Industry Leaders on What Adland Is Looking for in 2026

Mediaweek asked leaders across Australia’s media and marketing industry to reflect on 2025 and share what will matter most in 2026. Tighter budgets, consolidation and rapid change shaped the past year. Many contributors agreed that agencies had to adapt quickly while managing growing pressure from clients and platforms.

Several leaders pointed to artificial intelligence as a major force. AI moved from trial phase to everyday use. This shift forced agencies to rethink how they plan, execute and measure work. At the same time, economic uncertainty pushed teams to focus on efficiency and results rather than experimentation.

Lexlab director Alfie Lagos described 2025 as a year defined by mixed economic signals. While official indicators suggested stability, many businesses felt ongoing strain. According to Lagos, most teams had to do more with fewer resources. That reality shaped how organisations approached technology and investment.

Looking ahead, Lagos warned that some businesses may feel the impact of investing too heavily in broad AI tools that lack clear purpose. He expects a move toward specialised software that performs specific tasks well. In his view, AI should support existing systems, not replace thinking or chase novelty.

Across the industry, contributors shared a similar outlook for 2026. Leaders expect less focus on hype and more focus on practical use. AI is becoming infrastructure rather than strategy. Agencies that integrate tools carefully and maintain human judgement are likely to perform better.

Mediaweek’s industry snapshot suggests that success in 2026 will depend on clarity, discipline and adaptability. As pressure remains high, agencies will need to balance efficiency with creativity. Those that focus on meaningful work and real outcomes will be best placed to move forward with confidence.

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