By EGC Group The second quarter (Q2) is underway. What should advertisers and marketers expect between now and the end of June? And what makes 2026 different from previous years? EGC Group has identified several key trends that will shape how brands drive visibility and sales in Q2. The Traditional Dynamics of Q2 Consumer spending typically rises in the spring months leading into early summer. Also worth noting is how Q2 is anchored by major spending holidays and moments (including Easter, Mother’s Day, Father’s Day, and graduation season) which consistently drive retail activity. Finally, Q2 serves as a runway for the summer season, with brands rolling out campaigns tied to seasonal categories such as apparel, travel, and outdoor living. Here are five trends for advertisers and marketers to pay special attention to over the course of the next few months. Trends That Will Set Q2 2026 Apart 1. AI: Prediction and Automation at Scale Artificial intelligence (AI) will play a significant role in Q2 planning and execution. Brands are increasingly using AI for predictive analytics to forecast consumer behavior, optimize media spend, and estimate return on investment (ROI) before campaigns launch. At the same time, marketers are fast adopting AI-powered ad automation, which can create, manage, and optimize campaigns in real time. (EGC Group is currently developing its own ad automation model, currently in beta format. Stay tuned for future details.) The increased usage of AI has, however, resulted in a countertrend that marketers cannot ignore. 2. Growing Preference for Human-Created Content As noted by Kieran Flanagan, SVP of Marketing, AI, and GTM at HubSpot, the surge in AI-generated content has led to concerns about quality and originality. In response, many consumers are gravitating toward content that feels more authentic, character-driven, and distinctly human. This shift is driving increased investment in creator partnerships, storytelling, and high-trust environments such as podcasts and newsletters. Brands are also expanding their presence in more curated or gated spaces to stand out from the growing volume of AI-generated content. 3. The Shift from Retail Media to Commerce Media The media landscape is also evolving. The World Federation of Advertisers notes that ‘retail media’ is increasingly being reframed as ‘commerce media.’ In Q2, a clearer divide will emerge between: Retailers prioritizing scale and open exchange models focused on inventory monetization, and Retailers maintaining highly curated ecosystems with stricter controls and higher-quality targeting To succeed in both environments, marketers will need more sophisticated, adaptable strategies that align with each platform’s structure and expectations. 4. TikTok Remains Tops Among Consumers and Brands Where shopping on social media is concerned, TikTok (and its integrated component, TikTok Shop) continually attract consumers. Recent reports state that TikTok Shop earned $2.7 billion, cementing its place as a main source where e-commerce brands want to be discovered. Intensifying the strength of TikTok’s position is its recent partnership with audio icon, iHeartMedia, which will increase the platform’s reach and effectiveness through cross-channel media strategies. 5. Sports via Streaming Marketers realize the ever-growing power of connected television (CTV) as a venue to present ads that are not only shown in real time but have relevance to the interests and needs of target audiences. And watching sports via streaming services is a leading platform for brand messaging to be seen and heard. Even with the current frustrations of fragmentation within media, there are opportunities within challenges for success. (For further insight, read EGC’s blog, Where Should Your Brand’s Video Budget Go Now That Sports Viewing is Fragmenting?) Indeed, advertisers and marketers should not become overwhelmed by challenges… Turning Complexity into Opportunity Q2 presents both challenges and opportunities. Brands that adapt quickly by balancing AI efficiency with human authenticity, and scale with precision will be best positioned to capture attention and drive results. If your brand is looking to increase visibility and performance in the months ahead, now is the time to act. Q2 is already in motion. And now is the time to contact EGC to strengthen your brand’s presence.
