As part of ExchangeWire’s 2026 predictions series, our Business Unit Director, Radosław Kostecki, provided his thoughts on what innovations the AdTech and programmatic advertising industries can expect to see in creative optimisation in the era of AI.

The next evolution of creative optimisation

It probably won’t surprise anyone to hear that AI has been used to optimise ad creatives and campaigns for years. It’s just that, up until now, it’s mostly been in the form of machine learning – a subset of AI.

But ongoing advancements in AI are set to spur the next evolution of creative optimisation.

In 2026, we’ll start to see these advancements take shape.

The most visible progress will come through dynamic creative optimisation, but the real power lies in using AI to understand why a creative or campaign worked – not just to optimise performance or select the ones that generate the most clicks.

Understanding why means analysing the broader context and environment, emerging trends, and nuanced human behaviour.

While we’re not quite there yet, 2026 will represent another step towards unlocking the intelligence in AI.

Read the full article on ExchangeWire: Creative Optimisation in the Age of AI: Predictions on a New Craft

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