What do the latest shifts in AI, search and media tell us about the next 12–18 months of marketing? From AI-led discovery and connected experiences to PMax, in-car advertising and dark social, this edition of Horizons explores what brands need to do to stay visible and competitive.

In this Q3 2026 edition, we explore the shift from human attention to delegated attention: brands now need to reach both people and the AI tools helping them research and decide. Being visible on Google is no longer enough; brands also need to understand how they appear across AI, influencers, social platforms and third-party sources.

The session also looks at the “day one list”, the shortlist people create before visiting a website, and why digital word of mouth, creator content and closed communities are becoming increasingly important to discovery.

We then explore connected media planning, including how brands can build more joined-up experiences across TV, social, outdoor, mobile and creators. With better data, machine learning and media mix modelling, it is becoming easier to understand which channels work best together and act on insights faster.

Finally, the session covers new developments across Google and Meta, including PMax controls, more conversational search, emerging creative formats, in-car advertising and improved influencer measurement.

What you’ll learn:

The shift from human to AI-led attention

Why Google visibility does not guarantee AI recommendations

How brands can influence the day one shortlist

Why digital word of mouth and dark social matter

How connected media can improve reach and frequency

Why mixed media modelling is becoming more accessible

What PMax changes mean for channel control

How search is becoming more prompt-led

What new Meta formats and in-car media could mean for advertisers

Why brands should audit their AI and LLM visibility now

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