By R. Larsson, Advertising Week
As businesses look ahead to 2026, certainty remains in short supply — but clarity of intent has never been more critical. Economic volatility, geopolitical tension, rapid advances in AI and rising stakeholder expectations are converging to reshape how organisations operate, compete and communicate. For leaders, the challenge is no longer just navigating disruption, but deciding where to lean in, where to protect, and how to move forward with confidence in an environment defined by constant change.
Across finance, talent, sustainability and brand, the next year will test businesses’ ability to balance speed with judgement and innovation with humanity. AI promises unprecedented gains in efficiency, personalisation and creativity, yet it also threatens to erode distinctiveness and deepen cyber and workforce risks. At the same time, scrutiny around ESG, purpose and culture continues to intensify, pushing organisations to demonstrate tangible progress rather than performative intent.
In this collection of perspectives from agency and consultancy leaders, a clear throughline emerges: the businesses that win in 2026 will be those that use technology to amplify — not replace — human insight, creativity and leadership. Whether through sharper brand strategy, smarter portfolio decisions, meaningful employee engagement or bolder creative judgement, opportunity lies not in predicting the future, but in building organisations resilient enough to shape it.
Vicky Bullen, CEO at Coley Porter Bell
In 2026, businesses will continue to grapple with the rollercoaster of volatility economically and geopolitically. Agile financial planning and robust scenario planning will both be essential to mitigate risks and keep a steady ship.
The immense progress in AI will simultaneously present a huge challenge and opportunity. Businesses will need to integrate this technology while defending themselves against increasingly sophisticated cyber threats. At the same time, AI gives businesses unprecedented avenues for innovation from hyper-personalised customer experiences to accelerating research and development, and creating entirely new products and services.
The rise of AI could exacerbate another challenge that businesses face – that of distinctiveness. The sea of sameness is growing, differentiation is increasingly hard to come by, and AI is likely to level that playing field further. Businesses need to seek the big, bold ideas that will lift them out of anonymity.
Talent will continue to be a challenge. People’s expectations of employers are increasing – doing meaningful work, having the ability to be flexible, and having a clear growth pathway are hygiene factors. And of course, the integration of AI requires reskilling the workforce. But those that get it right with robust employee engagement programmes and doubling down on reskilling will win.
Businesses are under scrutiny from all stakeholders, and they need to demonstrate tangible progress on all things ESG, from climate targets to social equity to data protection. But that is also an opportunity. The businesses that succeed will not see sustainability as a compliance burden, but rather as an engine for innovation, integrating sustainability into core business strategy, product development, and operational processes to drive both environmental good and financial returns.
Despite the challenges that businesses face, I’m optimistic about 2026. In a landscape of economic volatility, rapid technological shifts and intense stakeholder scrutiny, the need for clear, authentic, and differentiated brand messaging has never been greater. Businesses need to leverage the power of brand to help them navigate these challenges. And when things are volatile, they need the best of both worlds – a smaller, agile brand partner with the breadth of resources of a network, which is what we are.
Emma Ellis, President, Interbrand London
To say that 2025 has been dominated with talk about AI would be a gross understatement. Governments, media, and businesses have all been shouting from the rooftops about AI. While this will continue into 2026, the main challenge businesses will be facing is actually about managing rising societal expectations, and the desire for human interaction.
Yes AI will continue to reshape businesses, and it will continue to be used to create hyper-personal marketing, products and much more. But with this conversation being repeated throughout 2025, next year people are actually after something much more personal. As such the role of brand is going to become even more prevalent, as the full opportunity and evolution of tech and AI is unleashed
We’re entering a period where brands can create more meaningful value by placing human insight at the centre of innovation. Technology will give organisations unprecedented ability to personalise experiences, predict emerging needs, and build deeper relationships with customers and employees. Businesses that use these tools to reinforce, rather than replace, the fundamentals of strong leadership, purpose, and culture will unlock substantial competitive advantage.
For Interbrand, as a business with a global viewpoint, I look optimistically at the year ahead. As we have seen at the tail end of 2025, there is likely to be a swathe of M&A activity in 2026 which creates new opportunities for a business like ours.
As organisations grapple with transformation and uncertainty, the role of brand as a strategic driver has never been more important. In the next year, we’re going to take on new opportunities to boldly create the next generation of iconic moves with brand as the driving force. We’re seeing strong demand for work that unites brand, business strategy, and experience design, particularly as leaders look for ways to embed AI responsibly and differentiate in crowded markets.
Polly Hopkins, UK Managing Director and Global Head of Corporate Brand, Elmwood
Economic uncertainty won’t be new to 2026, but we’re going to see it push a number of organisations into making big business shifts.
Strategic consolidation and restructuring will shape the business landscape in 2026. With global M&A surpassing $2 trillion in H1 2025, companies are already aggressively reviewing brand portfolios through the lens of effectiveness. Tariff pressure, supply chain volatility and financial scrutiny are forcing the question: which brands deliver outsized value, and which take up space?
As we’ve seen with Unilever’s ice-cream spin off, businesses will concentrate investment on brands that deliver results, re-shaping portfolios. But, with cultural shifts happening at light speed, brand owners need to be smart — move too quickly and you risk missing out on opportunity. Hold onto brand assets too long, and you risk being forced into fire sales vs. strategic exits.
What that means for brands is that good will no longer be good enough. 2026 will be the year that strategic and creative brilliance go head to head with ‘good enough’ and there will be one clear winner. With AI everywhere, the bar to producing acceptable brand content and assets has never been lower. Anyone can generate a logo, a headline, an explainer video or a campaign concept in seconds. The friction has vanished — and with it, the old markers of effort and craft.
This isn’t the death knell for branding agencies. But it is an inflection point. The real competitive edge won’t be how quickly we can make things, but how precisely we can shape them. Taste, judgement and the ability to choose the right idea — not just generate dozens — become the new creative currency. And that’s what top tier brand consultancies have in spades.
As AI frees us from the drudge work, we will have more space to think, refine, push and elevate – and focus on original thought. And that is not only exciting, but a source of optimism at Elmwood as we look ahead to 2026. Agencies that can curate, guide and lead brands to build more meaningful ideas and memorable experiences will be primed to seize new opportunities. The key? Delivering with humanity in the age of AI and helping brands make real business impact.
Richard Exon, Founder, Joint
Looking toward 2026, UK businesses face a mix of pressures that feel less like bumps in the road and more like a complete re-surfacing. Inflation is still running above 3 % (ONS), labour markets are tight, operating costs are stubbornly high, and AI is moving faster than most of us can say “machine learning.” On top of that, global supply chains are still finding their new rhythm, and stakeholders expect resilience and clarity like never before.
But here’s the thing: within all this noise, opportunity is hiding. The UK is still an extraordinary place for talent, ingenuity, and yes, a little creative mischief. AI might feel disruptive, but it’s also a tool to rethink how we work, connect, and grow. And with new export routes opening, especially in regions pouring money into culture and infrastructure, the savvy will find ways to turn uncertainty into advantage. In short, the winners in 2026 won’t be those trying to predict the future – they’ll be the ones learning faster, pivoting smarter, and staying closer to people than ever before.
From my perspective running an independent creative agency, I’m cautiously optimistic. Our work sits squarely at the intersection of business transformation and human connection – exactly what organisations need when everyone else is looking at spreadsheets. Budgets may tighten, but the appetite for ideas that inspire, build trust, and create moments people actually remember? That’s only growing. Independence lets us move fast, stay culturally tuned, and help leaders show up as something more than functional. In a year of change, creativity isn’t just nice to have – it’s essential.
