundation for strategic decisions than assumptions that have not been revisited in years.
3. AI is changing how organizations approach research
Research has traditionally been one of the more expensive parts of strategic planning, which meant many organizations conducted it infrequently or not at all. AI is beginning to change that equation.
Today, organizations can gather directional audience insights, analyze large volumes of feedback, identify emerging themes, and test messaging much more quickly than before. While AI is not a replacement for every traditional research method, it allows organizations to ask better questions, validate assumptions earlier and make more informed decisions throughout the planning process.
4. Scenario planning should become a regular discipline
Reputation challenges rarely appear without warning. Social issues, political developments and cultural conversations continue to move quickly, often creating new expectations for how organizations communicate with employees, customers and stakeholders.
Rather than developing response strategies only after an issue emerges, organizations should regularly evaluate potential scenarios, review messaging and identify areas of vulnerability before they become urgent. Teams that build this discipline into their planning process are often able to respond more confidently when circumstances change.
5. Strong content remains one of the most valuable assets a brand can own
As AI becomes a primary source of information for more consumers, the quality of the underlying content matters even more. Credible reporting, thoughtful commentary, expert insights and original perspectives all contribute to how organizations are represented across both traditional media and AI-generated responses.
Organizations that consistently invest in high-quality content are building assets that continue working long after publication. Every article, interview, byline and executive insight contributes to a stronger reputation, greater discoverability and increased credibility across an expanding digital landscape.
The second half of 2026 presents an opportunity for organizations to evaluate where they stand before planning for the year ahead. Understanding how AI platforms represent your brand, validating audience assumptions, and strengthening your content strategy are all practical steps that can improve decision-making and long-term visibility.
At The Pollack Group, we’ve developed tools like Sited, our proprietary AI visibility audit and monitoring platform, and Audience IQ, our AI-powered audience intelligence solution, to help organizations better understand how they are perceived and where opportunities exist to strengthen their communications strategy. As AI continues to reshape how information is discovered and trusted, organizations that regularly measure, evaluate, and adapt will be best positioned for what comes next.
