In the opening days of 2026, a consensus emerges among advertising executives: artificial intelligence has shed its experimental phase to become the core machinery powering brand strategies. Drawing from predictions by 100 industry leaders, the field anticipates profound changes in creation, targeting, and transactions, particularly in consumer packaged goods and quick-service restaurants. This shift, detailed in Ad Age, positions AI not as a novelty but as an indispensable force reshaping operations.

Executives foresee AI enabling hyper-personalized campaigns at scale, with tools automating media buys and content generation. In connected TV realms, AI-driven contextual targeting surges, as noted in separate forecasts from Ad Age. Agency models evolve too, transitioning from pure creative shops to tech-integrated vendors, according to recent analyses.

Posts on X from Ad Age highlight emerging tech trends brands must track, underscoring urgency in adaptation.

AI Agents Reshape Media Planning

Agentic AI, capable of autonomous decision-making, promises to overhaul media planning. Experts predict fully agentic systems handling end-to-end buys by mid-year, optimizing in real time across platforms. ‘Voice AI-powered contextual targeting’ will dominate search and discovery, per Ad Age insights. This extends to predictive analytics fueling precise campaigns, as reported by WebProNews.

At CES 2026, agency AI tools took center stage, with discussions on commerce media networks and sports marketing integrations, covered by Ad Age. Leaders from Publicis, Omnicom, and WPP unveiled operating systems blending generative AI with agentic tech, transforming client partnerships into data-driven collaborations, detailed in Ad Age.

Creativity’s Human-AI Fusion

Creativity leaders forecast eight key themes, from AI-generated worlds to immersive real-life experiences. ‘Industry leaders forecast how creativity, culture and craft will evolve,’ states Ad Age. Human oversight remains vital, ensuring emotional resonance amid automation.

Gen Z’s nostalgia for 2016-era vibes influences tactics, prompting brands to blend retro aesthetics with AI precision, as explored in Ad Age. This polarity—AI efficiency versus authentic connection—defines the year, echoing Marketing Dive‘s view of an eroding middle ground.

Recent X discussions amplify these tensions, with Ad Age posts noting AI’s role in top activations and agency evolutions.

Agency Models Under Pressure

Traditional agencies face reinvention as holding companies build proprietary AI platforms. Publicis and rivals now offer ‘operating systems for brands,’ shifting revenue from fees to tech subscriptions, per Ad Age. Smaller shops risk obsolescence without similar investments.

Predictions indicate CMO roles transforming, with AI agents controlling traffic and creators capturing ad dollars. ‘Who controls advertising in 2026,’ questions Ad Age, pointing to decentralized power structures.

Quad’s outlook adds depth, predicting 27 shifts including AI discovery paired with human bonds, from Quad.

Data and Privacy Imperatives

Data fuels AI’s ascent, but privacy regulations demand compliant strategies. Leaders emphasize first-party data troves for ethical targeting. McKinsey’s 2025 AI survey, extending into 2026 trends, reveals value from innovation, via McKinsey.

CTV and creators rise, with AI optimizing spends. Ad Age’s 100 leaders spotlight these vectors, forecasting brand strategy pivots toward agility.

Emerging tech like nostalgia marketing gains traction, as Ad Age notes on X: ‘Why 2026 is the new 2016.’

Broader Industry Transformations

Marketing Dive captures contraction amid AI polarity, with mixed executive sentiments. CES spotlights agentic AI in retail, per Ad Age. Brands prioritizing AI literacy will thrive.

WebProNews details conversion boosts from voice search and personalization. X chatter from Ad Age reinforces hype versus reality in tech-retail outlooks.

Stakeholders prepare for a year where AI integrates seamlessly, demanding strategic foresight from all quarters.