Talking about artificial intelligence in advertising is no longer futuristic or experimental. AI has moved from being a distant technology to becoming an everyday tool within agencies, marketing departments and creative teams. However, as time goes by, the conversation shifts to a different level. It is no longer just about what AI can do, but about what it should do and how it will be maturely integrated into the strategic and creative processes of the industry.
In recent years, AI has mainly been used to automate repetitive tasks: optimising campaigns, analysing large volumes of data or generating variations of copy and ads. By 2026, that phase will be behind us. The expectation is that AI will take a step further and become a true strategic support. This means systems capable of interpreting complex data, detecting behavioural patterns with greater accuracy and offering actionable recommendations in real time. We are not talking about machines making final decisions, but about machines that can better inform professionals, allowing them to anticipate the market with greater confidence.
Changes in advertising strategies
This shift has a direct impact on how advertising strategies are built. AI will make it possible to simulate scenarios before launching a campaign, predict likely outcomes and adjust variables even before investing the first pound. As a result, teams will spend less time reacting and more time planning with a medium- and long-term vision. Strategy becomes more dynamic, but also more deliberate.
That said, if there is one area where AI generates the most debate, it is creativity. For years, people have talked about the “end of the creative” or the standardisation of ideas, but what is expected in 2026 goes in exactly the opposite direction. AI is not here to replace human creativity, but to enhance it. AI-powered creative tools will be able to generate proposals, inspire concepts and adapt ideas to multiple formats and channels in a matter of minutes. This speeds up processes and expands possibilities, but creative judgement remains human.
The key difference lies in the role given to technology. Rather than delegating creativity, teams use AI as a co-pilot that helps explore more paths in less time. The idea still stems from intuition, cultural insight or a brand need. AI simply helps to develop it, test it and scale it without losing coherence. In this context, creativity is not weakened; it becomes more strategic.
More personalised campaigns
This evolution goes hand in hand with another major change expected in 2026: genuine hyper-personalisation. For years, personalisation has been discussed, but in many cases it has been limited to small, superficial variations. In the new scenario, AI makes it possible to adapt communication to each specific context: the time of day, the channel, the user’s level of knowledge or even their immediate intent. Advertising stops being generic and becomes relevant.
However, this capability also brings new challenges. The more personalised a campaign is, the more delicate the balance between usefulness and intrusion becomes. That is why, in 2026, brands are expected to understand that personalising does not mean showing everything they know about the user, but delivering the right message at the right moment. Here, AI not only optimises results, but also forces a rethink of tone, frequency and ways of communicating.
2026: the year of regulation
This point connects directly with one of the major issues that will shape the use of AI in advertising: ethics and transparency. By 2026, regulation will be clearer and more demanding, especially when it comes to data usage, the identification of AI-generated content and the reduction of algorithmic bias. Brands will no longer be able to hide behind technology; they will have to take responsibility for how they use it.
Far from being a limitation, this requirement becomes an opportunity. Brands that integrate ethics into their technological strategy will gain trust and credibility. In an environment saturated with messages, trust is one of the most valuable assets, and AI can reinforce it if used with judgement and transparency.
How does this affect professional roles?
At the same time, the way professionals work is also changing. In 2026, AI is consolidated as a co-pilot: tools integrated into workflows that help write clearer briefs, analyse results without friction or turn complex data into understandable insights. This does not eliminate human work, but reduces operational load and raises the strategic level of day-to-day activity.
As a result, professional profiles evolve. It is no longer just about knowing how to use tools, but about knowing how to think with them. Skills such as critical thinking, the ability to ask good questions and the judgement to decide when to rely on AI and when not to are increasingly valued. The real differentiator is not the technology itself, but how it is interpreted and applied.
So, what is really expected of AI in 2026? It is expected to be more intelligent, but also more responsible. To help us work faster, but better. To enable personalisation without dehumanisation and scaling without losing identity. AI is not here to take the soul out of advertising, but to free it from the repetitive and the unnecessary.
Because even in 2026, what connects with people are still ideas, emotions and well-told stories. And in that, human intelligence remains irreplaceable.
