Full Breakdown
Digital 2026: The Rise of Social Media and AI in Brand Discovery
10/16/2025, 12:07:57 PM
Social Media Becomes a Global Supermajority
The Digital 2026 report, produced by We Are Social and Meltwater, reveals that over 6 billion people are now online, with 5.66 billion social media users, representing 68.7% of the global population. This marks a significant milestone, as social media users now outnumber non-users by a ratio of two to one. The report highlights a 4.8% increase in users over the past year, attributed to the addition of 259 million new identities.
Changing Online Behavior and Brand Discovery
The report emphasizes a profound shift in how consumers discover brands. Among internet users aged 16 to 34, social media ads have become the primary source of brand awareness, surpassing traditional search engines and television advertisements. Specifically, 34.2% of users aged 16 to 24 and 32.1% of those aged 25 to 34 rely on social media ads for brand discovery. For users aged 35 to 44, social media ads rank second, indicating a generational divide in media consumption habits.
The Impact of Artificial Intelligence
Digital 2026 also notes a surge in the use of generative AI tools, with over 1 billion users engaging with such platforms monthly. OpenAI's ChatGPT alone reported 800 million weekly users as of October 2025. This rapid adoption of AI is reshaping online behaviors, particularly in search, as only 80% of online adults now use conventional search engines. The report indicates that many users are increasingly turning to AI for information, reflecting a shift in how consumers seek and trust information.
Advertising Trends and Market Insights
Marketers are projected to spend a record US$1.16 trillion on advertising in 2025, with digital channels accounting for 74.4% of this total. Social media advertising is expected to grow by 13.6% year-on-year, reaching US$277 billion. The rise of online retail media is also notable, with brands anticipated to invest US$204 billion in e-commerce advertising in the same year.
Criticism and Industry Response
Critics of the evolving digital landscape argue that the increasing reliance on social media and AI for brand discovery may lead to a homogenization of content, where brands struggle to stand out in a crowded marketplace. Alexandra Bjertnæs, Chief Strategy Officer at Meltwater, acknowledges this challenge, stating, “Success will depend on deep cultural understanding and ideas that earn attention.”
Conclusion: Navigating the New Digital Era
As the Digital 2026 report illustrates, the integration of social media and AI into everyday life is reshaping consumer behavior and brand strategies. Marketers must adapt to this "supermajority" era by creating culturally relevant content that resonates with diverse audiences across multiple platforms. The future of digital marketing will hinge on the ability to engage users in meaningful ways, reflecting the rapidly changing landscape of online interactions.
Verbatim Quotes
- “ “We’re seeing a profound shift in how people discover brands, with more people turning to social media and AI platforms than ever before.” — Alexandra Bjertnæs, Chief Strategy Officer at Meltwater
- “Toby Southgate, Global Group CEO of We Are Social, said: “We’ve moved from a race for reach to a battle for relevance.” — Toby Southgate, Global Group CEO of We Are Social
- “The game keeps changing,” — Toby Southgate, Global Group CEO of We Are Social
