100 ad leaders predict 2026 marketing trends—what’s next for AI, agencies, creativity, media and more

100 ad leaders predict 2026 marketing trends—what’s next for AI, agencies, creativity, media and more

By Lindsay Rittenhouse

This story is part of Ad Age’s 2026 Business Forecast, showcasing industry outlooks, predictions and trends to watch as the year unfolds.

’Tis the season for Ad Age’s annual roundup of industry predictions.

“Predictions are a notoriously tricky business, especially in the current environment: inevitably you end up predicting some things that look obvious in hindsight, and others that look a bit outlandish,” said IAB CEO David Cohen.

One hundred advertising and marketing leaders took a stab at the assignment and shared what they believe will be the biggest industry shifts and evolutions in 2026.

Beyond expected technological advances, these leaders describe a fundamental rewriting of the industry’s operating manual. Some predict the end of the billable hour and the traditional search bar, replaced by outcomes-based compensation and AI agents that act as gatekeepers to consumers. Others see a continued expansion of the creator economy, with influencers demanding equity rather than fees. Across predictions, the infrastructure of marketing is being dismantled and rebuilt around specialized craft and verified outcomes over scale.

While no one holds a crystal ball, these predictions offer a preview of what likely lies ahead and provide practical guidance for preparing for 2026. Topics range from AI’s impact on marketing data and creative production to changes in agency models, media, creators, experiential marketing, and brand strategy.

How AI will reshape marketing data, targeting and measurement

Executives predict AI will move from a visible tool to an invisible engine embedded across marketing operations. The emphasis will shift toward synthetic data, unified technology systems, and creative diagnostics that explain why work resonates rather than simply how far it travels.

AI will increasingly power campaign creation, optimization, negotiation, personalization, analytics, and measurement. As data becomes easier to generate, the challenge will move from collection to interpretation. Brands that connect AI across the full value chain and tie insights to outcomes will gain an advantage.

How AI agents will change search, discovery and brand visibility

The traditional search bar is being replaced by AI agents and large language models. Brands will need to optimize for answer engines and generative engines, treating AI models as a primary audience that determines visibility.

As AI agents increasingly make decisions on behalf of consumers, brands must learn how to influence machines as well as humans. Presence inside AI-generated responses will become a defining factor in how brands are understood, trusted, and selected.

How generative AI will change creative production in 2026

Creative production pipelines are accelerating as AI enables real-time iteration and personalization at scale. Leaders caution that speed must be balanced with distinctiveness, as over-reliance on models trained on past work risks producing sameness.

AI will unify creative development, design, production, distribution, and measurement. The competitive advantage will come from using data not just for analytics, but to shape ideas themselves, combining AI capability with human judgment to guide creative direction.

Why authenticity and human creativity will matter more

As AI saturates the market with synthetic content, authenticity and human-made work will become premium differentiators. Leaders predict a split between machine-driven efficiency and human-led creativity, with emotional resonance and cultural truth becoming increasingly valuable.

Audiences are already resisting AI-generated media, and brands that lean into originality, craft, and human insight will stand out. Human judgment, curiosity, and creativity will become the defining competitive edge.

How agency business models and pitching will change

The traditional billable hour and complex pitch processes are becoming obsolete. Agencies will increasingly operate on project-based and outcome-based pricing, with smaller, senior-led teams gaining favor.

As AI supplements strategy and execution, bloated hierarchies will become liabilities. Clients will prioritize speed, transparency, and direct access to talent. Agencies that move upstream as business partners will thrive, while others risk being replaced by automation or in-house capabilities.

How connected TV and streaming ads will evolve

Connected TV is maturing into a performance-driven channel. Sports will continue to anchor scale, while AI-driven measurement, interoperability, and interactive commerce reshape the ecosystem.

Local sports and news are expected to gain importance as brands seek community connection and measurable outcomes. Agents will increasingly handle selling and optimization tasks, with humans retaining oversight of strategic decisions.

Digital media and ad tech shifts shaping 2026

Quality will overtake scale as the primary metric in programmatic advertising. Attention will no longer function as a universal KPI, with marketers demanding category-specific measures tied to outcomes.

Publishers will evolve into data-as-a-service businesses as AI-driven search reduces traditional traffic. Supply-chain efficiency, privacy-compliant data collaboration, and curated inventory will define success.

How the creator economy and influencer marketing will evolve

Creators are becoming full-fledged businesses, seeking equity, ownership, and strategic roles rather than one-off deals. Livestreaming will serve as a major trust signal, and creator-led commerce will fill gaps left by traditional agencies.

Brands will treat creators as extensions of internal teams, relying on cultural fluency, speed, and authenticity. Depth of engagement will outperform scale, and creators will increasingly operate as partners, operators, and media companies.

Why experiential marketing and brand communities will grow

As digital channels become saturated, brands will invest more in real-world experiences and community-building. Success will be defined by participatory moments and long-term narrative worlds rather than isolated campaigns.

Experiential marketing will blend physical and digital elements, emphasizing presence, immersion, and emotional connection. Micro-communities that offer genuine value will rise, while others fade.

How brand strategy will shift across culture and generations

Brands will operate more like dynamic systems, constantly updating and evolving. Leaders predict more unfiltered brand stances, increased investment in diverse media, and tailored strategies for Gen Z, Gen Alpha, and emerging consumer segments.

Trust, authenticity, and cultural relevance will be critical. Brands that embed purpose into operations, media, and community engagement rather than campaigns alone will gain credibility and long-term advantage.

Source: Ad Age, “100 ad leaders predict 2026 marketing trends—what’s next for AI, agencies, creativity, media and more”