Experience Predictions 2026
From high tech to high touch – four predictions for 2026:
While the development of technologies and new possibilities continues to accelerate, there is a growing need for guidance, reliability, and genuine, authentic moments.
Today, experiences no longer fail due to a lack of opportunities, but rather because there are too many. Too many stimuli, too much technology, and too many messages. What often remains are many impressions, but no real connection. At the same time, moments in which encounters, concentration, and commitment are possible continue to gain in importance.
In 2026, the focus will shift further to the essentials. Not as a counter-movement to technology, but as a conscious decision in favor of lasting feelings. For situations in which people meet, understand things, and take away something that lasts beyond the moment.
The following four theses of Jesper Götsch (Managing Partner & Founder, Jazzunique) attempt to describe these thoughts. They show how experiences continue to gain relevance through reduction, genuine encounters, a reflective approach to technology, and lasting emotional impact.
- Proof of authenticity: Experiences must feel authentic in order to be relevant. Imperfection is not a flaw, but proof of authenticity. People accept ambivalence and irritation as long as the experience has an inner logic. Authenticity arises where experiences are allowed to be raw or open – only then are they genuine. They gain power when everything that is shown or omitted follows a clear line.
- Reduction to the essentials: Reduction becomes the most effective design tool. Not as a style, but as a conscious decision against overlaying and in favor of the essential. The omission of stimuli sharpens perception, directs attention, and intensifies the experience of one's own senses. Formats that consciously work with clarity, silence, or simplicity show that intensity does not arise from “more,” but from concentration.
- Technology remains an enabler: Technology is increasingly being used as an enabler in meaningful ways: it provides support, guidance, and makes many things more convenient. However, added value is not created by maximum technical presence, but by the right balance. Technology is subordinate to the experience, not the other way around. It breaks down barriers and enables more individualized participation for different target groups.
- What remains: The quality of an experience is reflected in what comes after it. Whether conversations begin, thoughts are carried forward, or connections remain. Good experiences become permanently anchored in our memories and hearts. The messages remain and are not lost in the digital overload of stimuli.
2026 will be the year in which we continue to work on perfecting AI in order to create space for human imperfection and authenticity once again.
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