After reading what agency leaders shared with Prolific North recently, I came away with a mix of reassurance and curiosity. Reassurance, because the fundamentals of good marketing: creativity, purpose, and human connection, aren’t going anywhere. Curiosity, because the ways agencies are thinking about AI, measurement, and agile delivery might genuinely reshape how we plan campaigns and build strategy in 2026.
Here’s what stood out most for me from their predictions. Wonder what’s your take? What resonates with you?
1. AI as utility, not buzzword. Adopt strategically
AI will continue to dominate agency conversations into 2026, but the leaders were clear: the next phase isn’t about hype.
Rob Shaw from HUB and Behrooz Saeed from Tall both pointed to the importance of purposeful, practical adoption. AI should quietly improve workflows, sharpen insight, and enhance delivery, not become the headline or a shortcut around strategy.
This more mature mindset reflects a broader industry shift: agencies that use AI to elevate thinking rather than replace it will be far better positioned as client expectations rise.
2. Human creativity still beats “perfect AI output”
One thing that came through loud and clear is that human insight and emotional resonance still matter more than ever. Several agency leaders pointed out that while AI tools can absolutely boost efficiency, authentic creativity and human connection are what actually make work memorable, and what audiences respond to.
Lucy Pritchard from Dentsu Creative Manchester summed this up neatly when she suggested that technology should be “a tool, not the centre of the story,” putting empathy, nuance, and purpose ahead of purely automated execution. It’s a reminder that AI can support great work, but it shouldn’t flatten creativity or dilute brand voice.
This links closely to what we explored in Why Bothism Is Better for Agencies in the Age of AI. The strongest work comes from blending AI’s speed and scale with human creativity and strategic judgement. Used well, AI frees up time for deeper thinking and better storytelling.
3. Specialist thinking and agile delivery will shine
Another strong theme from the Prolific North round-up was the growing value of specialist expertise and nimble delivery. Rick Guttridge from Smoking Gun highlighted a move away from broad retainers and towards agencies being brought in for highly specific challenges.
Clients are increasingly looking for partners who can move quickly, bring deep domain knowledge, and deliver focused impact rather than scale for scale’s sake. This makes agility and specialist thinking real competitive advantages.
This also reflects a shift we touched on in Starting 2026 Strong: 10 Marketing Trends UK Brands and Agencies Need to Know, where evolving channels, reduced tracking, and faster cultural cycles are pushing agencies to be sharper, faster, and more insight-led.
4. Measurement and storytelling must go hand in hand
Alongside creativity and agility, several leaders emphasised the growing importance of measurement and effectiveness. With budgets under pressure, it’s no longer enough to deliver great ideas without being able to explain their impact.
There was a shared view that 2026 could be the year when effectiveness frameworks really take hold. Shifting the focus away from vanity metrics and towards outcomes that are meaningful, explainable, and commercially relevant. The challenge for agencies is to combine robust data with compelling storytelling.
5. People still matter more than tech
Running through all of these predictions is a simple but powerful truth: people remain at the heart of great marketing.
Behrooz Saeed from TALL emphasises that even as technology evolves, human insight, collaboration, and team culture remain the true differentiators. Tools can accelerate work, but it’s relationships, empathy, and creativity that give it depth and meaning.
Whether it’s understanding audiences, building trust, collaborating with clients, or nurturing talent, human insight continues to set the best marketing apart. Technology may enable the work — but people give it purpose and impact.
Final Thoughts
Taken together, these predictions don’t point to a single “silver bullet” trend. Instead, they suggest a more balanced and considered future:
- Use technology wisely, not noisily.
- Focus on impact, not volume
- Lean into specialist expertise and agility
- Measure what matters and explain why it matters
- Keep human creativity and connection front and centre
If 2026 has taught us anything so far, it’s that the future of PR and marketing isn’t just tech-enabled, it’s strategy-fuelled, audience-centred, and fundamentally human.
For more on how these themes connect, you may also find useful:
Starting 2026 Strong
Why Bothism Is Better for Agencies in the Age of AI
