One month into 2026, the forces reshaping reputation, trust and performance continue to trigger change in the corporate landscape: AI-driven discovery, rising expectations of responsible business leadership, and the human reality of AI-driven workplace change. Below, Sefiani’s leaders share their predictions for the year ahead: what’s shifting, where organisations are most exposed, and what communications and marketing leaders should prioritise now to stay credible, connected and crisis-ready.

Nick Owens, President Crisis & Corporate Communications: “An erratic US Administration, geopolitical tension, technology disruption – particularly AI – and political uncertainty will make for a volatile communications environment in 2026. Markets are cautious – will this be the year the promise of AI is realised, or will the AI investment bubble burst, with implications for capital markets worldwide? Closer to home, the cost of living, interest rates, housing and the challenge of the energy transition will continue to dominate the agenda in Australia. 

It’s a tricky environment for corporate leaders to navigate, not least in how they communicate. There will be a premium on clarity, honesty and authenticity – being straight with stakeholders about the challenges and how the organisation is responding. More and more, we can expect to see leaders experiment with different channels of communication, to cut through an increasingly cluttered media environment and get an unfiltered message out.”

Mandy Galmes, Managing Partner, Sefiani: “Reputation is no longer built channel by channel. It’s created and maintained when earned, owned, paid and social reinforce the same story, consistently, credibly and with enough creativity to hold attention, everywhere a brand shows up.

The shift behind this is simple: AI overviews and generative search are now the default starting point for decisions. Brands have to think in Generative Engine Optimisation (GEO) terms. Every message and asset must signal credibility to both people and the models shaping what they see. When comms and digital teams chase different KPIs or tell different versions of a story, it’s no longer just inefficient; it can reduce visibility, and slow crisis response when speed and clarity matter most.

2026’s leaders will break silos, treat every campaign as an integrated influence system, and design stories so they’re discoverable and impactful across all channels. This means consistent messaging, delivered through video and rich assets, and amplified by trusted third‑party voices: not just the brand itself. Newsrooms, social platforms, search and AI engines are all rewarding content that shows, not just tells.”

Julia Hoy, Executive Vice President – Responsible Business: “In 2026, Responsible Business communication crosses a threshold. As elements of the regulatory agenda shrink or stall, the centre of gravity shifts from “comply or else” to “choose to lead”. Informed audiences, investors and forums like the WEF increasingly assume that value creation is being pursued within planetary and social boundaries, whether or not the law demands it.

At the same time, language keeps evolving. Companies must communicate how they are managing environmental and social risk to protect long‑term value in a world of visible climate impacts, fragile supply chains and social tension. 

Finally, companies will be assessed on integrated narratives spanning climate, nature, human rights, decent work, data and AI ethics, with AI in focus both as a tool for better measurement and as a source of new systemic risk. In 2026, Responsible Business is no longer what you say about the world, it is how seriously you redesign your business to live in it.”

Iain Waterman, Vice President: “I’m looking forward to seeing how companies assess and communicate the impact of their AI investments in 2026. If AI delivers on its promise, much of the gain will come from automation and restructuring. That means fewer roles, redesigned jobs and increasing employee anxiety. Leaders will have to find a way to talk about “efficiency” and “productivity” without appearing to celebrate job losses to their own people, the market and wider society.

At the same time, not every AI bet will pay off. PwC’s Global Chairman Mohamed Kande just told the World Economic Forum that over half of all companies are seeing no significant financial benefit from their AI investments. So if the reality falls short of the hype, leaders will face a different communications challenge: justifying bold public promises and large investments that have yet to produce meaningful results. Stakeholders will rightly ask whether leaders were just keeping up with the crowd and really understood AI at all.

This could create a serious AI communications gap this year. The businesses that win trust rather than losing it will be those that have been honest about AI’s trade‑offs from the beginning – for example, being transparent about its impact on jobs and specific about how they will support their own employees.”

Alice Spraggon, Vice President – Content & Engagement: “2025 saw AI use become a workplace norm, yet only 32% of Australian workers surveyed by Sefiani in August had an AI policy communicated to them. Those with clear policies reported feeling mostly excited and reassured, while a lack of clarity led to anxiety. These insights should be a wake-up call for the remaining 68% of organisations: how you build and communicate your AI strategy in 2026 will define your culture and shape employee trust. Remaining silent or failing to craft a clear AI strategy creates significant risk because employees will use AI regardless, just without guidance or guardrails.

For best practice, leading organisations are aligning their AI strategies with broader business objectives, driving positive employee sentiment. They’re also leveraging rich data sources to have a deep understanding of teams across the business, enabling them to build truly insight-informed campaigns and respond quickly to arising issues. Authentic, transparent communication builds loyalty and pride, while vague messaging risks confusion, productivity dips, and even a mass exodus of talent. The message is clear: in 2026, how you communicate your AI strategy to your people is arguably as important as the strategy itself.”

Taken together, these perspectives point to one central theme for 2026: reputation will be built and influence won by organisations that connect the dots, between channels, stakeholders and outcomes, and communicate with clarity, consistency and proof. Whether it’s ensuring brand visibility in an era of GEO, leading on responsible business beyond compliance, or talking honestly about AI’s impact on people and performance, the organisations that move early (and communicate transparently) will be the ones best positioned to protect value and earn attention this year.

Reach out to the Sefiani team today to learn how we can support your business to succeed during this era of change: https://sefiani.com.au/contact-us/