We gathered a panel of Gen Z media industry experts to discuss their unique perspectives on how brands can thrive in an era when algorithms shape attention, connection, and commerce. The panel shared real world examples, viral campaigns and content organized around three human truths outlined in dentsu’s new Human Truths in the Algorithmic Era | 2026 Media Trends report.
Six media marketing executives made up the live panel.
- Moderator: Sammi Huang, Global Account Manager, iProspect
- Hannah Whilding, Branding Communications Assistant, BMW
- Mariam Khan, Strategy Director, dentsu X
- Eliza Bendall, Paid Media Executive, Reiss
- Teshan Appiah, business Development Executive, dentsu
- Caitlin Vann, Media Coordinator, Coach
Human Truth #1: We are simple until we are complex.
Sammi opened the panel with questions about the importance of simplicity. “Even with AI, smart algorithms, and instant access to information, people still crave experiences that are easy, but not too easy. … It's evident that brands need to find the sweet spot between convenience and a little bit of friction to make experiences enjoyable, memorable, and even a little bit exciting.
How do you decide where to search first? Whether that be Tik Tok, Google, Reddit or Chat GPT now, and what does this mean for brands trying to be discoverable nowadays?”
Eliza responded. “I think none of us are strangers to the fact that search isn't really about winning Google anymore. … I think for brands that are trying to be discoverable, it's … saying ‘how can we show up the most credibly, no matter where our consumers are starting in their journey.’ “
Human Truth #2: We are social animals.
Sammi posed another question. “Humans have always been social creatures, but in 2026, communities both online and offline are shaping how we discover, share, and experience brands. From live content to shared nostalgia to messaging apps, there are huge opportunities for brands that can tap into what really brings people together. So, where do you notice niche communities creating big cultural moments?”
Panelists explained that the nature of your search influences which platform(s) you will choose, and therefore where a brand will want to meet you at that moment. Teshan shared that “when it comes to more creative or opinion-based searches, I definitely lean more towards social platforms.”
In niche communities, a brand’s opportunity and responsibility is to join the conversation – not to own or to lead, but to engage, to add value or a service that transforms the search into a social, almost in-person, connection.
Human Truth #3: We don’t read advertising.
Sammi asked, “Our daily lives are full of endless scrolling, streaming, and AI generated content, which means traditional advertising just doesn't cut through like it used to. … Are there any types of brand content … that actually make you stop scrolling and engage?”
The panelists described real world examples from across the media landscape where brands used humor, feelings and unexpected appearances to make meaningful connections with consumers.
Bonus question for the panelists: If you could keep just one app on your phone, what would it be?
Watch the replay for more insights from our Gen Z experts to help brands drive value and turn uncertainty into opportunity in the Algorithmic Era.
Now in its 16th year, dentsu’s Human Truths in the Algorithmic Era | 2026 Media Trends report explores how brands can thrive in an era when algorithms shape attention, connection, and commerce.
Download the report and contact iProspect to learn how to apply human truths to your brand’s success.
