There is a hot debate underway over whether or not we're in an AI bubble. Rather than add to the noise about hype or chase speculation, I would like to focus my predictions on the areas where I believe AI will create real value for brands in 2026 - especially in my domain, visual media for websites and digital channels.
Websites have of course evolved into dynamic, personalized, media-heavy, multi-device, globally distributed experiences. Online channels, including social media, have proliferated and become much more sophisticated. Along the way, brands have already leaned on automation and established AI to handle the high-volume, repetitive visual-media tasks and workflow demands that come with that evolution. And they will continue to do so in 2026.
Prediction 1: AI will be trusted and used for more visual media use cases
For example, using GenAI to transform images and videos at scale is already a really effective, proven use case. However where consumers need to feel emotionally connected to the imagery, it's essential that humans stay in the loop.
I predict these technologies will keep improving and we'll reach a point where many of the use cases that aren't "good enough" today will become so. In 2026 we'll start seeing more and more campaigns, photo shoots, and creative projects that are done with the help of AI and some level of human oversight.
I expect few brands will produce fully AI-generated visuals, except for in very low-stakes situations. The big brands will need to be especially careful. They'll have to be explicit that something was created with AI when they use it. So it's not that they won't use AI, they'll just make it clear that it is AI, instead of trying to hide it.
Smaller brands, on the other hand, are more likely to just use AI, and take more risks. I think we'll see this across images, across video, and in increasingly complex contexts.
In terms of AI handling visual media, not just in creation or manipulation, we'll continue to see more and more interactions and workflows becoming AI-driven. Whether it's in digital asset management, content moderation, curation, or media understanding, more and more of those tasks will be done by AI systems, with varying levels of supervision.
Prediction 2: C2PA and provenance tools will bring transparency back
As always, it's not all gold that shines. AI as a source of misinformation is going to get worse next year. The same trend we're already seeing today will continue. Hopefully, these developments will be a wake-up call for digital content publishers that have a reputation to protect. That's why I predict that standards like C2PA and other provenance tools, which are key to building trust in the authenticity of images and videos, will matter more than ever in 2026. They bring transparency back and give audiences and publishers a clear way to show that visual content hasn't been tampered with.
Prediction 3: Hyper-personalization will be defined by human behavior and preferences
Hyper-personalization is something brands have been trying to figure out for a very long time. It's a very hard problem. The main blocker for true hyper-personalization isn't really the capabilities of AI, but human behavior. With hyper-personalization, you're creating an experience on the fly, without anyone having reviewed it in advance, that the receiver is experiencing for the first time. That's a risk, and marketers will still struggle with that.
I predict in 2026 we'll start seeing early iterations of real hyper-personalization, but not the full vision yet. For now we can expect to see people doing the kind of dynamic personalization we do today with text, but with images.
So, what we might see first are the next generation of "put your logo on a t-shirt" kind of personalization, rather than fully different experiences for different people. That's a much more complex challenge, and I don't think we're ready for it yet. Not just in terms of AI, but also in terms of defining what counts as a good or acceptable "experience specification."
Prediction 4: Consumers will increasingly embrace gamified visual experiences
The more interesting developments will be around complex experiences, where consumers know they're in a generated experience, but it's one that they want and have some control over. So not something subtle like "I'm browsing a website, I see a model, and the model is changed slightly for me," or a Facebook ad that's tailored by demographic, but rather things closer to interactive or game-like experiences.
Virtual try-on is a good example of that type of experience. You know you didn't actually try on the clothes, you know it's generated, but you still want to engage with it. And we're reaching a point where these can become much more complex. Maybe it's not just you wearing the clothes, but also walking around in them. Or maybe your favorite celebrity is shown wearing the outfit you're considering. Or maybe your entire shopping cart becomes an immersive, personalized experience.
You can imagine the next generation of AR-based shopping, where you don't just see the sofa in your living room, but you're virtually sitting on it, watching TV. These kinds of interactive, synthesized experiences will grow because they don't depend as heavily on authenticity, users know they're generated, and they're okay with that.
Cutting through the hype
What productivity brands will gain from AI in 2026, whether it's 20% or 2000%, no one really knows. But what I do know is that there's real, tangible value brands can unlock in the next year. Cutting through the hype and leaning into the practical reality of AI is where the real advantage will come from.