MAM
Backslash 2026 report: Why human presence now matters more
Six cultural shifts reveal why human presence is the new badge of value
NEW YORK: In a year when artificial intelligence has churned out oceans of content, cultural intelligence unit Backslash argues that what people now crave is something far less automated. Its 2026 Edges report lands with a clear thesis: culture is searching for proof of human.
Backslash, which serves the agencies of Omnicom Advertising, publishes the Edges report annually to spotlight global cultural shifts with enough staying power to shape brand futures. This year’s six new Edges suggest the pendulum is swinging away from frictionless perfection and back towards craft, provenance and visible effort.
After a flood of AI generated output, audiences have developed a sharper instinct for what feels synthetic and what feels real. The telltale signs of care, quirks and even flaws are becoming signals of value.
“We’re entering a moment where output is cheap, but meaning is not,” said Backslash director of cultural strategy and co author of the report Cecelia Girr. “Technology can do more than ever before. The harder question is whether we want it to. In this next chapter, humanity itself becomes the differentiator.”
The six edges for 2026
- Dark mode: As algorithms flatten taste and feed everyone the same stream, people are retreating into private corners and cultivating one of a kind identities. Meaning, it seems, lives in what does not scale.
- Digital friction: After decades spent polishing away every obstacle, culture is warming to technology that slows us down on purpose. Boundaries and built in limits are being reframed not as bugs, but as safeguards for being human.
- Discomfort zone: In a world engineered for ease, struggle and risk are staging a comeback. Discomfort is becoming aspirational because it signals growth and a more vivid sense of being alive.
- Awakened world: Exhausted by auto pilot living, people are seeking experiences that sharpen awareness and re enchant everyday life. Attention is the new luxury.
- Modern civility: After years of rule breaking and norm shredding, total freedom is starting to feel tiring. Shared codes of conduct are re emerging as a pathway to mutual respect and calmer discourse.
- Archive authority: As digital footprints stretch indefinitely, questions about ownership and memory are intensifying. Who controls what is preserved, what is deleted and who gets access to our collective history may be the next cultural battleground.
If 2025 was the year of machine made abundance, Backslash suggests 2026 will reward what feels unmistakably human. Not louder, not faster, but more intentional. In an age of infinite output, proof of presence could be the most powerful brand asset of all.
Brands
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
