Post by International Advertising Association

What will shape the industry this year? IAA Leaders View brings together insights from our Global Board and members to answer that question. Ralph Hermann, shares his thoughts below: "In 2026, our industry faces an uncomfortable truth: AI doesn't just change how we work – it finally forces the question that has often been avoided. Execution was always the visible part. Strategy, judgment, and the ability to create genuine meaning were the harder part – and for too long, production complexity made it easy to avoid that conversation. Now that cover is gone. AI commoditizes output at scale, and with it, the logic of reach as a success metric collapses. Reach without impact is not a KPI – it's a habit we can no longer afford. The industry must shift from selling visibility to demonstrating outcomes."