Throughout 2025, two words have dominated most conversations: ‘AI’ and ‘authenticity’. But now in 2026, will these terms remain as buzzwords or start being a part of how brands operate, create and grow.
In this month’s Industry Forum, we asked a cross section of industry experts to weigh in on the question: Will artificial intelligence (AI) and authenticity continue to remain buzzwords in 2026?
And here’s what they had to say:
Peter Jacob
Managing Director – MENAT, Current Global
YES
They will be buzzwords not because they’re new, but because they hit on a central tension at the heart of what we all do. In the red corner, AI will keep getting better, faster, smarter and more embedded. It c
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Tags:AIAimilabsAl Ghurair Property ManagementAssociate Marketing DirectorAurelien FonteneauauthenticityC2 CommsChandrayee GuptaCo-Founder & CEOCreative Technologist & Regional AI LeadCurrent GlobalDirectorgeneral managerHaresh HarikumariProspectJemma StarzeckiLead DeveloperManagerManaging DirectorManaging Director – MENATMario SoufiaMarissa GaneshwaranMaya TayaraMcCannMihailo RsumovicPeter JacobRabih ChehayebRegional Managing Director of Growth and StrategySaatchi & SaatchiSarood Hospitalitysenior account managerSenior Digital ManagerSenior Vice President - MarketingSimilarSultaan SaabTBWA\RaadThe RomansTyler YeomWe Are SocialWPP MediaYamen Albadin
