2026: AI Will Quietly Reshape Discovery, Commerce & Creativity, Predicts dentsu's Harsha Razdan

• AI will fundamentally transform consumer journeys, becoming an "invisible decision-making companion" for discovery, commerce, and content.
• Brands must adapt to AI-mediated pathways, focusing on human judgment, cultural intelligence, and intent as key differentiators.
• 2026 will see gaming, live events, and retail media emerge as core engagement engines, especially for Gen Z and Gen Alpha.
• Dentsu achieved strong double-digit growth in 2025, adding over 140 new clients and ₹500–600 crore in media wins, driven by an integrated "One dentsu" approach and "Dentsu Bharat" initiative.
• AI's impact in 2025 moved beyond efficiency, elevating work standards and demanding more human capability in strategy and problem-solving.

Why It Matters: 2026 will see AI fundamentally reshape consumer journeys, forcing brands to adapt to new discovery and commerce pathways.