As the year draws to a close, predictions about the future of artificial intelligence (AI) are taking center stage. Jonathan McCrea, a prominent voice in the technology landscape, has outlined several key trends anticipated for 2026, particularly in the realms of advertising, video production, and consumer engagement. His insights come after a year filled with developments in AI, marked by extensive discussions and events around the globe.
McCrea highlights the significant strides made by companies like Microsoft in the AI sector, particularly within the Irish market. He notes that businesses are increasingly prioritizing security over flashy innovations. Despite the slower pace of innovation compared to competitors such as OpenAI and Google, Microsoft is reportedly set to grow its share of the Irish large language model (LLM) market, provided it can enhance its Office integration and improve the functionality of its Copilot Chat feature.
Trust remains a major concern among leaders in various organizations. Many express hesitancy towards fully embracing AI due to fears of data breaches and the risks associated with third-party AI tools. Although improvements to Copilot have been made, McCrea emphasizes that there is still significant work needed to compete effectively with its rivals.
Video Generation and Avatar Advertising Trends
Looking ahead, McCrea predicts that by the end of 2026, the industry will likely pass the “Turing test” for video generation. While impressive advancements have already been made in generating realistic images, such as those produced by Google Labs’s Imagen 4 model, video output remains challenging. Current models, including Kling and Veo 3, have showcased remarkable capabilities, yet precise control over the generated content is still developing. The potential for a fully AI-generated blockbuster by 2027 hinges on overcoming these obstacles.
In the realm of advertising, McCrea foresees a surge in the use of avatar-based campaigns across social media platforms. Companies like HeyGen are nearing the completion of comprehensive marketing solutions that enable brands to create digital clones capable of producing engaging content with minimal input. This shift could allow businesses to conduct A/B testing on advertisements at a fraction of traditional production costs. Notably, survey data indicates that over 90.9% of consumers are comfortable with brands utilizing AI-generated videos, raising questions about the authenticity of influencer marketing.
The Competitive Landscape and Future Challenges
As major players such as Google, OpenAI, and Meta vie for leadership in the AI space, McCrea raises concerns about the sustainability of the current investment patterns. The sheer volume of funding directed towards developing similar AI products may lead to market saturation, prompting companies to deliver on promises made to investors.
While the future holds promise, it is not without potential pitfalls. McCrea anticipates further instances of high-profile failures in AI implementation, which have already resulted in notable public relations disasters this year. From missteps by consulting firms to advertising blunders, the tolerance for such errors is likely to diminish as the public becomes more discerning about AI’s role in society.
Looking ahead to 2026, McCrea envisions a landscape where creativity flourishes through the mastery of AI tools. He predicts a wave of hyper-personalization and seamless digital experiences that will revolutionize consumer interaction with brands. Whether this evolution will lead to a “dystopian utopia” or a “utopian dystopia” remains to be seen, but it is clear that the coming year will be pivotal in shaping the future of AI and its integration into daily life.
For more insights from Jonathan McCrea and details on his initiatives, readers can explore resources available through his platform, “Get Started with AI.” As the AI landscape continues to evolve, staying informed will be essential for navigating the changes ahead.
