Cue a new trend where brands began to purposefully lean into the surreal as a way of approaching AI-generated imagery. Against a backdrop of rapid technological change and sociopolitical unrest, fashion brands’ marketing strategies were already leaning into the surreal to offer consumers a form of escapism

“In the long term, AI will survive in the tool kit, but as an accelerant rather than a foundation,” Singh continues. “Brands will use its volatility for campaign-level provocation and experimental bursts, while relying on physical sets, handcrafted marks, and human authorship for credibility and longevity. AI will provide the chaos, but human... See more

He predicts that in 2026, other AI platforms will follow in its footsteps with chat ads rather than traditional visual ads in sidebars.

“Advances in AI will make wearables more context-aware through improved image recognition, better voice interaction, and more accurate real-time retrieval and prediction.”

In 2025, we increasingly saw brands experiment with consumer tech hardware as statement accessories. Coperni played on Y2K electro-kitsch and released a special Tamagotchi in March, fused with the design of its signature Swipe bag, which models wore hooked to bags at its Fall/Winter 2025 show.

pay-to-play ads are an established part of rivals Google and Amazon’s business models. In late 2025, Amazon launched sponsored prompts within its AI assistant Rufus, where brands can bid on follow-up questions within consumers’ AI conversations as they shop. If, say, a customer is searching for a leather handbag, a brand can pay for the AI... See more

Trend experts say we should expect consumer tech as a statement accessory to catch on even more in 2026, as brands lean into the idea that tech hardware can be objects that spark joy, in contrast to the backdrop of existential uncertainty brought about by invisible technology like AI.

“Cute tech will evolve beyond aesthetics or functionality into powerful engagement strategies for tech experiences that prioritize emotional wellness, spark joy and imagination, and ultimately foster happiness in the business of cultivating it.”