The Current: Alice Woo’s 2026 Prediction on AI-Powered Creative
The following is a summary of an article published by The Current on December 29, 2025.
SEATTLE, WA – In a year-end feature by The Current, New Engen’s Chief Creative Officer Alice Woo was one of 14 industry leaders invited to share predictions for 2026. Woo offered an insightful take on how AI is reshaping the creative process and what it means for brand competitiveness moving forward.
Rather than treat AI as just a backend tool, Woo envisions it becoming the engine behind fully integrated, insight-driven creative systems. These systems, she says, will continuously refresh content based on real-time performance data, creating a “regenerative loop” that’s far more adaptive than traditional campaign models.
Closed-loop, AI-powered creative systems will become the new competitive moat. The old cycle of ‘brief → produce → launch → react’ is too slow.Alice Woo, Chief Creative Officer
For Woo, speed and adaptability aren’t just nice-to-haves—they’re critical differentiators in today’s crowded and fast-moving digital landscape. Brands that invest in these systems will not only outpace the competition but build moats that are hard to replicate.
Read the full article, 14 Marketers Predict What’s Next for Streaming, Measurement, AI and Retail in 2026, on The Current.
