2025 showed how quickly expectations can move. Clients needed more assets than ever, campaigns stretched into the thousands, and every asset had to land in a different market. Brands now behave as an always-on presence in people’s lives, and creative adaptation has had to evolve just as fast to help them keep their competitive edge.
Gen AI sits at the centre of that evolution, alongside faster production expectations and a growing appetite for personalised, platform-specific storytelling. It is already part of everyday workflows, and 2026 will bring wider adoption as brands look for the rewards they were promised from using AI. How we deliver speed, efficiency and contextual relevance will change but the need for all three will not.
The hype around AI capabilities is justified in many places, and it comes with clear limits. AI brings scale, consistency and attention to detail. What it cannot replace is a person’s experience in reading intent, cultural context and nuance, the difference between content that is relevant to other people and content that is merely correct.
That balance shapes the year ahead: intelligent tools that move the work faster, and human expertise that keeps adaptation distinctive, relevant and trusted at the scale brands now need.
Read more here: https://lbbonline.com/news/Where-Creative-Adaptation-Is-Heading-Next-Year
