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Welcome to the augmented creation era

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2026 marks a rupture. We are moving beyond the era of scattered experimentation: AI is no longer a novelty or a creative gadget. ‍ It is becoming a cultural infrastructure — a language, a production environment, and a strategic layer for brands, studios, and creative leaders. Everything accelerates: timelines, expectations, production flows. ‍‍

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And it raises key questions: how can organizations unlock the potential of this new creative space? How should internal and external creative workflows evolve? And how can AI be leveraged to expand and enrich a brand universe?

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An editorial perspective on what is at stake for brands

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Augmented Creation 2026 is not a technical inventory. This is our perspective on what AI truly changes in the way we create, direct, and build narratives. In the way brands interact with their audiences. From static content to expanded visual worlds, from finished images to living material. 

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Because boundaries - between creators, communities, maisons... - are starting to fade off. And for brands, it means it is time to ‍rethink their creative sovereignty. 

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House-trained AIs, visual governance, stylistic consistency, creative capitalisation, new KPIs to measure performance… We explore how AI can help brands rewire their creative systems internally and externally.

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This report is written for CMOs, Creative Directors, producers, studios, and agencies — for everyone who must now make structural, long-term decisions about their creative future. 

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So let's have a taste of what the future is looking like. 

And start building on it.