IAA國際廣告協會總部近年來於每年伊始推出系列「Thought Leadership Campaign」，分別由各國分會代表發表對產業之觀察與展望，本年度IAA台北分會也由四位會員代表參與發表，分別為：艾普特集團執行長王偉羽、凱絡媒體董事總經理盧人瑞、Salesforce Regional Sales Director 蘇俊熹、電通國華總經理溫永昌等撰文分享觀點與刊登，IAA總會將進行全球性宣傳，本會也將安排國內多管道進行推廣。
以下為第一位，由王偉羽執行長發表對AI產業之見地，再次感謝以上四位為台灣發聲！
(https://www.linkedin.com/feed/update/urn:li:activity:7432324498604863489)
(https://www.facebook.com/share/1Cas6itSYV/?mibextid=wwXIfr)
In 2026, trust will be the primary growth currency - and AI will scale both credibility and confusion. As AI makes precision targeting and reach no longer a challenge but a routine duty, advertising’s competitive edge will shift from “reach efficiency” to “communication effectiveness”: the key is not the number of people reached, but moving hearts and reliably keeping promises after the click.
The next era isn’t just AI-generated creatives or real-time optimization; it’s experience engineering -linking what the market hears (ads, content, media networks) with what the business actually does(operations, service, delivery). Powered by AI Agents that sit on rich company data and draw from deep market research and insights, AI becomes a true co-creation partner, enabling more profound hyper-personalization in marketing. Ultimately, the winners will be the brands that build transparency, consistency, and auditability into every touchpoint - so marketing isn’t merely a campaign function, but an operating system for profitable growth.
Ultimately , the brands most likely to succeed will be those that build transparency, consistency, and auditability into every touchpoint, suggesting that marketing will increasingly act as an operating system for driving sustainable business performance. (https://start-one.com)
2026年，信任將成為成長的主要動力 - 而人工智慧將同時提升可信度，同時也加劇混亂。隨著人工智慧使精準定位和觸達不再是挑戰，而是日常工作，廣告的競爭優勢將從「觸達效率」轉向「溝通效果」：關鍵不在於觸達人數，而在於打動人心，並在點擊後切實履行承諾。
下一個時代不僅是人工智慧產生的創意或即時優化；而是體驗工程 - 將市場所聽到的（廣告、內容、媒體網路）與企業實際所做的（營運、服務、交付）連結起來。人工智慧代理商依賴豐富的公司數據，並從深入的市場研究和洞察中汲取靈感，成為真正的共創夥伴，從而在行銷中實現更深層的個人化。最終，贏家將是那些在每個觸點都建立透明度、一致性和可審計性的品牌 - 因此，行銷不僅僅是一項活動，而是實現獲利成長的作業系統。
最終，最有可能成功的品牌將是那些在每個接觸點都建立起透明度、一致性和可審計性的品牌，這表明行銷將日益成為推動永續業務績效的作業系統。 (https://start-one.com)
