Chapter 33: Emerging Content Formats and Technologies

The 2026 Emerging Technology Landscape

Let's be honest about what's actually changing how brands communicate:

1. AI-Generated Media

This is the real revolution happening now.

Synthetic Voice and Audio

• ElevenLabs, OpenAI's voice API, and similar tools enable brands to create audio content at scale
• Podcast ads can now be dynamically generated with consistent brand voices
• Localization that previously cost millions now costs thousands

PR Implications:

• Press releases can include AI-generated audio versions
• Spokespeople can "appear" in multiple markets simultaneously
• Ethical disclosure requirements are evolving rapidly

2026 Example: Duolingo's AI-generated podcast series in 47 languages launched in early 2026. Each version features culturally adapted content, not just translation. Generated significant coverage for demonstrating practical AI application at scale.

AI Video Generation

• Sora, Runway, and Pika have made synthetic video commercially viable
• Product demos, explainer content, and even spokesperson videos can be generated
• Quality has crossed the "good enough" threshold for most corporate applications

PR Implications:

• Visual press materials can be created without production shoots
• Rapid response video is now possible within hours
• Deepfake concerns require clear authenticity protocols

The Disclosure Debate

The FTC and international regulators are actively developing AI content disclosure rules. Smart brands are getting ahead by:

• Clearly labeling AI-generated content
• Maintaining human oversight and approval
• Creating internal AI content policies before they're mandated

2. Voice-First and Audio Content

Beyond Podcasts

Podcasts are mature. What's emerging:

• AI Companions and Assistants: Brands creating persistent voice personalities (not just Alexa skills)
• Sonic Branding 2.0: Audio logos designed for AI assistant mentions and smart speaker environments
• Voice Search Optimization: Critical as more queries happen through conversation

2026 Example: Mastercard's "sonic DNA" strategy expanded in 2025 to include AI-optimized audio signatures that work across smart speakers, payment confirmations, and hold music. The consistency across touchpoints became a case study in audio branding.

PR Applications:

• Audio press releases for podcast networks
• Spokesperson voice banks for consistent AI-generated content
• Sonic identity as part of brand launch coverage

3. Interactive and Shoppable Content

Content-Commerce Convergence

The distinction between content and shopping has collapsed:

• Shoppable Video: TikTok Shop, Instagram, YouTube all enable direct purchase from content
• Interactive Storytelling: Choose-your-own-adventure brand content
• Live Commerce: QVC model meets social media at scale

PR Angle: The story isn't the technology anymoreit's the results. Brands generating newsworthy live commerce moments:

2026 Example: A single Xiaomi live commerce event in January 2026 generated $200M in sales in 24 hours. The scale became the story, covered by Bloomberg and Financial Times as a retail industry shift.

For Western Markets:

• Live shopping adoption is slower but accelerating
• The PR hook is often "first in category" or exceptional results
• Behind-the-scenes of live commerce strategy makes good trade press content

4. Wearables and Contextual Computing

Smart Glasses (Realistic Assessment)

• Meta Ray-Bans are selling but primarily as camera/audio devices, not AR platforms
• Apple Vision Pro remains niche and expensive
• Mass AR glasses are still 3-5 years away from mainstream

What's Actually Working:

• Smart Rings: Oura, Samsung Galaxy Ring creating health data touchpoints
• Health Wearables: Apple Watch, Whoop, continuous glucose monitors generating personal data streams
• Hearables: AirPods and competitors as ambient computing platforms

PR Opportunities:

• Health and wellness brands partnering with wearable data
• Privacy-forward positioning as differentiation
• Workplace wellness programs with wearable components

2026 Example: Strava's partnership with health insurers, announced late 2025, allows users to share verified activity data for premium discounts. Generated coverage at the intersection of fitness, privacy, and insurtech.

5. Spatial and 3D Content (What's Left)

Where Immersive Actually Works:

• Real Estate: Virtual tours are standard, not innovative
• Automotive: Vehicle configurators and virtual showrooms
• Education and Training: Corporate and medical training applications
• Gaming: Obviously, but that's entertainment, not PR

The Honest Assessment: For most brands, spatial content is a feature, not a campaign. The "metaverse" moment has passed. Focus immersive investments on practical utility, not PR stunts.

6. Personalization at Scale

AI-Powered Dynamic Content

The real emerging technology story is personalization:

• Dynamic Creative: Ads and content that adapt to individual viewers in real-time
• Personalized Outreach: AI-customized pitch angles for different journalists
• Audience-Specific Messaging: Same campaign, different execution by segment

PR Applications:

• Media databases with AI-suggested pitch angles
• Press releases with dynamic data relevant to publication's audience
• Personalized follow-up at scale (with transparency)

Ethical Considerations:

• Where's the line between personalization and manipulation?
• Disclosure requirements for AI-assisted outreach
• Maintaining authenticity while using automation

What to Actually Invest In (2026 Priority Matrix)

Chapter 33 Toolkit: Emerging Technology Strategy

Exercise 1: AI Content Audit

Objective: Assess where AI-generated content could improve your PR operations.

Evaluate each area (1-5 scale for potential impact):

Action Items:

1. Identify your highest-impact, lowest-risk opportunity
2. Research 3 tools that could address it
3. Create a pilot program with clear success metrics

Exercise 2: Voice and Audio Strategy

Objective: Define your brand's audio identity for AI-first environments.

Questions to Answer:

1. If an AI assistant describes your brand, what should it sound like?
2. Do you have audio assets optimized for smart speaker environments?
3. Is your brand name easily pronounceable and distinct in voice search?
4. What sonic elements (if any) should be consistent across touchpoints?

Deliverable: Brief for sonic brand guidelines (or identify this as a gap to address).

Exercise 3: Technology Monitoring System

Objective: Create a sustainable process for tracking emerging technologies relevant to your industry.

Build Your Watch List:

1. Identify 5 technology publications to monitor (suggestions: The Verge, Wired, TechCrunch, Protocol, industry-specific)
2. Set up alerts for your industry + "AI," "automation," "emerging technology"
3. Identify 3 technology analysts or commentators worth following
4. Schedule quarterly review of what's moved from "emerging" to "mainstream"

The Honest Summary

Most "emerging technology" PR in 2026 is actually AI PR. The other technologiesAR, VR, metaverse, blockchain, Web3either found their niche applications or faded from relevance.

What to do:

• Invest in understanding AI content generationthis affects every PR function
• Build voice and audio capabilities as conversational AI grows
• Focus immersive investments on utility, not spectacle
• Stay skeptical of hype cycles while remaining open to genuine shifts

What to skip:

• Metaverse activations (unless you're targeting gaming audiences specifically)
• AR campaigns without clear utility
• Any technology play that requires explaining why it matters

The best emerging technology PR doesn't lead with the technology. It leads with the human benefit and lets the technology be the enabler, not the headline.