Marketers must embrace co-creation as one in four consumers back brands they love

Marketers in 2026 need to prepare for a new reality where consumers are no longer passive audiences but are active participants in shaping brand narratives. According to Omnicom Media Asia Pacific’s (OM APAC) latest trends report, one in four consumers is more likely to advocate for brands they feel engaged with. This highlights the growing power of interactive experiences, co-creation, and two-way engagement.

The report shows that technology, especially AI, is accelerating this shift. In key Asia Pacific markets, 64% of consumers already use AI for productivity. Meanwhile, seven in 10 organisations deploy AI agents in workflows

Search engines that offer AI summaries now drive 1.6 times more closed browsing sessions and smart sensors can anticipate consumer needs in areas such as wellness and healthcare, creating opportunities for brands to deliver highly personalised, timely experiences, said the report. 

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Digital and physical identities are also converging. Singapore’s SingPass and emerging ASEAN digital wallets are easing cross-border travel and transactions, while regulations such as Malaysia’s Online Safety Act require social platforms to verify users’ identities. For brands, this means optimising content for AI consumption and refining data architectures. For consumers, it signals a world where technology can autonomously improve daily life, if they’re willing to let it.

In addition, social commerce, livestreaming, and AI-driven discovery are putting audiences in control. Four in five livestream viewers engage daily, often scanning QR codes or participating in polls via second screens. This shift underscores the growing importance of trust, with 61% of Asia Pacific consumers believing big companies often prioritise its own interests over shoppers’.

Moreover, the expectation economy is also evolving. Consumers increasingly value lifestyle, experiences, and emotional connection over products alone. For instance, female athletes are 14% more trusted as endorsers, with fans 2.8x more likely to buy products they promote. Across luxury, wellness, and affordable indulgences, brands that create meaningful, culturally relevant moments stand to gain the most.

The emphasis on participation and co-creation in OM APAC’s report echoes findings from Battenhall’s "Year ahead in social 2026", released earlier this year. The consultancy highlighted how Gen Alpha, AI influencers, and rising scrutiny of trend-chasing are reshaping the platform economy.

Gen Alpha, the first fully mobile-native generation, is entering their teens and expects co-creation, community, and meaningful engagement. They value social impact, respond best to short-form, gamified, and influencer-led content, and reject hard selling or trend-chasing. AI influencers are also growing in use, but hybrid campaigns that combine virtual and human creators maintain trust. Finally, social media is moving beyond feeds, with private, community-led spaces such as Discord and Reddit driving engagement.

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