Trust will define KBB marketing in 2026 – Claire Gamble on navigating the age of AI

Credible marketing is going to be key for your business in the coming year, says Claire Gamble, MD of specialist construction and home interiors PR agency Unhooked Communications.

For kitchen, bedroom and bathroom brands, 2026 will be the year when trust becomes the defining competitive edge. Whether you’re a retailer, designer or supplier, your reputation will increasingly depend on how credible, engaging and consistent your marketing is. As AI search transforms how homeowners discover products and inspiration – and as audiences weigh up price, style, functionality and sustainability – the KBB industry is entering a new communications era. Amid constant digital noise, economic uncertainty and shifting consumer expectations, the brands that build authority, earn trust and maintain a visible digital presence will be the ones that stand out.

• The new rules of discovery
AI-powered search and recommendation tools are quickly changing how people research kitchens, appliances, fittings and design trends. Rather than typing a few keywords into search engines, users are increasingly asking conversational questions to compare options, check reviews and find inspiration more quickly.

In our Homes Unhooked report, 4% of consumers said they would use AI tools such as ChatGPT to find information about home appliances. Even when people aren’t using standalone AI platforms, they may well be served AI-generated insights. Semrush data shows that 13.14% of all Google searches in March 2025 triggered an AI Overview – up from 6.49% in January – showing how rapidly AI is reshaping discovery.

Studies from Semrush reveal that Large Language Models (LLMs) like ChatGPT most often cite brand websites, social media (particularly LinkedIn), online forums like Reddit and Quora, review platforms, and credible media outlets. For KBB businesses, this means ensuring genuine expertise is visible across multiple credible channels, through strong website content, editorial coverage, case studies, reviews and social proof.

• Stand out with credibility and authenticity
As marketing and technology evolves at speed, new challenges are emerging – particularly for the media. With growing demand for earned coverage and authoritative backlinks, some brands and agencies have resorted to questionable tactics. Journalists are reporting a rise in fake spokespeople, fabricated case studies and AI-generated 'content slop' created to manipulate algorithms rather than inform readers.

This wave of low-quality material risks eroding trust between brands, media and audiences. Authenticity has therefore become more valuable than ever. Brands that demonstrate real expertise, showcase genuine projects and contribute thoughtful insights will rise above the noise, earning credibility with both customers and search engines.

• How the buying journey is changing
Our recent Homes Unhooked report showed that 61% of consumers research home and garden products online before purchasing, while the same share still want to see products in person before committing. People now move seamlessly between digital and physical touchpoints, meaning marketing strategies need to consider multiple channels.

Half of consumers rely on reviews, case studies and testimonials when deciding what to buy, and 36% want to speak to industry specialists, such as designers or retailers. Recommendations and reputation remain the top reasons people choose a retailer or supplier, followed closely by being able to see and feel products, a wide range and demonstrated expertise.

• Engaging with influencers
Influencer marketing within the KBB market is also maturing. The most effective collaborations now happen with credible voices – designers, installers, DIYers or homeowners – who have hands-on experience and genuine enthusiasm for the brands they showcase. With social media flooded with promotional content, audiences are increasingly selective. The focus is shifting from polished, product-heavy posts to authentic content that demonstrates how products look, feel and perform in real spaces.

For brands, this means building longer-term partnerships based on shared values and creativity. The best influencer campaigns now blend education with inspiration, such as tutorials from installers, behind-the-scenes looks at product development, or honest reviews.

There is also a great opportunity for KBB businesses to use their influencers and content creators as voices for their brand on other channels too, such as in the media, at events or on their website. Doing so has the benefit of adding different expertise and insights in a non-promotional way to your comms and content.

• Maximising exhibitions and events
The KBB market has a busy calendar of trade exhibitions and consumer events that help brands connect with suppliers, partners and end users. But with the UK exhibition industry worth around £11.5 billion and more than 1,100 events held each year, competition for attention is high. Exhibiting demands significant investment, so success depends on using PR and marketing strategically to extend value beyond the event itself.

The most successful brands treat events as integrated campaigns rather than isolated appearances. They build anticipation through pre-event publicity, secure media interviews, brief spokespeople, and plan social, video and thought leadership content to capture at the show. After the event, they sustain momentum by sharing highlights, insights and coverage across key channels. A clear communications plan that covers before, during and after each event will help KBB brands maximise awareness, strengthen credibility and turn short-term exposure into long-term opportunities.

• Sustainable communications
For KBB brands looking to strengthen B2B relationships and sales, sustainability needs to be woven into your communications strategy. The Procurement Act means businesses need to demonstrate their social, economic and environmental impact to stand out in tenders. From a consumer point of view, sustainability is also becoming more influential. Although price and quality remain the leading factors when deciding what to purchase, many people still check the environmental credentials of products before buying. According to our Homes Unhooked, 63% of consumers assess the sustainability of appliances, and 53% check building materials.

The most common sources for this information are brand websites (35%), social media (20%), packaging (16%) and news stories (16%). KBB brands that communicate specific, evidence-based achievements – from recycled material percentages and lifecycle assessments to energy efficiency metrics – will earn trust. Transparency and honesty, even about ongoing challenges, carry far more weight than vague, inaccurate or overinflated claims.

• Insight-led storytelling
The most forward-thinking KBB businesses are using data and audience insight to shape their marketing strategies. Analysing which topics and stories perform best across trade and consumer channels allows them to refine messaging and prove impact. From tracking website traffic and engagement to measuring media reach and sentiment, data is becoming central to decision-making.

By monitoring performance and audience response, brands can see what resonates – whether it’s a sustainability story, a technical innovation or expert commentary. On top of that, many businesses have a lot of data that, in itself, can become newsworthy, for example, product trends based on sales information. Data can help to inform campaign ideas that will engage, inspire and convert, as well as help measure results and impact.

• Building trust for long-term success
As the media and technology landscape continues to change, and audience behaviours and expectations evolve, KBB brands must future-proof their communications by combining creativity with data, and authenticity with authority. Success in 2026 will come from consistent, evidence-based communications that demonstrates expertise and credibility. Ultimately, trust will create the strong foundations on which reputation, relationships and growth are built.

Unhooked Communications is a specialist construction PR agency that works with businesses across the supply chain, from architects and designers through to manufacturers, suppliers and retailers.