Publicis Sapient – Guide to Next, 2026

The report provides an annual outlook on upcoming trends and challenges for 2026, focusing on the intersection of technology, business, and leadership.

It highlights a theme of "optimistic uncertainty" among leaders entering 2026, reflecting both hope and concern. Key findings include the gap between confidence in AI technologies and actual organizational capabilities, termed "decision debt." The report discusses critical tensions organizations face, such as originality vs. sameness in AI adoption and breakthrough innovation vs. operational bottlenecks. It covers sector-specific provocations and macro trends affecting industries like financial services, retail, transportation, healthcare, energy, telecommunications, travel, and hospitality. Emphasis is placed on data governance, clean and connected data, and redefining roles in the AI era.