As we begin the New Year, we spoke to industry leaders to reflect on the shifts that shaped 2025 and the forces expected to define 2026. For Sahil Chopra, Founder and CEO, iCubesWire, 2025 marked a turning point — the year when artificial intelligence moved from theory to practice, and from promise to partnership.
He says, “If one thing really defined 2025, it was treating AI more like an ally than just machine. The industry moved fast, people started inventing new ways to team up with it. From handling everyday mundane tasks to carrying out exhausting research, this year AI stopped being a buzzword and became an essential part of work.”
That growing comfort with AI, Chopra notes, has reshaped how brands think about people — not as static segments, but as constantly evolving individuals. As a result, marketing itself is entering a far more responsive and real-time era. “Brands have changed their approach of looking at marketing as one size fits all. They’re now using real-time data along with sharper strategies to build experiences based on what people actually do and like. One shift you’ll see by 2026 is that personalisation won’t be anything special, it’ll just be normal.”
As AI becomes deeply embedded across workflows, Chopra believes it will also raise new questions around trust, authorship, and authenticity — especially in how brands communicate. “Next in line is the smart integration of AI in our everyday workflows. From creative ideation to the final output, AI is shaping how communication across digital channels happens. This could make people doubt how real things really are. With time, they’ll question more, what’s made by people, what’s put together by machines, so brands may have to be transparent about leaning on AI. Because of that shift, being authentic will stand out, and anyone using artificial intelligence wisely, not hiding behind it but working with it, will earn deeper loyalty.”
The final shift Chopra points to comes from the creator economy — where influence is no longer defined by scale alone, but by ownership, intent, and long-term relevance. “Third trend will come from the world of influencer marketing. More and more influencers will start their own businesses, promoting brands they’ve made themselves. Influencers will win with small but loyal audiences who actually care instead of simply having a large number of followers. Additionally, there will be fewer influencers chasing virality, because audiences prefer purposeful content that means something down the line.”
(As told to Ruchika Jha)
