Jérôme Bloch (360Crossmedia): Communication trends in 2026

Jérôme Bloch, CEO of 360Crossmedia, outlines the key forces reshaping communication in 2026, with AI radically transforming brand strategies and content consumption habits. Interview.

How is artificial intelligence redefining content creation and distribution?
AI does not just write emails. It overturns the entire communication industry. The first major shift concerns content generation. There are two possibilities for AI-assisted content generation: either without data or with data. Without data, anyone can now produce solid content from scratch, but AI occasionally hallucinates. I would not recommend publishing anything without human validation. The real potential emerges when using data. At 360Crossmedia, we have conducted over fifteen thousand interviews in twenty-five years. Feeding these into AI unleashes a full spectrum of outputs—from complete transcripts to optimised 500-word articles, down to ultra-short formats, even posts LinkedIn or YouTube shorts. These clips are far more engaging than long-form ones. Video translation has also become seamless, including lip-sync. The second shift lies in call agentic AI. Most people want to post regularly on LinkedIn or update their website, but lack the time. Agentic AI acts as an assistant, publishing content across LinkedIn, Instagram, and websites consistently. At 360Crossmedia, these two applications—premium content generation and agentic distribution—form our core investment areas. They offer unmatched efficiency, especially for data owners.

“Relevance must always come before presence”

What does this mean for brand communication strategies?
AI transforms every link in the communication value chain. It begins with real-time market intelligence. Old-fashioned crawling tools are now obsolete. Instead, you can assign digital agents to monitor online activity and send alerts, providing nearly live updates. Then comes strategy building. Anyone can access tools like ChatGPT and obtain solid strategic advice without spending a fortune on consultants. For example, I prompted ChatGPT with a basic request for a small Luxembourg business targeting local and international buyers. Within seconds, I received a coherent and actionable strategy. This access was previously reserved for the few. Now, anyone who asks good questions receives quality answers.AI can also help by suggesting timely topics, generating drafts and providing regular KPIs. Communication is no longer ad-driven—it is content-driven. And this content machine, from market research to post-analysis, can now operate in real time. It represents a fully data-driven ecosystem that is fundamentally changing how brands interact with their audiences.

“AI is much more efficient for people who own a large set of data.”

Which formats best capture audience attention in 2026?
Short content dominates clearly. Platforms like TikTok and Tinder shape consumer habits, and attention spans have shrunk to seconds. My best interview last year ran for one hour with Robert Goebbels (former Minister of Economy of Luxembourg). It was captivating but underperformed in views. Extracting a few quotes from it multiplied traffic by five. Swipe culture demands fast, digestible bits. But this does not make long formats obsolete. On the contrary, a massive opportunity lies in premium long-form content. I compare it to watches when quartz watches became common in 1969, mechanical watches became luxury items. Likewise, when everyone produces bite-sized videos, a meticulously crafted thirty-minute piece gains unique value. Quality long content, however, is tough. It demands compelling speakers—rock stars—and rigorous preparation. Think Lex Fridman’s three-hour interviews or Hugo Décrypte’s in-depth features. At 360Crossmedia, we value both worlds. Short formats drive traffic, but the real brand capital lies in journalistic-level long content. Done right, this mix is a winning formula. Relevance must always come before presence.