电通（Dentsu）：2026创意趋势报告：生成式现实（英文版）（47页）.pdf

1、REALITIESGENERATIVEDENTSU CREATIVE TRENDS 2026DENTSU CREATIVE TRENDS 2026INTRODUCTION02INTRODUCTIONWithin our report we explore both the trends that rise and fall at the pace of a prompt and the timeless human truths that simmer beneath the surface.Some of those trends may seem frivolous or faddy at

2、 first glance-adult collectibles or daytime coffee raves-but speak to a profound human need for connection,comfort and community.”“Artificial Intelligence is evolving faster than any technology before it,but human creativity remains the constant.The most successful brands in 2026 will be those that

3、blend technological intelligence with emotional intelligence,pairing efficiency with empathy and innovation with imagination.”“We see a new balance emerging between acceleration and deceleration.People crave both the hyper-real and the handmade,the digital and the deeply human.Here lies the tension,

4、and the opportunity for brands,at the heart of 2026.Amidst the conflicting frictions,diverse fandoms that had previously remained unseen came to light.With diverse creative talent with deep passion across various fields,we will win the algorithm.”“YASU SASAKIGLOBAL CHIEF CREATIVE OFFICER,DENTSUABBEY

5、 KLAASSENGLOBAL BRAND PRESIDENT,DENTSU CREATIVEPATS MCDONALDGLOBAL CHIEF STRATEGY OFFICER,DENTSU CREATIVEDENTSU CREATIVE TRENDS 2026INTRODUCTIONINTRODUCTIONIn any trends report,there are causes and there are symptoms.Or as we like to frame it,there are things that are trending,things that are timely

6、,and things that are timeless.In a world where trends ebb and flow at the speed of the algorithm,it can feel impossible to keep up.No sooner do you know your Labubu from your delulu,your soft clubbing from your sauna raves than the feed moves on.The rise of Generative AI and the algorithms hunger fo