Canadian businesses are witnessing a drop in clicks despite top rankings because search engines and AI assistants now answer questions directly by summarizing the pages about your queries.
In this new and constantly challenging environment, maintaining visibility means being referenced by intelligent platforms and recognized in zero‑click experiences.
In this read we will help you navigate the trends that will shape marketing success in Canada throughout 2026.
Generative Engine Optimisation and Zero-Click Search
Search engines have shifted from listing links to providing direct answers. Users ask a question and receive a complete response compiled by AI, often without clicking through to a website. Traditional SEO remains important, but it is no longer the finish line of retaining the maximum visitors. What matters now is that your brand is cited or implied within these AI‑generated answers.
To adapt, marketers should focus on generative engine optimization (GEO). Structure content so that AI systems can interpret and reference it. Answer in a way that is clear and easily understood by your reader. Also use schema markup to make the information machine‑readable.
Brand mentions across trusted sources, reviews, forums, podcasts, and social channels are also becoming as influential as backlinks. Ensure that your business appears wherever your audience asks for information. It can be ChatGPT queries to voice assistants and social‑platform searches.
AI‑driven Personalisation and Automation
Artificial intelligence has moved from experiment to necessity in this era of marketing. Today, intelligent tools segment audiences, predict behaviour, and run automated nurture flows that reduce cost per lead and improve conversion quality.
Campaigns built on first‑party and zero‑party data, information collected directly from customers, deliver higher return on investment and better personalization than those relying on rented third‑party data.
At the same time, privacy regulations mean that ethical data practices are non‑negotiable. AI systems work best when they have clean, permission‑based data. Businesses must give customers compelling reasons to share information. While machines handle speed and scale, human oversight makes sure that messaging remains empathetic, culturally aware, and aligned with your brand.
Video and visual engagement
Short videos have become one of the most powerful discovery tools. People often encounter a brand while scrolling through social media, see a quick clip explaining a familiar problem, and remember the name weeks later. These unscripted, educational snippets create recognition rather than immediate action.
In 2026, these videos will answer questions from customers and include hands-on demonstrations, and if you have behind‑the‑scenes moments, they are the best. Start with a test through short-form content, and if it is successful, expand it.
Immersive technologies amplify this trend: augmented‑reality try‑ons let users see how sunglasses or furniture look before buying, while virtual tours showcase spaces without in‑person visits.
Interactive content not only keeps viewers’ attention but also provides richer behavioural data, such as what they clicked, hovered over, or replayed.
Discovery and Purchase Along a Decoupled Journey
Gone are the days when someone discovers a brand and buys immediately without any research. Today’s consumers might notice you in a Reddit thread, a short video, or a screenshot shared by a friend and then do nothing for days. Later they might search your name, ask an AI assistant for recommendations, or browse your social feed. Eventually, they land on your site and convert, long after the initial moment of discovery.
This decoupled journey means that early‑stage interactions often happen offsite and often untracked. Brands that only optimize the final conversion step ignore where interest is actually formed. Understand where your customers first noticed you, where they validated you, and when and where they eventually decided to make a purchase. Show up consistently in the places where your customers are; it can be forums, social media, or AI assistants.
Local SEO and Conversational Search
Despite global competition, local visibility still provides a strong advantage for Canadian businesses. Proximity and location‑specific relevance also influence buying decisions. To capitalize on this, optimize your Google Business Profile, encourage your happy customers to leave reviews, and publish content based on the neighbourhoods where you serve.
Conversational, voice‑enabled search is rising. When someone asks, “Where’s the best brunch near me?” they expect immediate, local answers. Incorporate natural language and question‑based phrases into your content.
Use specific geographic keywords such as “Copywriting services in Ontario.” It gives Google a local signal.
Social Commerce and Influencer Marketing
Platforms like Instagram, TikTok, and Facebook are now integrating direct purchase options. This means now users don’t have to leave the app to buy anything; they can do it while staying in the app.
In Canada, influencer marketing is big business, with spending hitting over $32.55 billion in 2025, and it’s only growing. The focus now is shifting from massive influencers with millions of followers to micro‑creators with smaller audiences who regularly engage with audiences. Because those smaller creators are authentic, and their followers trust them.
If you’re working with influencers, it’s time to focus on genuine partnerships. Choose the creator who is most suitable for your brand and give them freedom to create content that they think could connect with the customer.
Retail Media Networks and Marketplace Advertising
Retail media networks (RMNs) are advertising platforms. They are operated by big retailers such as Walmart and Amazon. In this marketing trend you will be able to advertise when the customer is comparing different options and is about to make a purchase. It delivers 2 to 3 times better results than traditional digital ads. If your product is sold through major retailers, consider investing in RMNs.
Creator‑led Content and Micro‑communities
Audiences trust real people and small communities more than faceless brands. Micro-creators and individuals with niche audiences can help you generate more revenue than celebrity influencers because these micro-creators have their followers connected to them. In 2026, brands need to move beyond one‑off creator collaborations toward creator ecosystems.
Kantar’s research notes that people are gravitating towards micro-communities where authenticity and relevance drive more engagement than reach. Brands that show up in these spaces with useful contributions and that collaborate with credible creators achieve higher ROI. Set clear guardrails for creators so they understand your brand’s voice, then give them the freedom to tell stories their followers want to hear.
Augmented Reality & Virtual Reality
There was a time when augmented reality and virtual reality were only concepts; now they are some of the most practical tools for ROI. With AR and VR, you can see how products actually look, which builds trust and boosts conversions.
If you offer services in physical spaces, consider virtual consultations or tours. For product‑centric businesses, virtual pop‑up events or gamified experiences can create interest and drive traffic.