Predictions and Expectations for Advertising Week New York 2026

By R. Larsson, Advertising Week

Advertising Week New York returns to Manhattan next week, and we are buzzing with anticipation as the industry prepares a week of debate, ideas and big conversations around what comes next.

From AI and the future of creativity to the creator economy, shifting consumer expectations, new approaches to media and the growing battle for attention, this years agenda reflects an industry grappling to navigate industry change.

Ahead of AWNY 2026, we spoke to industry leaders about what they expect to dominate the conversation, how it would have shifted from last year, and what they will be watching closely throughout the week.

Melissa Levy, President, Sparks:

The more technology changes how we connect, the more valuable it becomes to connect in person. As we head into Advertising Week New York, I predict we’ll see a renewed focus on the power of people coming together in real life.

Our industry has spent the year obsessing over AI and content at scale, but what I’m seeing with our clients at Sparks tells a different story. People are tired of anything that feels staged or salesy. They’re craving connection that feels unscripted and real, and that’s where actual trust gets built.

Advertising Week New York itself is a perfect example. In an industry that spends so much time thinking about digital connection, AI and what comes next, there is inordinate value in thousands of people coming together to share ideas, challenge each other and build relationships.

For brands, the lasting lesson should be to use technology to enhance – not replace – those moments. Brands should look to create experiences that capture attention, while also building connection, trust and lasting relationships.

Justin Fines, Executive Creative Director at Elmwood Brand Consultancy

The most impactful brand work this year hasn’t been the boldest, category-breaking or aesthetically challenging. It has been the most thoughtful and often subtle shifts (but with big structural implications) that has come to the fore as truly valuable branding. I think that this is a sign of the weariness designers have with constantly having to reinvent a brand visually in order to ‘succeed’. With AI flooding the space with suspect imagery, the urge to be more strategic and meaningful is what really breaks through. No more should we be marching on with the arms race of flavor-of-the month-creativity. We should celebrate the work that creates the most compelling shifts, regardless of style.

Alex Underwood, Managing Director, North America, Teads,

Advertising Week New York is always a brilliant place to hear a snapshot as to where the US advertising market is heading. I expect that this year, the focus will be much greater on turning innovation into real commercial value.

Adopting AI is no longer good enough, and it no longer acts as a differentiator. As an industry, we need to be asking ourselves how these new capabilities can help us make better decisions, work more effectively and drive growth. I have no doubt that AI will be a huge part of this conversation, but I believe that we will hear less about experimentation for experimentation’s sake, and more about the genuine improvements it can provide for the advertising industry.

It will be interesting to see how the industry responds to a media landscape that continues to increasingly evolve. As well as how brands and agencies will simplify this complexity to focus on what ultimately matters; delivering the best advertising has to offer and the strongest outcomes for businesses.

Nancy Villanueva García, Managing Partner, Americas at Interbrand

Every year, Advertising Week provides a good read on what’s really occupying marketers’ minds. This year, I think the conversation will be less about the next new thing and much more about what is actually driving impact.

AI will of course be everywhere, taking charge of the big stages. But the conversation has moved on. The more interesting question is no longer simply what can AI do, but whether it is helping us build stronger brands, create deeper relationships with customers and, ultimately, deliver better business results.

Growth will also be front and center, particularly given the pressure so many businesses are under to deliver results. That makes the fundamentals of brand even more important. Brands are having to think harder about what creates real preference. What makes people choose you, stay with you and, in some cases, pay more for you.

And perhaps the biggest challenge of all: attention. Probably one of the hardest things to earn right now. The brands that break through aren’t necessarily the loudest; they’re the ones with something real to say, with a look you can’t forget, and offering something meaningful to contribute to culture. That’s what turns heads, and more importantly, keeps people coming back for more.