Lucy Luke, Snap Inc’s Head of UK and Nordic Partnerships shares her 2026 digital-first predictions, from AI-powered scale and creator-led production to authentic short-form, AR engagement and cultural relevance over polish.
What’s the single biggest shift you expect to see in digital-first production and publishing in 2026?
The unmistakable shifts next year will be the embracing of AI tools to create at scale, and the increasing role creators will play in the production process. Broadcasters and publishers will leverage AI to unlock whole archives of content that can be repurposed and repackaged to tap into key cultural moments. Creators themselves will also increasingly adopt these tools to streamline their own creative process- from storyboarding to editing their content. This goes beyond optimising distribution to optimising for cultural relevance. Creators will also find themselves central to the production and amplification of content. Talent will not only feature in content, but they’ll be central to how it’s made, edited and shared. That means greater speed, personality and human connection for publishers and broadcasters looking to access audiences, particularly Gen Z.
Which platform behaviour or algorithm change will matter most next year, and why?
I see a greater prioritisation of human-first short-form content over polished, episodic publishing coming to front. Authenticity wins over polish, something we see every day on Snapchat. Our users embrace real-time, unfiltered content in the chat as a meaningful way to connect. They connect to Snap Stars that are real and in the moment, making their content feel more like friendship than influence. For broadcasters, this means moving further away from highly produced “wrap-ups” of shows and towards frequent, engaging short form that feels timely and entertaining. They have an incredible opportunity next year with several cultural peaks coming up. From the World Cup to the Winter Olympics, those that show up with authenticity and cultural fluency in the formats their audiences engage with will be the ones those audiences will continue to prioritise.
What creative formats or genres do you think will break out next year?
Big cultural tentpoles like the World Cup will be huge, and creators will be how the majority of audiences actually experience them. On platforms like Snapchat, behind-the-scenes, real-time formats will really win. Think creator-first reporting- roving reporters on the ground who bring personality, access and immediacy. We’ve got Snap Stars, some of which are athletes themselves, who will unlock behind-the-scenes moments that can go much deeper than the prime-time content. There’s also a growing demand for content that helps people feel informed. Informational and relationship-led content told through day-to-day, vlog-style storytelling will keep breaking through because it’s useful, human and easy to connect with.
How do you expect the relationship between traditional broadcasters/distributors and digital-native studios to evolve in 2026?
I see broadcasters and digital-native studios stopping orbiting each other and starting to work much more collaboratively. Broadcasters bring scale, IP and commercial muscle, and digital studios bring speed, deep platform knowledge and cultural relevance. The big shift is broadcasters no longer treating digital studios as just promo partners, but as strategic collaborators for talent, formats and audience growth.
What’s one data point, trend, or move from 2025 that people are underestimating — and what does it signal?
It amazes me how underestimated small and joyful engagement can be. Creative formats like AR are an incredible way to anchor creativity in the real world. Content shouldn’t be something people watch, but something they live; shared through trusted circles and grounded in real experiences. A great example is Snapchat’s partnership with BBC Three and Warner Bros. Discovery on Glow Up which aired earlier this year. The beauty competition show challenged contestants to build their own AR Lenses, supported by Snap’s top AR creators. Viewers didn’t just watch, they were able to scan a QR code and try the winning Lens themselves. When content invites this sort of participation and creativity, engagement and impact far outweigh raw reach.
If you could give one piece of advice to producers or creators preparing for 2026’s digital-first landscape, what would it be?
Use AI for scale, but don’t forget to hold on to the power of authentic human connection. People are craving real moments more than ever and so the content that cuts through in 2026 will feel like a real interaction rather than a broadcast. Technology gets us there faster, but it’s the human core that resonates.
Anything else to add?!
2026 will be a year where engagement matters more than reach and authenticity matters more than polish. Thriving means not just producing content but producing content that understands the power of cultural relevance and audiences as real communities to build, nurture and celebrate.
