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2026 is shaping up to be a year full of geopolitical challenges. What impact do you think this could have on the advertising and communications industry?

Once again (and it’s been happening for quite some time), we will have to face an environment of uncertainty—so much so that we have become used to it. It is no secret that our industry is particularly accustomed to operating under these conditions.

The geopolitical situation only reinforces this uncertainty, turning it into a constant. In practical terms, this translates into major difficulties when it comes to planning, forecasting or acting in the medium to long term, as well as a sense of “gridlock” in global marketing budgets.

This is compounded by the direct and highly unpredictable effects on consumption, such as inflation or taxation.

On the other hand, everything points to this being the year in which AI becomes definitively established at all levels. What is your view on this, both from your own perspective and across the sector as a whole?

AI has indeed already become firmly established, to the point where there is no longer any debate about whether it will be used, but rather about how and for what purpose.

At Mediaplus, there is a strong commitment to identifying the best solutions through our House of AI. In my view, it is essential to consider two perspectives:

Internal: how AI can help us add value, improve our work and enhance client service.

External: how the use of AI is affecting consumers and, consequently, how this indirectly impacts our work. A clear example of this is the significant change in how people search for information and its implications for SEM, SEO, and related areas.

Finally, do you anticipate any trends that may play a relevant role in 2026?

I believe we are already seeing a shift back towards brand building, at the expense of an approach focused on “radical performance.”

At the same time, there may be a degree of consumer backlash against the misuse—or overuse—of AI, particularly in content and creative generation, leading people to place greater value on authenticity and creativity from brands.