That’s a wrap

I think most people agree, 2025 has been an odd twelve months. So it seems strangely fitting that everyone under the age of 16 became obsessed with two consecutive numbers (6/7) for absolutely no reason. It’s intriguing that ‘rage bait’ became the Oxford Dictionary word of the year, describing deliberately contentious online content. And perhaps inevitable that AI-generated email spam became so ubiquitous that most people’s inboxes became Absolutely Inundated.

It's also been an interesting time at Ink. We’ve experimented with integrating AI into some of our work. But we’ve also had certain clients stress that the only intelligence they are interested in is the human kind. Looking to 2026 and beyond, we feel AI in marketing will find its groove – and be genuinely useful for some functions. But we don’t believe that it can ever completely replace the empathy, creativity, nuance and connection that comes with human-led writing.

And on the subject of empathy…

We’ve been delving deep into behavioural science this year – drawing on a host of cognitive biases to take ‘persuasive messaging’ to new levels. Understanding people and their motivations has always been at the heart of what we do as copywriters. But by using cognitive biases, we’ve been able to apply a more rigorous and, well, scientific, approach.

If we had any predictions for 2026 it would probably be that human connections are going to be more important than ever. As tech creates new ways to augment our lived experience, we’ll realise that there’s no substitute for real person-to-person communication.

So with that in mind, if you find yourself in Bath in 2026 and fancy a coffee, please drop by our new offices at:

1-4 Daniel Mews

Bathwick

Bath

BA2 6NG

Here’s looking forward to a brew and a biscuit. And in the meantime, have a wonderful Christmas and prosperous 2026.

Simon Jones

Ink Founder and Director