The Rendez-vous de la création de contenu held its first in-person event on November 19 at Le Bungalow. This event brought together strategists, creators, and managers to understand that humans are at the heart of creativity, even as AI changes everything. The event's discussions highlighted the industry's eagerness to reconnect with culture, emotion, and authenticity.

After a day filled with ideas and insights from Brandwatch’s Digital Marketing Trends 2026 Report, one conclusion prevailed: 2026 will be a year of more than just tech changes. It’s also shaping up to be a year that brands reconnect with their humanity to shine.

Because, in a world saturated with automated, predictable, cloned content, consumers have time and time again sent a clear message: Show me something real. Show me who you truly are. That’s where it all begins. Here are the five trends that will undeniably shape 2026.

1—When “slop” dies, creativity is reborn

AI made content production seem infinite, opening the floodgates for more text, more images, more videos… and more noise, too. In an ocean of generative content, what rises to the surface won’t be the most polished content, but the most lifelike.

People no longer crave perfection. They want authenticity. They’re drawn to brands with a voice, a perspective, and genuine emotions. In 2026, how your content performs will probably be based on depth and intentionality rather than how much you post.

The term “slop” refers to the inundation of generic, repetitive, soulless content—often produced quickly by an AI model—created only to fill feeds with no real creative intention behind it. The content quickly piles up but starts looking the same as everything else out there. It says nothing; it stands for nothing. It’s just visual and narrative noise that clutters and clogs up users’ timelines.

2—Authenticity is the new standard

Trend-jacking has lost its power. Viral trends move too quickly to leave a lasting impression. Winning brands are those that understand, even feel, culture, and engage with it. This is how a brand can spark conversations instead of jumping on the latest trend. People gravitate towards brands that seek to shape culture, and not follow it. 

3—The rise of EGC: employees are the new influencers

One of the standout themes of the event was the noticeable shift in how human voices outperform ultra-slick, highly produced narratives. For example, an employee sharing a genuine moment or spontaneous thought, offering a peek into their daily lives, can garner more credibility than a high-production value campaign ever could. Teams are becoming so much more than that. Their roles have evolved to become an organization’s most valuable narrative capital. Brands that understand this and know how to achieve this, can stand out—maybe even become iconic.

4—A return to real: experience as a universal language

Following a decade of hyper-digital everything, we’re beginning to see a new trend emerge: a need for tangible experiences in order to touch, feel, share, and create. Together.

Brands that spark genuine real-world emotions—an immersive workshop, an unexpected activation, a human encounter, a memorable sensory experience—can successfully build and nurture connections that digital-only spaces can’t replicate. IRL becomes an emotional driver.

5—GEO: When AI decides which brands deserve to exist

The 2026 report highlighted yet another major shift: the emergence of Generative Engine Optimization (GEO). For the first time, users don’t decide what they see online. Generative engines do. That creates a new challenge that goes beyond visibility. Brands need to stay relevant through clear messaging. That’s how brands get ahead and leave others behind.

What the most inspiring brands will do in 2026

As we look ahead, one thing is clear: in 2026, only the brands willing to evolve will stay relevant. In order to achieve this, they must:

• Move beyond marketing and embrace meaning

• Harness their corporate culture as a creative engine

• Build experiences that leave an indelible impression

• Embody truths that can’t be replicated

• Create meaningful value that means more than just showing up in people’s lives

Above all, these brands must recognize that authenticity always brings about growth.

Technologies change. Platforms evolve. Formats transform. But what people expect remains the same: brands that inspire, take a stand, and tell a story worth hearing about. 2026 will be the year of brands being courageous. Not those that aim to be seen, but those that want to be felt. 2026 is for brands that dare to be human.