Analytics firm WARC has published the GEISTE 2027 report on global trends that will shape business and marketing in 2027. The study covers six areas: government, economy, industry, society, technology and the environment.
In the report's summary, WARC highlights four storylines: growing risks from advanced AI models, cognitive surrender (when people stop checking algorithmic recommendations), media budgets flowing into the clip economy, and interest in alternative investments. On AI, the concern is that models could speed up cyberattacks while defense systems struggle to keep up.
Local marketing outlet Ukrainian data on how these trends look in Ukraine, citing third-party research. A March 2026 survey by Active Group (1,000 adults) found that 47.9% of Ukrainians rate AI's impact on society positively and 23.3% negatively. Anxiety and fear were named by 24.8%, distrust or skepticism by 24.6%.
A March 2026 study by Gradus found that 85% of respondents use AI constantly or from time to time, while only 6% use paid services. According to Visa, 77% of Ukrainian respondents have used AI as a shopping assistant, but only 10% are ready to let it make payments on their own.
On short video, Kantar Ukraine reports that 87% of Ukrainians aged 18 to 55 watch Reels and Shorts, and nearly half do so daily. Younger users favor TikTok, YouTube Shorts is stronger among men, and Facebook Reels draws the 41 to 55 age group.
For media buyers, the takeaway is practical: audiences differ noticeably across platforms in short video, and willingness to use AI does not mean willingness to hand it payments and decisions. The full WARC report is available on the report page.
