The rise of hyper-personalization and communities centered on well-being, the evolution of Search to GEO/AEO and more: the latest trends from Performics expert Maryna Navrotska.
In AIN’s Digital & Tech Trends 2026–2027 report, Maryna Navrotska, Head of Product Marketing at Performics Ukraine, shares her perspective on the developments already transforming the market. From closer collaboration between brands and retailers to hyper-personalization, data-driven communication and the evolution of SEO into Generative Engine Optimization, these trends are setting new rules for digital growth.
In this article, we explore Maryna’s insights and what they could mean for brands preparing for the next era of performance marketing.
Collaboration between brands and retailers
“In my opinion, this is the right direction, since Ukraine’s adjacent commerce market is growing—it grew by 7% in 2025. This type of collaboration creates a win-win situation: brands can communicate with audiences directly on the platform, increasing purchase intent, while retailers gain additional traffic and sales without using their own marketing budgets.”
Hyper-personalization and closed communities
“Most of these communities are formed around mental health and various areas of well-being.”
Blind communication will disappear, while the amount of content will decrease
“Marketing now faces a particularly challenging task: developing a marketing strategy that clearly defines the role of every channel in the ecosystem and tracks its impact on business results. Everything is therefore moving toward performance marketing and data-driven approaches.”
SEO is becoming GEO (Generative Engine Optimization)
“This is probably the most obvious trend, but it cannot go unmentioned. Previously, people traditionally searched for information on Google; now, searches increasingly happen through AI chatbots or Google’s AI-generated results. Already, 37% of consumers begin their searches using artificial intelligence tools rather than Google—and by 2028, this figure will rise to 50%.”