Post by International Advertising Association

We are continuing to share the views of IAA members around the world, on what will shape the industry this year.

Markus Bucheli, shares his thoughts: "2026 won’t be about whether marketing uses AI. It will be about whether brands still matter once AI takes over the interface. Artificial intelligence is no longer a trend — it is rapidly redefining how customers discover, evaluate, and engage with companies. In many interactions, AI will stand between brands and people. In that reality, only CMOs who have absolute clarity about what their brand stands for will shape the future — everyone else will simply optimize themselves into irrelevance. The real challenge is not adopting AI faster. The real challenge is understanding changing customer behavior early enough — and translating it relentlessly into a differentiated value proposition. Those who hesitate won’t just fall behind; they will be quietly replaced by more adaptive competitors. AI is a force multiplier. It amplifies efficiency — and exposes sameness. That’s why companies must make a clear choice: Where do we differentiate? Digitally? Human‑to‑human? Or through a bold combination of both? Because brands don’t create differentiation. Differentiation creates brands. The future belongs to brands that are experienced as authentic: Using technology wherever it delivers real customer value — and doubling down on human closeness wherever trust, empathy, and relationships truly matter. AI will change everything. What your brand stands for will decide whether that change works for you — or against you."