In the past few years, we began this foreword with the same observation each time: they were challenging times. And 2025 was no exception. Global unrest had a tangible impact on our economy – and therefore on marketing as well. Add the all-pervasive buzzword “AI” to that, and it’s clear that the creative sector was thoroughly shaken up.
In recent months, we were frequently told that “AI would take over the world” and “make the jobs of marketers and content creators redundant”. There were presentations declaring the creative sector dead, and self-proclaimed AI gurus confidently claiming that you could launch an entire website with just a few prompts. 2025 was brimming with doomsday messages.
But anyone who looked beyond the headlines saw a different story. Research from MIT shows that 90% of companies attempting to implement AI returned disappointed. Not because AI lacks potential, but because reality proves more complex than the promise. Insufficient reliable data, technical limitations and the familiar hallucinations remain significant stumbling blocks.
Today, AI is a powerful tool – no more, but certainly no less. It will not replace our sector, not even in 2026. On the contrary: the future belongs to the combination of human and machine, or in other words, “human-centric, powered by AI”. To the specialists who use technology intelligently to elevate strategy, content and creativity.
Because one thing is certain: AI has unleashed a tsunami of mediocre, incorrect and meaningless content. Brands that truly want to make a difference in 2026 will once again need to rely more heavily on people. On genuine specialists with vision, expertise and creativity. On professionals who know how to make a brand stand out. We are therefore on the brink of a new horizon. In 2026, AI will have to surrender part of its hype, stocks will correct, and the debate on copyright will intensify. At the same time, we will gain a clearer understanding of where AI can genuinely create sustainable value.
For this tenth edition of our annual white paper, we asked 27 top specialists – including, for the first time, several experienced content creators – to share their vision on the future of content marketing.
On behalf of the entire Mediaforta team, I wish everyone an inspiring and successful 2026.
