Blog: Five Key Takeaways from the Digital Marketing World Forum 2026 for AIC Members
Agricultural Industries Confederation's (AIC) Communications Manager Wendy Ford recently attended the Digital Marketing World Forum (DMWF), at the ExCel, London, to explore the latest trends in communications, digital marketing and audience engagement.
One thing was clear across all the sessions: communications and marketing are becoming increasingly crowded, but more important than ever.
Across the event, speakers consistently highlighted the need to cut through the noise with clarity, creativity and authenticity.
Below are five insights from DMWF 2026 that are immediately relevant to AIC Members.
1. Creativity still matters, even with AI
Artificial intelligence (AI) was referenced in almost every session. Several speakers highlighted that while AI can support data analysis and content creation, speakers warned that overuse risks creating a sense of “sameness” across communications.
AI is very good at analysing data and drafting content, but it doesn’t replace original thinking. The most memorable campaigns still come from ideas that are unexpected or human-led, that level of authenticity that AI simply cannot replicate.
What this means:
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Use AI to support, not replace, your communications activity
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Focus on ideas that will genuinely stand out to your customers and stakeholders
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Don’t be afraid to do something slightly different
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Ensure your content retains a clear, human voice
2. Consistent branding builds recognition and trust
There was a real focus on the idea that brands need to be distinctive to be remembered.
Speakers emphasised the importance of strong, consistent branding in a crowded marketplace. Recognisable colours, logos and messaging help organisations stand out and build familiarity over time.
What this means:
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Be consistent with your branding across all communications
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Keep messaging clear and recognisable
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Take a long-term approach, as strong brands are built over time
3. Short, authentic video is one of the most effective tools
Data shared by LinkedIn at DMWF highlighted the rapid growth of video consumption, particularly among business-to-business (B2B) audiences. Short, engaging clips were identified as particularly effective.
Speakers also emphasised that content featuring real people tends to perform better than highly polished corporate messaging.
What this means:
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Experiment with short, simple videos (7–15 seconds works well)
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Feature real people, such as your employees, experts or those out on site
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Focus on explaining, sharing or showing something useful
4. People engage with people
A recurring theme across sessions was that audiences are more likely to engage with content shared by individuals than by organisations alone.
Personal posts often generate higher engagement, while company posts are more likely to be shared.
What this means:
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Encourage colleagues to share insights and updates
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Showcase the people behind your business
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Keep tone natural and approachable where appropriate
5. Mix up your formats to keep things engaging
While video continues to dominate, another takeaway was the importance of variety in your communications. Other formats like carousels, testimonials and case studies are also proving effective at driving engagement.
What this means:
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Use a mix of videos, carousel posts and written updates
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Share testimonials or real-life examples
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Present information in clear, easy to digest formats
In short, the most effective communications today are clear, human and distinctive. Focusing on these areas can help you cut through the noise and strengthen how you communicate and better connect with their audiences
Author
Wendy Ford
Wendy Ford is Communications Manager at AIC, creating and overseeing the content published on AIC's website, emails, Member briefings, print publications, and social media.
