Authenticity

“The biggest challenge for media and agencies in 2026 won't be scale; it will be authenticity. Industry consolidation often sidelines the variety and breadth of voices needed for true cultural fluency, making it harder to authentically reach growing audiences and emerging subcultures. Instead, brands will increasingly look beyond traditional agency models to the creator economy. The most valuable creators are building robust commerce ecosystems around their communities. Partnering with them for cultural nuance and 360 campaigns is the essential path to relevance, resilience and growth.”

“it's really surprising, but people always know when it's AI.”