The uneasy standoff between the perils and promise of AI is a central theme in our creativity predictions for 2026. Among the dozens of top creative executives who offered their take for this story, many pointed to the tension between infinite AI production and finite consumer attention, between algorithmic efficiency and emotional truth. There is an emerging consensus that a pendulum swing is underway from the overly polished work that characterizes AI output toward texture, honesty, imperfection and other signs of human authorship.
At the same time, others expect great things from AI content in 2026. Perhaps we will see the first great leap forward with an AI campaign this year, now that creatives are exploring more and getting more comfortable with it.
Other themes emerged as well, from brands acting more like entertainment platforms to advertising becoming more of a game of participation than persuasion to keep consumer attention. Craft, taste and point of view are also becoming increasingly prized in a landscape where anyone can make anything look “good.”
Below, we have 100 predictions grouped into eight general themes. Thanks to everyone who offered their thoughts, and here’s to a creatively exciting 2026.
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