Whisper Briefings, Bots, Humans Rise Up Against AI Workslop – PR and Marketing Predictions in 2026

In our annual predictions blog, WMA associates share their perspectives on fintech PR and marketing trends they expect will shape 2026, from emerging technologies to shifting media dynamics and changing audience expectations.

Prediction: Data-Driven Storytelling will Dominate        

Audiences and journalists alike will increasingly demand proof – not just promises. PR will be powered by data: original benchmarks, trend reports and research that informs and educates. Those who turn proprietary insights into compelling narratives will grab media attention, establish authority and drive meaningful conversations. PR functions will start to feel a lot like in-house research teams, blending storytelling with real evidence. As earned media gets tougher and AI-generated content saturates the landscape, unique data and insights will be key to standing out and remaining top of mind with both media and the industry.

– Maddie Mitcham, Account Agent 

Prediction: Gen Z Remains a Vital Yet Elusive Membership Target for Credit Unions

There's a widening generational gap forming between older and younger credit union members. The average age for a credit union member is 53 years old, with baby boomers comprising the largest share of credit union membership. Heading into 2026, credit unions have a real opportunity to bolster their membership by targeting younger consumer segments, like Millennials and Gen Z. Younger generations are seeking institutions that understand their priorities and offer products and services that fit their often-changing financial behavior.

– Alex Arango, Account Representative

Prediction: Adapting to Generative Search and AEO (from SEO)

More organizations will begin to treat generative search as a primary channel for visibility, which will push PR and marketing teams to expand their approach to traditional SEO and invest in Answer Engine Optimization (AEO). As AI platforms deliver more synthesized responses instead of long lists of links, those that make their content easy for AI systems to interpret will gain greater discoverability. This change in search behavior rewards clarity, depth and credibility more than keyword tactics, and it will reshape how fintech stories are discovered.

– Augusta Bauknight, Senior Account Agent

Prediction: Crisis Communications Planning Will Need to Account for AI Bots       

AI-driven bots can make a minor issue appear to be larger than it is and create an online furor until real people pick it up and amplify it. This was made clear this past year when it was determined that half of the online comments calling for a boycott of Cracker Barrel were fake and generated by AI-driven bots. As PR strategists, we will need to adapt our crisis plans to address online chatter that is not authentic but can still cause real-world damage.

– David Jones, EVP

Prediction: AI Clutter Drives Demand for Bold Voices and Personal Insights             

The volume of AI workslop infiltrating our content is threatening. Harvard Business Review defines this as AI generated work content that masquerades as good work, but lacks the substance to meaningfully advance a given task. Platforms are available to suggest press release topics, write releases, build responses to competitive issues, follow up to email pitches, and draft social posts. Let’s set aside the issues with misinformation and miscalculations. Even with correct data, these autogenerated communications lack originality and ingenuity. And at what point does this flood of subpar information drown out our meaningful and important voices?

It is more important than ever to build strong ambassadors that have a clear, articulate and thought-provoking perspectives. People will look towards these leaders as a source of unfiltered truth and original thought. Its authenticity, deep thinking, and bold content will build trusted relationships and stand out in an increasingly crowded space.

– Heather Sugg, EVP

Prediction: Whisper Briefings: A New PR Tactic

Whisper briefings are going to take off in 2026 as PR professionals try to keep pace with nonstop news cycles and shrinking newsrooms. Giving a small group of trusted journalists an early heads-up gives them time to actually report, add context, and build the story rather than just react to it on deadline. This year will be less about blasting a press release everywhere and more about real relationships and shaping/ guiding the narrative.

– Sabina Andrei, Senior Account Director       

Prediction: Desire for "People First" Marketing Strategies

When every inbox, ad feed, and social media post feels touched by a machine, people stop wanting perfection and they start craving presence. In 2026, I’m expecting consumers to shift towards prioritizing authentic connections over hyper-personalized insights. AI and its’ use cases will continue to evolve, but marketers are going to have to be very selective about how AI is used in their campaigns. If you can blend the two – that’s even better, but we can’t lose out on the human touch.

– Anna Kate Mahaney, Marketing Manager

Prediction: Video will Continue to Hold Sway on Socials

Short-form, and not-so-short-form, video has been remarkably successful on LinkedIn, even for B2B communicators. Finance audiences have vanishingly little time to do industry research every day, and video allows them to take in lots of information in relatively little time. Thus, we see that the three- to five-minute-long duration performs best. With tactful and judicious use of AI, communicators in the fintech space can effectively leverage video in 2026.

– Patrick Guilshan, Account Representative

Prediction: Human Voices Will Stand Out

In a time when AI-generated content is flooding our inboxes, those who maintain their human voices and original opinions will stand out in the noise. While AI is a fantastic tool for certain types of writing and content creation, it's critical to find a careful balance of leveraging AI for efficiencies versus letting unique perspectives and experiences shine through. This year, those who strike this balance well, leading with the human where it counts, will create a competitive advantage.

– Amber Bush, Group Director

Prediction: Engagement is Redefined Beyond Clicks and Views

Bold, but a small and growing movement of B2B communicators will push back on the idea that ROI is based on clicks and views of social media posts. They will upset the more left-brain leadership by declaring creativity and nuanced communications will have a greater impact to achieving the desired reputation and results everyone is seeking. Understanding the issues and how to position companies and services will become the gold-standard.

– Scott Mills, President

Prediction: Positive Growth for the Mortgage Industry

It's taken a while to get to this point, but I'm optimistic about the residential mortgage market in 2026. We are seeing a steady (yet, measured) decline in interest rates as well as an increase in available inventory in many U.S. markets. Additionally, over the past few years, the industry has made great strides in the development and use of expanded consumer data sets to include alternative and trended data which should expand the availability of credit to more consumers; as well as the introduction of more modern AI-enabled technologies to significantly streamline the loan application and origination process for loan officers and borrowers alike.

– Blair Logan, EVP       

Prediction: The AI Pendulum will Swing Back to Prioritize Creative Content Creation        

Much remains unknown about AI’s long-term impact, but one thing is clear: it has become impossible to ignore. AI-generated writing, art, video, and other forms of multimedia are rapidly entering the mainstream. People are beginning to recognize that AI-produced content often carries a familiar tone or visual signature. As more content starts to look and feel the same, audiences will increasingly crave originality and genuine creativity. That’s where we come in. Our role is to ensure our clients stand apart as true industry leaders offering fresh thinking, distinct voices, and perspectives that can’t be replicated by a prompt.

– Kendall Carwile, Account Agent        

Prediction: AI Doesn't Build Credibility, People Do

In 2026, engagement will shift away from overly polished, AI-generated content and toward authentic stories and real human interactions. While AI has unlocked impressive new capabilities, audiences are becoming increasingly adept at recognizing when content feels manufactured or impersonal. The brands and leaders that stand out will be those that strike the right balance by using AI to enhance efficiency without replacing genuine voice, lived experience and purposeful messaging. Transparency, personality and human perspective will become critical differentiators in a crowded, AI-saturated content landscape.

– Frankie Keck, Account Representative          

As we gear up for the year ahead, keeping pace with emerging fintech trends is more important than ever. Interested in sharing your predictions? Book 30 minutes with Scott Mills here.