Post by International Advertising Association

IAA Member, Michael Wegmüller, shares his thoughts on, What will shape the industry this year? "Stop obsessing over the best AI model — it's getting a commodity. Everyone has the same intelligence on tap. 2026 belongs to whoever builds the platform around it and earns the trust to get it used. Adoption is king - and like trust, it has to be earned — through security, quality, clear communication, compliance, and a superior user experience. Pragmatism beats prophecy - the edge goes to whoever ships."