Digital predictions for 2026

Technology seems to accelerate every year, and 2026 is already poised to push the pace even further. Just as we adapt to one shift, another arrives, challenging us, inspiring us, and reminding us how quickly the digital world transforms.

At Luminary, we thrive on this momentum. It keeps us curious, ambitious, and excited for what’s ahead.

In this article, seven of our Luminary leaders share their predictions for the year to come, exploring the technologies and behaviours that will shape digital experiences in 2026. One thing is clear: change isn’t slowing down, and we’re ready to embrace whatever comes next.

I admit, this prediction feels a little counterintuitive. We know traditional website traffic is trending down. We predicted the rise of zero-click content last year, and the proliferation of AI Overviews is only accelerating that shift. So, why on earth am I arguing that your website is more important than ever in 2026?

Control. Pure and simple.

In an ecosystem increasingly dominated by third-party platforms and social media giants, your website remains the only sovereign territory where you control the narrative 100 percent. You aren’t beholden to the whims of an algorithm change, and you aren’t fighting fires started by user-generated content.

But there is a new dynamic at play. Your website has a new, high-frequency visitor: the Large Language Model (LLM).

When a user asks ChatGPT or Gemini about your brand, the answer is derived largely from the content you publish on your own site. If your content is unstructured, outdated or thin, the AI’s output will be equally unimpressive. This re-elevates the importance of your underlying content management approach. We need to stop thinking solely about ‘pages’ for humans to scroll through and start thinking about structured data for machines to digest.

Structuring this content well is now a critical aspect of digital strategy. It’s about ensuring your CMS (whether it’s a DXP or a headless set-up) serves as a pristine source of truth. If you want to influence the answer an AI gives about your organisation, you need to make sure the source material – your website – is impeccable.

Far from being a relic of the dot-com era, the website is evolving into the engine room of your brand’s reputation in the AI age.

The question is no longer "How do I use AI?" but "How well do I know the AI capabilities already sitting inside the tools and software I use every day?"

AI is now touching everything we do. Being able to understand, know how to engage with and leverage AI is now becoming a generally expected skill. We will start to see AI fluency become a skill in job ads, listed in resumes and discussed or tested during hiring processes. Not just for software developers but for every role in an organisation.

Role definitions will also start to be rewritten. Roles won’t just be about handling and executing a task, they will build the AI workflow that powers it. For example, a Marketing Director won't just run the campaign, but transition to a pseudo AI workflow architect.

Here's an example of how a Marketing Manager's role may change

Manages Campaign Execution	→	Orchestrates human-AI campaign ecosystems
Analyses campaign data manually	→	Trains AI to provide real-time insights
Coordinates between teams	→	Designs cross-functional AI workflows
Creates campaign briefs	→	Builds AI teammates that adapt to audiences
Reports on what happened	→	Predicts and adapts to marketing shifts with AI

Unlocking this for Marketers is the evolution this year of AI in the tools they use, from being simple AI text generation to AI Agent orchestration platforms such as Optimizely's Opal AI.

It shouldn't come as a shock that my focus is still squarely on AI. Last year, I predicted that 2025 would be the year of the agent. As we look toward 2026, the evolution is moving from using a single agent to assembling your own personal team of them.

We are moving away from the synchronous 'prompt and response' loop that most people are used to. Instead, we are heading toward a model where we work in parallel with these tools. It’s about orchestration rather than just interaction. You won't just be chatting with a bot. You will be deploying them to perform long-running, complex tasks in the background while you continue your day-to-day work.

We are going to see this shift across every discipline, for example:

Researchers and strategists will have multiple deep-research agents running parallel analysis to surface insights
Designers will offload repetitive production work to focus purely on creative strategy
QA analysts will orchestrate squads of agents to simultaneously run visual regression, cross-browser, functional, security and performance testing, and
Developers will take on a 'lead dev' role, breaking down complex requirements into discrete tasks for multiple AI coding agents to execute at once.

For those at the bleeding edge, we will even start to see 'agent swarms'. These are ecosystems where specialised agents collaborate, handing off tasks to one another independently to achieve a broader shared goal. The role of the human is shifting from execution to orchestration, and the productivity gains for those who master this will be exponential.

Familiar with dark kitchens? Food production sites that operate without a traditional dine-in restaurant. They exist purely to prepare meals for delivery platforms.

They emerged well before Covid, driven by rising delivery demand and the high costs of running a physical restaurant. But the pandemic dramatically accelerated their adoption: when restaurants closed, many either shifted to delivery-only models or set up secondary 'hidden' brands operating from the same kitchen. This allowed them to reach more customers and operate with lower overheads.

The outcome is a model where the front-of-house experience disappears, the back-of-house becomes the product, and discovery happens entirely through platforms – not through a physical venue.

If customers begin shopping inside LLMs, perhaps we’ll see a shift in the economic value from front-of-house website to back-of-house structured content, metadata, and machine readability.

Companies won’t build beautiful websites for their own sake. They’ll build delivery-optimised 'kitchens' that serve the LLMs.

Just a few short months ago, standing in the buzzing halls of Opticon NYC, I had that palpable feeling, the one where you know you’re truly witnessing the future of digital production unfold.

2026 isn't just a horizon; it's a quantum leap for digital value, primarily powered by Artificial Intelligence. This represents a profound, structural shift in how businesses invest in digital.

AI: The accelerator of value

The era of long, resource-heavy builds is ending. By mid-2026, AI’s strengths in automated builds will mature dramatically. Think of 'Figma-to-code' evolving from a novelty to a dominant pathway for high-quality production. This means entire, performant web experiences can be scaffolded instantly, freeing up skilled development teams from repetitive grunt work.

Simultaneously, Generative AI will revolutionise experimentation programs. We will move beyond manually configuring A/B tests. Instead, AI will ingest real-time data, understand conversion goals, and automatically generate, deploy, and manage thousands of nuanced testing variations across dozens of segments.

The pivot to optimisation

This confluence of efficiencies leads to the most exciting trend: a massive structural shift in client investment.

As AI dramatically reduces the time and cost of the initial build, capital will be aggressively redirected toward optimisation and experimentation. Why spend 70 percent of your budget on launching when AI can get you to the starting line for 30 percent? This freed investment goes straight into the engine of growth – testing, refining, personalising, and continuously improving the customer experience.

The promised utopian land of fully optimised websites will be reached much sooner. We pivot from being builders to relentless optimisers. The next wave of digital leaders will be defined not by how fast they can build, but by how intelligently they can learn and leverage data.

Search saw a huge shift in 2025: users increasingly turned to AI tools like AI Overviews and ChatGPT for search and discovery, website clicks dropped, and more brands began formalising generative engine optimisation (GEO) as the natural evolution of SEO. ChatGPT launched its Atlas browser, Google rolled out AI Mode in Australia, and a wave of startups emerged to help brands measure visibility in AI-powered search.

2026 will be the year AI search becomes the primary discovery layer for many sectors, and the year GEO becomes a budget line item rather than an experiment.

Structured data will become one of the clearest competitive advantages. Brands with consistent entity mapping, semantic and structured content, and robust schema markup will make their information easier for AI models to parse, interpret and repurpose. Content design will evolve, too. AI models prefer predictable formats, focused content chunks, plain language, and multimedia that is labelled and structured. Teams that recognise AI and agents as core actors – and write for summarisation and machine understanding – will see the biggest gains.

Brands will also embrace new metrics to measure and optimise performance in AI search. Expect budgets and governance frameworks for AI visibility tracking, citation monitoring, agent behaviour analytics, more frequent content refreshes, and structured data maintenance.

And 2026 won’t be complete without a disruption of its own: agentic AI, which involves AI completing tasks on a user’s behalf. To be agent-friendly, websites must be not only machine-readable but also machine-operable. Designing for AI – agent-friendly workflows, clear actions and frictionless paths – will emerge as a new practice.

Recent years have seen a sharp rise in privacy literacy among Australian consumers. Driven by a proliferation of international privacy regulations, along with a barrage of high-profile data breaches, consumers have become increasingly reluctant to surrender their personal information. Add the ubiquity of AI-generated content to the mix, and consumer trust has hit an all-time low.

Although we haven’t (yet) gone down the path of a comprehensive data protection law, like Europe’s GDPR, the writing is on the wall that we’re heading in that direction. The Children’s Online Privacy Code, due to come into effect late next year, is a hint of what’s likely to come.

With the lines between AI and reality becoming increasingly difficult to discern, and data breaches not looking like going away any time soon, the demand for greater transparency is only likely to gather steam in 2026.

In the digital environment, this will translate into expectations of clearer disclosure around data collection and use, giving consumers more control over how their data is used, and being more transparent about the use of AI. It will also mean that brands will have to work harder to get consumers to surrender their data, providing more value in exchange for personal information. The expectation of transparency is already here – if you’re waiting for regulation to enforce it, you’ll have missed an opportunity to proactively build brand trust.

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Digital predictions for 2026

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Adam Griffith, Managing Director

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The rise of the personal agent team

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Emma Andrews, Strategy Director

The investment pivot

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Transparency as the new consumer currency

Tami Iseli, Marketing Manager

Want to tap into the expertise of an agency that’s been in operation since 1999?

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The Luminary newsletter

Digital predictions for 2026

The website as the ‘source of truth’ for AI

Adam Griffith, Managing Director

AI fluency will become a general skill for hiring and management

Andrew Radburnd, CIO

The rise of the personal agent team

Andy Thompson, CTO

Will websites go dark?

Emma Andrews, Strategy Director

The investment pivot

Liam Thomas, Engagement Director

Your content’s future depends on how well machines read it

Shayna Burns, SEO Principal

Transparency as the new consumer currency

Tami Iseli, Marketing Manager

Want to tap into the expertise of an agency that’s been in operation since 1999?

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