The year 2026 is shaping up not as an era of futuristic promises, but as a moment of operational maturity. Gradually, technology is no longer a mere add-on and is becoming an invisible yet decisive infrastructure within the consumer market. In this context, brands face a dual challenge: embracing technical autonomy without sacrificing human credibility.
The major breakthrough this year is the shift from artificial intelligence that merely suggests to AI that actually executes.
According to Sergio Candelo, Co-founder & COO of Snoop Consulting, Agentic AI sits at the core of today’s market evolution. “AI is no longer just recommending actions—it’s taking them. We’re talking about ‘pocket agents’ that can negotiate prices or proactively manage finances,” he explains.
For Candelo, the success of these technologies will depend on their ability to demonstrate authenticity and reduce friction in real-world applications.
Meanwhile, Ximena Reinel Vanegas, Public Relations Coordinator at Vivo Colombia, anticipates a more mature integration of AI, particularly in areas related to well-being.
In an environment saturated with synthetic content and deepfakes, trust has become the scarcest asset of all. Under these conditions, brands can no longer afford hollow messaging.
Jorge Figueredo, CEO & Founder of Líderes Digitales, emphasizes that technology must always be viewed as a purpose-driven tool—one designed to generate real value and meaningful change for consumers, whether through efficiency, speed, or the overall brand experience. Transparency, he notes, is essential.
This call for honesty is echoed by Sergio Candelo, who states bluntly that “promise-driven marketing is dead.” To earn credibility, brands must prioritize evidence over storytelling, openly acknowledge technical limitations, and always ensure access to human expertise.
For Ximena Reinel Vanegas, innovation only matters when it is understood:
Translating technology into clear, tangible benefits is what makes a brand relatable and relevant.
Jorge Figueredo closes with a strategic recommendation for 2026: companies must place people and processes at the center of their ecosystems. Rather than pursuing innovation that simply “grabs attention,” the market will reward solutions aligned with a sustainable purpose and capable of delivering measurable improvements to the user experience.
What Lies Ahead for the Tech Sector in 2026?
The answer can be distilled into a simple equation: Advanced Technology + Radical Transparency. The real challenge lies in execution—automating operational processes while humanizing purpose. Only then can brands build trust that truly lasts.