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.

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.”

Sean McBride, CCO – Arnold: “Know what really makes an agency go? A core group of people with a common vision who work well together and like each other. That’s it. Find those clusters of people, and you find the best work, the best cultures and the healthiest agencies. As ugly as these last few months have been for so many, maybe, just maybe, this year’s trend is about creating new space for great teams with new teams and huge ambition. In 100 years of the agency business, I can’t think of a single success story that didn’t start there.”

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