Incubeta identifies seven marketing trends for 2027

The global marketing agency Incubeta has released a strategic whitepaper titled ‘Tomorrow’s World: The 2027 Marketing Outlook’, outlining seven key trends expected to transform the sector by 2027. These shifts occur amid economic uncertainty and the rapid advancement of artificial intelligence.

A primary trend is AI Engine Optimization (AEO). As consumers increasingly use tools like ChatGPT and Gemini for research, brands must ensure visibility within AI-generated responses. Data indicates that over 60% of informational searches are now resolved directly within search interfaces, bypassing brand websites. Furthermore, Gartner predicts a minimum 25% reduction in traditional search volumes by the end of 2026.

Other significant trends include data sovereignty, emphasizing the importance of controlling first-party data to reduce reliance on external platforms, and agentic commerce. In the latter, AI agents are expected to play an increasing role in researching, comparing, and purchasing products on behalf of consumers, requiring brands to provide highly structured and updated product information.