There’s always a lot of noise around trends in search and consumer behaviour at the start of 2026. In this podcast we cut through it to highlight what actually matters, drawing on insight from Google, SparkToro, Econsultancy and our own team at The SEO Works.

This year, consumer journeys are messier than ever. People don't always start with Google. They’re picking things up from TikTok, Reddit, or even AI tools, often before they know what they’re really looking for.

Google still leads, but generative AI is evolving how people search. More users are getting answers without clicking anywhere. That means brands need to be visible not just to humans, but to machines that are scanning and summarising.

One thing hasn’t changed: content still matters. It needs to be real, useful and well made. But the focus is shifting. Clear facts aren’t always enough... "vibes" are influencing consumers and people are paying more attention to tone, feeling and style.

We discuss the trends in consumer behaviour shaping 2026.

And while the tech keeps moving, the basics still count. A solid site, strong content, and a clear brand are still what get you seen, even as AI becomes more adopted.

We sum up suggesting the best approach in 2026 is a mulfi-faceted one. Building content that can work across different channels, making it easy for AI to process. But never losing your own uniqueness or forgetting who it’s really for.

In September 2025, OpenAI and the National Bureau of Economic Research shared the biggest study of ChatGPT users ever.

This podcast breaks it down for you. No jargon, no waffle... just the key takeaways.

We talk about how ChatGPT has gone mainstream. While plenty of people still use it for work (writing, coding and so on) the majority of messages now are for personal use.

We also explore the kinds of things people are using it for. Writing is still a big one, but there’s also things like multimedia work, asking questions, getting practical advice, solving technical problems, and even using it as a way to think out loud. The percentages will surprise you!

The study also showed how usage varies by age, job and education. There’s a steady shift towards equal use between men and women. And more people are turning to ChatGPT for help and learning, not just to look things up.

Find out how people ACTUALLY use ChatGPT in our this latest podcast from The SEO Works.