The 2026 Trust Agenda: How Brands Rebuild Credibility in a World Saturated with Content

Session Overview

In 2026, AI has become the backbone of marketing, but automation alone is no longer enough to create competitive advantage. The real differentiator is trust — a strategic asset that drives attention, conversion, and long-term customer loyalty.

As digital channels become increasingly saturated with AI-generated content, marketers face rising ad fatigue and growing consumer skepticism. In this environment, relying on intuition is no longer sufficient — data-backed signals are essential to guide smarter, more effective decisions.

In this session, Martin Kelly introduces The 2026 Trust Agenda, drawing on millions of online conversations and insights from Brandwatch’s Digital Marketing Trends 2026 and State of Social 2026 reports. He will explore where trust is breaking down, where it is being rebuilt, and what marketing leaders must prioritise moving forward.

• Rebuilding Trust: Understanding where credibility is declining and how brands can regain it
• Data-Driven Decisions: Using real consumer insights to guide strategy and content
• Strategic Impact: Improving budget allocation, creative quality, and channel prioritisation

Speaker

Martin Kelly

APAC Marketing Director

Brandwatch

Martin Kelly is the APAC Marketing Director at Brandwatch, bringing over 25 years of experience across industries including IT, insurance, education, banking, and sports. He has held senior marketing roles in both Australia and the United Kingdom, leading strategic initiatives that connect data, insights, and brand growth.

With deep expertise in digital strategy and consumer intelligence, Martin helps organisations navigate the evolving marketing landscape and build meaningful, trust-driven relationships with their audiences.