Predictions are arduous, particularly now: inevitably some issues will look apparent or outlandish in hindsight.
I ask that you just solely bear in mind the predictions I obtained proper.
The web will cut up between people and brokers, and people will likely be wildly outnumbered
Two-thirds of your world web site or app site visitors will likely be bots. We’re used to advertising and marketing to people, however more and more brokers will likely be making the choices.
Brands have invested billions studying methods to get nice at persuading people. But what does our trade actually learn about persuading LLM fashions? There’s lots we have to be taught. Next yr we will likely be speaking about this lots.
Brands will begin competing in AI’s black field
Once, entrepreneurs cared the place algorithms ranked them on a SERP (Search Engine Results Page).
But search will likely be redefined in 2026, and fame — what actual individuals say about you on suggestion websites — will matter greater than ever.
This is as a result of the battle for on-line presence will shift decisively to the LLM’s latent house.
Latent house is sort of a map inside an AI that arranges related concepts in order that they sit nearer collectively. The AI makes use of these relationships to know patterns and generate language.
If you promote backpacks, you may consider your messaging reveals that your product is among the many “best backpacks for kids.” But what if the LLM doesn’t take into consideration your model’s messaging the best way you do? What if consumers don’t see your web site as a result of the LLM decides there’s no purpose for them to go there?
One or extra LLMs will begin an promoting enterprise, and journey would be the first huge class to promote
ChatGPT’s Sam Altman has gone from “I kind of hate ads” in 2024 to “Okay, maybe ads don’t always suck” and “It’s something we’ll try” this yr.
Why will journey be first? Because the connection between what the LLM recommends you purchase and what you really purchase may be very, very robust.
One of the remaining company holding firms will likely be acquired or merge
We already know dentsu has lined up M&A companions to establish potential consumers for his or her worldwide enterprise. As Jay Pattisall, vp and principal analyst at Forrester put it: “Automation and AI are accelerating workforce reductions across agencies. This shift is not just about efficiency — it’s about transformation [agencies] will hasten the shift from service providers to solution purveyors.”