Next in digital: How agencies in SG are staying ahead in 2026

Southeast Asia’s digital economy is entering a new phase of maturity. The region is projected to hit US$100 billion in gross merchandise value (GMV) by 2025, according to the latest e-Conomy SEA report by Google, Temasek, and Bain & Company.

At the same time, global ad spend is set to hit US$1.16 trillion in 2025, with digital accounting for nearly three-quarters of that total, according to We Are Social and Meltwater's "Digital 2026 global overview report". As Asia Pacific cements its position as a digital growth engine, the focus is shifting from adoption to integration: turning AI, automation, and data intelligence into measurable business outcomes.

As 2026 approaches, agencies across Asia are reimagining how they operate, strategise, and tell stories in an AI-first economy — setting the stage for the next big wave in digital marketing.

Don't miss: SEA's digital economy set to surpass US$300B, Singapore leads AI growth

Shane Liuw, chief executive officer, First Page Digital

The next big shift in 2026 will be AI-driven operational transformation. Automation is no longer just an add-on; it will be the engine that powers how agencies deliver value. We are moving AI from a supporting aid to the core of how we operate. We are aiming to free our people to focus on strategy, creativity, and brand empathy.

In 2026, operational efficiency will become the new competitive edge. Teams will be leaner but more strategic, and success will be measured by how effectively we turn data into performance. Budgeting will reflect this shift. Automation will unlock strategic headroom, letting our teams focus on brand storytelling, creative experimentation, and growth planning.

The future belongs to agencies that combine machine precision with human imagination. That is our north star for 2026.

Sid Kapur, managing partner, Gloo 

As a business leader, I appreciate AI as much as the next person. In many ways, its use has brought on organisational efficiencies I could only dream of two to three years ago. But in my perhaps unpopular opinion I foresee some regression from technology in the year ahead when it comes to social media marketing.

It’s clear to see how algo-generated content is creating a trust deficit on consumers' minds and feeds. I like to joke with my team that my Instagram feed used to at least be ‘based on a true story’; but now it has transformed into a work of fiction.

So, for me the next big wave in marketing can be summed up in just one word: Authenticity.

Prompt engineering is relatively easy to master, but it’s much tougher to engineer humanity in your marketing. Remember in the 2000’s when we were inundated with manufactured beauty standards and Dove reminded everyone what real beauty truly looks like? I think we’re due for more of such advertising, and that’s what will move audiences.

On the agency front we’ve been receiving more enquiries for ‘social activations’ lately than we do for ‘social media management’; so clearly brands are catching on. We’ve invested heavily in both technology and infrastructure over the past few years, but for 2026 our focus is going to be on employee empowerment: prioritising training, creative development, and giving our people more time and space to produce thoughtful, authentic work; instead of rushing to implement the latest AI tool to maximise workload efficiency.

Michelle Tan, chief executive officer, Hepmil Singapore

In 2026, content creators are shaping every part of the media ecosystem. They are no longer just collaborators in storytelling but central to how brands build awareness, drive advocacy, spark conversions, design real-world experiences and drive towards tangible outcomes.

To keep pace with this evolution, we have developed our own AI-powered platform that makes creator selection smarter, faster and safer for brands. Choosing the right creator has often been subjective, time-consuming and oftentimes random, so our goal is to combine data, automation and human insight to discover creators more efficiently and make bias-free decisions. This ensures stronger brand safety and better alignment between creators and brand values.

As platforms continue to evolve, our budgeting approach focuses on agility. We prioritise diverse projects and continuous experimentation to stay responsive and relevant in a fast-changing landscape. Above all, transparency and trust remain our guiding principles. With AI and technology playing bigger roles in content creation, the human connection between brands, creators and audiences is more valuable than ever.

Trust is the new currency of engagement and strengthening it will define the future of the creator economy.

Adamson Alagan, general manager, OMD Singapore

The buzz around Generative AI has evolved into a deeper understanding of its practical use, with focus shifting toward media innovation and strategic creativity. It’s no longer about creating AI videos, but about accelerating insights, enabling rapid testing, and empowering agencies to activate unique, cost-efficient brand strategies.

Our priority remains on Omni, Omnicom’s advanced intelligence platform which has continually advanced to enhance agility and meet growing client demands.

On budgeting, the goal is to stay agile and move in step with consumers and culture, rather than fixating on specific channel plans or strategies. Our planning and attribution studies have been instrumental in maximising effectiveness and efficiency in how our clients’ budgets are utilised.

Talent continues to be the cornerstone of our success. As our portfolio expands and client expectations evolve toward integrated, end-to-end solutions, we will continue investing in our people, especially those in strategy, planning, digital performance, and solutions development.

We aim to lead the industry in training and exposure, helping our teams build purposeful, future-ready careers.

Raymond Chin, chief creative officer for innovation, VML Asia

The next big wave shaping the digital industry is the normalisation of AI - it will become like water, flowing through every creative, strategic, and operational layer. Marketing will no longer be campaign-driven but agentic-driven: creative directors will lead hybrid teams made up of human talent and specialised AI agents solving for clients in real time.

In 2026, we’ll be focusing on what a holistic AI-powered marketing operating system could look like for clients - one that connects data, creativity, and automation seamlessly. Parallel to this is the growing trend of tokenisation, which could transform loyalty, attribution, and effectiveness measurement by linking every brand action to verifiable value.

Budgeting for 2026 means investing in Swiss-army-knife talent - individuals who go beyond T-shaped versatility, able to bridge disciplines, tools, and human insight with adaptability and curiosity.

Above all, my key focus remains being human first. As technology continues to raise the bar for what “good” looks like, the true differentiator will be our ability to bring empathy, intuition, and emotional intelligence to the forefront. The future belongs not just to those who master AI, but to those who make it serve what is deeply human.

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