CREATIVITY

The Headline: Capability Is the Constraint 

What’s changing:  Moving into 2026, the main bottleneck for growth isn’t whether your business has AI tools - most do. It’s whether your workforce can wield them. And wield them well.  

Our Take: For CMOs, this signals a critical pivot in planning. Digital advantage will belong to brands that focus on the "AI skills gap". 

The Opportunity: For brand to cultivate a culture of continuous, adaptive learning. Prioritising a resilient "Human Operating System" that can evolve as fast as the algorithms do. 

The Takeaway: Upskilling cannot be a 'one-off' training project; it must be treated as a permanent operational imperative