iStock Reveals the Visual Marketing Trends That Will Shape SMB growth in 2026

"SMBs today operate in a landscape where content volume is exploding, but trust is shrinking," said Dr. Rebecca Swift, Senior Vice President of Creative for iStock. "Consumers aren't just scanning visuals, they're scrutinizing them. They want to feel a human touch, a point of view, a sense of truth, and something that feels real. These emerging trends show where audience expectations are heading and help businesses create visuals that feel personal, unexpected, and genuinely relatable. When SMBs understand these shifts, they can cut through the digital noise and build stronger, more meaningful connections with their customers."

Here are iStock's key marketing trends for SMBS in 2026:

• The Risk of Visual 'Sameness'

As generative tools become embedded across everyday marketing, from presentations and emails to websites, pitch decks and social posts, brands are creating more visuals than ever. VisualGPS data shows that 44% of people are using generative AI more often than a year ago, because it is easy to produce fast, polished content. The downside: a lot of content looks and feels the same.

In a sea of look-alike visuals, standing out requires intentional differentiation. VisualGPS image testing revealed that 83% of respondents globally say higher-quality images are more likely to stand out, underscoring the importance of clarity, realism, and craftsmanship - whether content is AI-generated or not.

For SMBs, the opportunity lies in balancing smart use of AI with authenticity. Generative tools can help customize tone, color, composition, while real images add credibility - especially given that 64% of consumers say they prefer "real" images in advertising.