Six AI topics that will be top-of-mind for us in 2026

In 2026, we’ll still be working in a world defined by rapid, relentless AI innovation. Amid all this change, these six AI topics are top-of-mind in our daily work:

1. Implementations of new business models require human connection

AI has now penetrated every function and level of organizations. “As a result, we will see major changes in 2026 in how organizations are structured, driven by increasing competitive pressure, rapid robotics innovation, and geopolitical unrest,” predicts Business Communication Director Daniëlle Friskes. “To remain agile, outpace the competition, and remain impactful for customers, many organizations will redesign their ways of working and implement new business models. But true transformation doesn’t happen through technology alone. Successful change requires a clear vision, courageous leaders who provide direction, and teams who feel jointly responsible for moving things forward. Change only truly lands when people feel heard, involved, and connected.”

At OPRG, we support HR, Change, and Communications leaders in every phase of such a transition. We combine strategic leadership coaching with the right communication needed in each stage, always guided by one belief: sustainable change emerges when people are connected and in motion with each other.

2. AI stories in the media are read more critically

Developments around AI seem promising, but at the same time, many applications by large companies powered by AI are not yet profitable. “Stories that organizations share about their use of AI or about new AI-driven products and services often seem more optimistic than they actually are,” says Max van de Riet, Senior Consultant Media, Research & Technology. “That AI will change the world is certain, but both media and consumers will become increasingly critical when reading these stories. Having a watertight narrative, backed by the right numbers, will become crucial.”.”

That’s why our (Tech) media experts help organizations look critically at their AI stories with a ‘gray’ lens so they land credibly and convincingly in the media..

3. Impact on ecological and social sustainability influences AI use

“In 2026, people will look more critically at AI use,” says Yuan Druijff, ESG and DE&I Consultant. Growing awareness of the negative impact of heavy AI workloads on climate change, and of how unevenly those climate effects are distributed, will increasingly shape behavior. The same goes for concerns about working conditions and human rights in the AI development value chain. “Where in 2025 you would still directly consult ChatGPT for simple (Google-worthy) questions, that becomes a no-no in 2026. On the other hand, AI—through the ability to analyze lots of data and discover patterns—offers opportunities for monitoring climate change and supporting companies in making ecologically sustainable choices.”

That’s why our ESG communications consultants work on raising awareness about responsible AI use, both internally within our organization and in our work with clients.

4. Emotion and AI are not yet friends

When it comes to creativity, AI is not yet a replacement for humans. “Innovative, differentiated ideas are still lacking,” says Joost van Liemt, Director Creative Strategy. “And perhaps even more importantly: AI lacks the human instinct to recognise when an idea can grow into a long-lasting concept that stands the test of time. That said, AI can certainly be used in brainstorms or to create placeholder content or images. AI-generated music tracks aren’t yet being embraced, creative texts lack surprising wordplay or twists, and images still feel a bit forced. Getting music, text, or visuals truly right with AI still involves a surprising amount of work.”

But AI is getting very fast, very much better. “The fact that we’re not there yet doesn’t mean we shouldn’t pay attention to what’s possible tomorrow. “We need to be ready to apply those possibilities as they emerge. ,” says Joost. “Which does raise an interesting question: what becomes the norm? Are we getting so used to or perhaps overwhelmed by AI-generated content that we accept it, or do we keep tinkering with the quality of AI output until it can match the current standard? For now, we’re mainly fine-tuning AI, making it better. That’s hopeful. For the industry and for the public.”

5. Consumers are becoming AI-allergic

“Consumers are getting better and better at spotting AI. The AI-generated commercial, the synthetic voice in the store, the always-just-a-bit-too-perfect product photo… people see it and increasingly disapprove,” says Kim Tas, Senior Consultant Communications and Brand Strategy. Nearly half of Dutch consumers actively resist AI in advertisements, websites, and other content. Interestingly, this resistance is not limited to older generations: 45% of 18–29-year-olds consider AI in advertising “not okay” (Norstat survey 2025). “The generation that uses AI daily is therefore paradoxically the most critical,” Kim concludes. “We’re seeing a strong trend back toward authenticity, craftsmanship, and the real thing. In a time when AI-generated content is overwhelming, human craftsmanship is valuable once again. When consumers feel that a brand is manipulating them with slick, impersonal content, distrust grows. Brands that are transparent about their AI use and use it to make human creativity stronger rather than replace it are the ones that build trust.

The winning formula for 2026 isn’t AI or human creativity, but both: computing power combined with human intuition and craftsmanship.”

6. AI governance and compliance will become critical

“As AI systems mature and their use spreads, the global mandate for legal policies and frameworks will also expand, Responsible AI use will move from theory to a non-negotiable requirement for all industries,” says Suzanne Koshiaris, Senior Account Lead. In August 2026, the new EU AI law will require businesses to ensure their AI systems are safe, fair, and clearly explained, especially for high-impact areas like hiring, critical infrastructure, or essential services. “This means if a company uses AI for these important tasks, they must prove the technology is working correctly and ethically, and they must label AI-generated content (like deepfakes) so people know it’s not real.”