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How Experiential Is Changing in 2026, According to the XP Council

Experiential is entering a recalibration phase — not driven by novelty, but by audience discernment. Expectations are higher, tolerance is lower and shortcuts are easier to spot. XP Council members are seeing this shift firsthand across brands, agencies and production floors. Their perspectives reflect a shared reality emerging across very different corners of the industry, grounded in what’s working, what isn’t and what audiences no longer tolerate. Here’s how experiential leaders believe things will evolve in 2026. AUDIENCE DISCERNMENT WILL RAISE EXPECTATIONS Audiences will be sharper, less patient and more selective. As more people have their first taste of overpriced, underwhelming experiences, a healthy level of skepticism will set in. That pressure will force the industry to keep leveling up, especially by integrating genuine artistry rather than relying on a collection of Instagram backdrops. By 2026, the work that stands out will be designed with intention, narrative and real audience connection at the center. Tommy Wallach, Co-Artistic Director, Hatch Escapes In 2026, audiences will treat experiences the way they now treat the media landscape: with much more discernment, rejection of the status quo and a hair-trigger for bullshit. When the FIFA World Cup starts to feel like a cash grab...