After several years of rapid innovation, the technology sector is entering a new phase. Audiences are much savvier. Markets are increasingly competitive. Regulations are even tighter. Simply having advanced technology is no longer enough to stand out. The defining tech trends of 2026 will not be about novelty. They will be about scale, credibility and execution.
We’ve reached a point where innovation alone no longer guarantees attention. In 2026, many of the loudest claims will be ignored, while the clearest stories will win.
Here are six key areas where we see investment, attention and scrutiny headed next. As these tech trends develop, communications will become inseparable from growth.
6 Tech Trends That Will Shape How Brands Grow in 2026
1. Web3 Moves From Experimentation to Institutional Adoption
In 2026, Web3, blockchain and decentralised finance will no longer be fringe or speculative.
The conversation is shifting. Instead of asking whether decentralised technology can work, the focus is now on how it operates at scale, how it integrates with existing systems and how it complies with regulation.
As a result, established financial institutions are adopting the technology, and regulated environments are embedding best-in-class solutions. This is being led by the US, but with London’s reputation as a financial powerhouse, it won’t be far behind.
For technology brands operating in this space, the opportunity is significant. So is the communications challenge. These technologies are complex, unfamiliar and often misunderstood outside specialist audiences.
This is where long-term, education-led communications become critical. PHA’s work with Fnality illustrates this shift clearly. We supported the business as it evolved from a research-led initiative into a globally recognised blockchain infrastructure provider. The focus was not hype, but clarity.
Through strategic media engagement, we established a clear narrative around how distributed ledger technology could solve real-world financial challenges. That approach supported multiple major funding rounds and helped position Fnality and its leadership team as a credible institutional player.
As Web3 matures, success in 2026 will belong to companies that invest in explanation and evidence, building essential credibility and trust. Not just relying on technical innovation and bold business claims.
2. Global Tech Growth Shifts East
Across the UK, Europe, and parts of the US, many technology companies are facing slower growth, tighter investment and increasingly saturated markets. In response, attention is turning to emerging markets, particularly in Southeast Asia.
By 2026, international expansion will no longer be a secondary ambition. For many tech businesses, it will be essential for long-term growth. However, entering markets brings with it added complexity.
Media landscapes, social platforms and audience expectations differ sharply from Western markets. A communications strategy that works in London or New York cannot simply be used in a new territory.
PHA’s work supporting PropellerAds’ expansion into East Asia demonstrates how this can be approached effectively. Through our partnership with Tang Cultural Media, PHA leads the global communications strategy while ensuring fully localised execution across Chinese media and platforms, including WeChat.
This approach balances global brand consistency with local relevance, communicating in-language, in-culture and with credibility from day one.
One of the key tech trends in 2026 will be the shift from global messaging to genuinely localised communication strategies. Brands that treat localisation as strategic will unlock new commercial opportunities.
3. Cybersecurity Moves Into the Spotlight
Cybersecurity will be a top priority for companies across all sectors. As businesses collect and process more data, their exposure to cybersecurity attacks grows. Governments are responding to ensure that accurate security measures are in place to protect customer data.
In the UK, a new cybersecurity bill currently moving through Parliament is expected to raise the bar on how businesses manage risk, resilience and accountability. While this is an evolving topic, it demonstrates a need for investment in cybersecurity capabilities by all entities.
Customers, partners and investors will start asking questions about cyber resilience. Media scrutiny will follow incidents more closely. Saying nothing will carry its own risk, particularly for businesses operating in regulated or data-heavy environments.
This also shifts the competitive landscape. As regulation tightens, more UK-based cybersecurity providers are likely to emerge, positioning themselves against established US players. Meanwhile, global businesses will begin to consolidate – ensuring they cover the increasingly wider range of cyber knowledge needed to offer comprehensive yet flexible solutions.
Technical capability will matter, but so will credibility. PHA’s work with leading cybersecurity businesses has focused on considered communications that respond to the rapidly shifting cyber landscape but, importantly, proactively set a thought leadership agenda that builds trust and awareness. For 2026, brands that can clearly articulate how they fit into the regulatory environment will stand out faster. That means shaping clear, confident narratives around security, regulation and risk, and ensuring those stories hold up across media, stakeholders and markets.
4. Wearables and the Ageing Population
Wearables have quickly become part of everyday life, especially for ageing populations. Devices track movement, sleep, heart rate, medication, and even cognitive health, generating rich data that informs care and lifestyle decisions.
But adoption depends on trust, not just technology. Users and their families need reassurance that these devices enhance life without compromising privacy or autonomy. Messaging that is overly technical, impersonal, or opaque risks scepticism and slow uptake.
Technology is moving into deeply personal, emotional spaces. PHA takes a personal and grounded approach in its communication strategies, understanding the sensitivities, real-world implications, and authenticity needed to truly connect with audiences in a meaningful way. Successful brands will focus on outcomes that matter to people: independence, engagement, and well-being, rather than features alone. In 2026, empathy and transparency in communications will drive adoption as much as innovation itself.
5. Robotics and AI Companions
In a similar vein, robotics and AI-powered companions are moving from labs into real-world, deeply personal environments. Elderly care, assisted living and dementia support are seeing increasing adoption of technology designed to enhance quality of life, from robotic helpers to immersive digital experiences.
The trend is being driven by demographics as much as innovation. Populations are ageing globally, creating rising demand for technology that supports independence, engagement and emotional wellbeing.
But innovation alone will not secure adoption. Families, carers and institutions need reassurance that technology complements human care rather than replacing it. Messaging that feels cold, insensitive or overly technical risks scepticism and slow uptake.
The companies that succeed will communicate empathy and outcomes first, showing how technology improves daily life, emotional connection, and personal autonomy. This requires understanding the values, fears and expectations of end users and the people who support them.
As technology moves closer to people’s lives, PHA partners with health-tech innovators to ensure communications stay closely connected to, and guided by, the values that matter most to their audiences.
6. AI Matures and the Hype Fades
By 2026, AI will be everywhere, and no one will be impressed. Most technology products now include AI features, and consumers have quickly shifted it to a baseline expectation. This means media, customers, and investors are increasingly indifferent to technical claims alone.
Throughout the past two years, PHA has supported various AI-powered product evolutions – whether by innovation or acquisition. Year-on-year, what it takes to make an impact in a world dominated by ‘the magnificent 7’ evolves.
For 2026, what will matter is demonstrating true value. How has AI changed outcomes? Did it improve decisions, efficiency, or experiences? Which real-world problems has it solved, rather than just more automation of existing workflows to gain efficiencies?
This shift forces companies to rethink how they communicate AI. Feature-heavy storytelling will fail. The narrative must focus on tangible benefits, clear results, and relevance to real users. Natalie Peat, Account Director at The PHA Group, says, “AI is no longer experimental or optional. The real challenge now is whether communicating those capabilities delivers real meaning, credibility and value rather than noise.”
AI also introduces subtle risks. Over-reliance can lead to errors, bias, or misrepresentation. Preparing for this means thinking critically about data, outputs, and the way technology is presented to the market. In practice, success in 2026 will favour companies that use AI deliberately and communicate it responsibly, rather than relying on hype.
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The defining tech trends of 2026 all point to the same conclusion: as innovation becomes expected, differentiation comes from how brands communicate, localise and build trust. Success will belong to the companies that treat communications as a strategic growth lever, not a supporting function. That’s where we come in.
At PHA, we help tech brands navigate moments where the story matters as much as the product. Our role is to turn complexity into clarity, ensuring global narratives remain locally relevant and commercially effective through award-winning, earned-first integrated communications.
To help you navigate this evolving landscape, here are some related insights we’ve explored recently:
- Reach Your Audience Without Overwhelming Them with Tech Jargon
- Tech PR Tips: How to Get Noticed
- Five PR Tips for Tech Startups
Looking to translate insights into results? Explore our client work to see how we’ve helped brands navigate complex technology trends, or contact our team of specialists at hello@thephagroup.com to discuss how your business can harness the defining tech trends of 2026.