5 trends we think will matter on the web in 2026

1. Even more AI in search results

SEO isn’t dying but it’s changing fast. Google’s new AI implementation means less organic search clicks and more “zero-click” moments. What is a zero click you ask? Google’s AI overview defines it as: “A search result that provides the answer or relevant information directly on the search results page, so the user doesn't have to click through to a website. “

This can be problematic. If users find their answers on the Google search page, they don’t need to click through to your website and provide a way for you to capture them as a customer or serve them ads.

Recommend to continue doing what you are doing and double down on human oriented content, structure it well for machines. Use clear headings, FAQs and schema to get your answers indexed and served in the latest LLM models.

2. Less human web interactions

Bots are answering more questions, and half the time we don’t even notice (or me atleast). Expect more AI in support, sales, and marketing. With all that happening, it’s time to use these tools inside your own business.

This doesn’t mean replacing your team with AI. It means letting your team use AI to serve customers better. You can train it on your own data and still keep your IP safe. Imagine your team finding vetted answers and examples in seconds, exactly what they’re looking for.

It’s a little scary, but it’s time to embrace the shift. I recommend a hybrid approach, let AI handle the repetitive stuff and route the real issues to humans. We’ve all seen companies over-automate and then walk it back. It’s all about balance.

3. Short videos everywhere

30-45 second TikTok style clips are spreading beyond just social. Product pages, blogs, and help centers are all becoming video oriented. This won’t be limited to e-commerce. Expect to see:

People learn visually and fast. Short, honest clips are easier to absorb than long blocks of text. They reduce uncertainty, build trust, and give context you can’t capture in a paragraph. Especially when captions make them skimmable.

4. Designing for foldable phones

Foldables are going mainstream (and yes, Apple rumors are loud). Whether you buy a foldable or not, your users might. So plan for users going from phone to tablet and back to phone.

This can be problematic. If users find their answers on the Google search page, they don’t need to click through to your website and provide a way for you to capture them as a customer or serve them ads.

Think of it as the expandable table. Need more space, viola! Closed = quick, one-hand scrolling. Open = mini-tablet for comparing, reading, or multitasking. The goal is a unified experience. When the screen changes shape, the experience shouldn’t be interrupted or feel lost.

5. Less Passwords? Hopefully

We won’t kill passwords overnight, but 2026 feels like the year most of us stop needing them. Passkeys = one-tap sign-in that’s safer and faster. Fewer resets, fewer “what was my password again?”, more people actually logging in.

• Do next: Offer passkeys at signup and next login; keep passwords as backup.
• Do next: Make recovery simple (email or SMS) so support doesn’t drown.

Examples of successful pass-key implementations:

Next steps

Let’s keep this simple: pick two ideas that fit your business and customers, and take the time to build them out. These trends aim to make the web better. Innovation never stops, and neither should we.

Ready to implement the right two?

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