In an era where AI can make or break brand presence, these are the key themes to know

By Dennis Kirschner, CMO and co-founder at ShowHeroes Group

It was another seismic year in digital advertising, with the relentless force of AI creating a new wave of opportunity and risk. Moving into 2026, savvy operators will make the most of emerging trends such as chat-enabled ads to interact with consumers on a whole new – and more personal – scale.

Yet, useful as AI is when it comes to contextual targeting, or post-campaign analysis, there are pitfalls to be wary of. As AI-generated content surges, the walled gardens carry more risk than they used to; while the open web brings newfound clout by contrast. And all these complexities mean consolidation is a core theme, too. With so many balls spinning, agencies are seeking a smaller number of specialist partners, for a supply chain that’s clean and lean.

Here are five leading trends the industry is talking about, as we embark on a bold new year:

The rise of conversational commerce

From Sephora’s reservation assistant to fashion brand Mango’s digital stylist and Walmart’s soon-to-be-monetised shopping agent, advances in AI are changing how we shop. 2026 will see a huge leap forward in ad formats that service the crossover to chat-enabled experiences. The aim is to provide space for direct, meaningful consumer interactions in multichannel settings, using tools such as voice commands on CTV to make the user journey smoother than ever.

This shift to personalised, human-like shopping experiences carries major rewards. Being able to chat directly with consumers gives brands the capacity to convert passive viewing into moments of live interactivity – and understand customers better with each new moment of engagement. Equally, consumers can benefit from rapid, customised product info that feels personal; like speaking to an in-store assistant, only faster. It’s a scalable, innovative strategy that we’ll see far more of in the year ahead.

AI efficiencies: an unstoppable growth

We can expect the media space to be further dominated by AI (including agentic solutions) this year – as agencies rush to capitalise on time-saving tech. LLMs are a particular superpower when it comes to campaign planning; for example, by transforming briefs into targeting models, using keyword collections and other data signals. They’re also key to evolving post-campaign intelligence, with faster, more accurate audience insights providing the basis for optimal feedback loops.

Finally, AI can be a boon for creativity in digital media, too, by rapidly implementing designer ideas. The overarching direction will still be led by human creatives, however; especially when it comes to nuances such as cultural understanding. As Sam Altman recently said, AI should give people “new [and] much better jobs” – by removing inefficient grind.

Power of contextual on the open web

For all its benefits, AI comes with a sting in its tail – not least due to the proliferation of “AI slop” and deepfake scams. The challenge for digital planners in 2026 is to find a balance between AI-driven personalisation and brand integrity. Contextual targeting has a starring role to play here, because it enables the best of AI-powered advertising while protecting both user privacy and brand safety.

AI is the fuel that helps contextual engines identify the most relevant contextual environments for any given campaign. Its capacity to digest millions of semantic signals – and optimise these via attention metrics – is best applied on the open web. This creates scope for rich moments of alignment, without call for personal data. And it also connects advertisers to high-quality inventory: independent editorial content that has been created by experienced journalists, and that avoids any of the brand dangers inherent in UGC-led platforms.

Walled garden wariness

Moving into 2026, advertisers are hyper-aware of brand safety and transparency – in a concern shaped by the sheer pace of AI content emerging on Instagram and similar platforms. Walled gardens will still have a place in future media planning. But, in a world of fakes and manipulated content, overexposure comes at a cost – and we’re increasingly attuned to the payoff.

The counterpart to this picture is provided by traditional journalism on the open web. Alert to the dangers posed to brand value and narrative, I’m predicting that more buyers will lean in this direction in 2026. The best, most successful media spend will be split between walled gardens and independent media. Because it’s only in walking this line that brands can reap the riches of AI and contextual targeting, without exposing themselves to undue risk.

The great de-clutter

Omnicom’s recent acquisition of IPG was the headline event for the wider consolidation we’re seeing in marketing – a trend that will continue over the coming year. What’s behind the shake-up? Agencies are looking to centralise and reduce their partnerships, in support of a leaner, more streamlined supply chain. In a consolidating climate, innovative players with a truly global presence will thrive, helping agencies and brands to reduce the need for multiple national partners.

In this fresh landscape, innovative and transparent partnerships will take precedence over myriad suppliers doing similar things. The consolidation theme is about finding trusted vendors with the expertise to build lasting, cost-efficient solutions that withstand scrutiny and deliver results in the current media outlook. It’s also part of a wider shift to a joint product roadmap, whereby every partner pulls their weight and collaborates to ensure peak performance for clients.