What You Can Expect from the Trend Book
- 136 pages of expert knowledge on the digital trends that will create significant added value for your company in 2026
- AI reality checks that show you which developments you can already use in practice
- Thought-provoking questions and practical tips that you can use to implement measures directly in your daily business
- A multi-award-winning format, including the DEUTSCHER AGENTURPREIS (German Agency Award), German Design Award and German Marketing Award
- Cross-industry facts and figures to support you in making important decisions
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5 Turning Points for 2026. 5 New Opportunities for Success.
Every turning point – every High Noon – is an opportunity for your company to reposition itself and prepare for the future. The experience gained from previous turning points will help you find the balance between changing customer expectations and your capabilities. It is not about following every trend, but about making informed decisions – including deciding against certain measures. This is how you can master any change – from agentic commerce, new search habits and digital sovereignty to tailor-made system architectures.
Turning Point #1 – AI Gains Agency
Over
of people expect conversational experiences when interacting with a brand.
Once unthinkable, now a reality
In the past, who would have thought that thousands of products could be found on a single platform? That orders could be delivered to your doorstep within a few hours? That returns could be processed with a single QR code?
The status quo in e-commerce is also changing consumer expectations. Conversational commerce offers targeted advice for online purchases – and agentic commerce has the potential to fundamentally change consumer behaviour.
Measures you can take today to prepare for the new era of e-commerce:
- Review all your processes
- Structure data to ensure (AI) integration
- Establish a standardised interface, e.g. using an MCP framework
- Pay attention to agentic shopping pilot projects
Turning Point #2 – Search Is Service
Faster, more intuitive, more relevant
These are some of the expectations shaping new search behaviour. Whether with Google or ChatGPT, on social media or in online shops. Companies that want to be found online must do one thing above all else: remain relevant.
Companies found online in 2026:
- demonstrate EEAT (experience, expertise, authority and trustworthiness).
- share valuable texts and unique opinions.
- answer conversational search queries naturally.
- continue to rely on proven SEO principles.
of Google searches end without a click.
Turning Point #3 – Branding Is a Business Case
of consumers forget branded content within three days.
This is how your company can belong to the memorable 20%:
- Evoke emotion
- Have the courage to allow wild ideas
- Bring your brand to life with experiences
- Build a community
Branding makes or breaks a business
Content is everywhere. But only strong brands stand out from the flood of content. The right branding strategy ensures that purchasing impulses can arise at every point of the customer journey, thereby securing your company's long-term success.
Turning Point #4 – Dependency Becomes Vulnerability
Cyber security is everybody's business
A robust security concept protects infrastructure, revenue and employees. But only if everyone tackles the issue together. It is not enough for companies to be aware of the dangers of a cyber attack – they must understand the business risks and implement targeted measures. This also includes rethinking existing cloud infrastructures, evaluating the switch to European providers and managing data securely and in compliance with the law.
From obligation to competitive advantage
Turn your security strategy into a decisive competitive advantage by:
- formulating clear security roadmaps.
- making compliance reports publicly available.
- publishing regular updates for customers and partners.
Figures that motivate action
billion euros
was the total damage caused to German companies by cyber attacks in 2024.
Turning Point #5 – System Individuality Beats »One Size Fits All«
of companies surveyed regret their software investments because the solutions prove too complex for their needs.
Your systems should fit your company – not the other way around
To successfully navigate turning points, your system landscape must constantly remain in motion. However, this does not mean introducing a new system every year. Rather, it means designing systems to be flexible and scalable from the outset so that they grow with your company, are tailored to your needs and can be continuously professionalised.
Customised software solutions help companies achieve the following:
- Accommodate specific requirements and processes
- Simplify complex structures
- Remain flexible in the face of changing requirements
- Reduce expensive licencing costs
An Overview of All Trend Books
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