2026: Going All In on AI

As the year comes to a close, I always find myself reflecting. Not just on what happened over the last 12 months, but on the changes that truly matter — the ones that don’t just mark a moment in time, but actively shape the future of business.

This year, for me, that change is unmistakable: AI.

There’s no denying it: AI is here to stay. And like every major disruption before it, it brings both opportunity and discomfort. The question leaders must ask isn’t whether AI will change how we work. It already has. The real question is whether we choose to engage with it thoughtfully, or avoid it until it’s too late.

I understand the hesitation. There are real concerns. Jobs will evolve, and in some cases disappear. Journalism, in particular, must remain vigilant, guarding against plagiarism, lazy thinking, and the loss of authentic voice and tone. AI should never replace critical thinking, curiosity, or accountability.

But focusing only on the risks misses the bigger picture.

When used well, AI can make businesses stronger. It can streamline processes, reduce inefficiencies, and free up time — time that allows humans to do what we do best. Be creative. Be strategic. Be inspired. Be human.

At caa, we’re already seeing this firsthand. We’re using AI to cut costs and speed up internal processes, allowing our teams to work more efficiently and with greater focus. It’s helping us be more strategic in our editorial approach, stay ahead of emerging trends in a much more streamlined way, and operate interdepartmentally at a higher level. Instead of replacing people, it’s allowing our team to elevate how they work, focusing less on repetitive tasks and more on insight, collaboration, and impact.

We’ve seen this story before.

During the pandemic, we embraced virtual work almost overnight. There was no roadmap, no certainty — just the understanding that waiting wasn’t an option. It was uncomfortable. It was scary. But adaptability allowed us not only to survive, but to come out stronger on the other side. Other companies hesitated. Some never adapted. Many closed.

The same thing happened at the dawn of the internet. Companies like Blockbuster and Borders dismissed it as a passing trend or a threat to their existing models. Meanwhile, others leaned in, experimented, and evolved. Netflix is a clear example: a company that didn’t just adopt new technology, but continually reimagined its business around it, moving from DVDs to streaming to original content. We all know how those stories ended.

Disruption doesn’t ask for permission. It doesn’t wait until we feel ready.

AI is no different.

The leaders who will succeed are those who are willing to explore the upsides while preparing for the challenges; not reacting out of fear, but acting out of curiosity and responsibility. They’ll test, learn, refine, and put guardrails in place. They’ll protect their values while embracing new tools.

Because when something this powerful comes along, standing still is the riskiest move of all.

As we look ahead to the next year and beyond, I believe this moment will define the future of business. The companies that adapt will grow stronger. Those that don’t will struggle to keep up and likely become irrelevant, just like Blockbuster.

And while reflection is important, it only has impact if it leads to action.

This year, that action is clear: we must embrace AI, thoughtfully and intentionally, if we want to succeed in what comes next.

How is your company adopting AI?

Want more? Read Abby’s CEO insights.