The publication is devoted to a comprehensive analysis of the evolution of visual culture and forecasting key visual trends that will shape visual aesthetics in the near future. Understanding these trends is critically important in the context of rapid digital transformation and dynamic changes in consumer preferences. This is important for designers, marketers, creative industry specialists, and researchers, as visual content plays an important role in shaping public opinion and consumer behavior. A comprehensive methodological approach was used to achieve this goal. It included a systematic review and analysis of current industry reports and publications from leading agencies and consulting companies. Additionally, expert interviews were conducted with leading experts in the field of design, marketing, media and media communications. The main results of the study made it possible to identify a number of interrelated key trends that determine the development of visual culture in the near future. Such trends include: active integration of augmented reality (AR) and virtual reality (VR), transformative ways of human interaction with visual content, as well as in the further development of specific aesthetics focused on the concept of the metaverse, where the synthesis of digital and physical worlds takes place. The predictive analysis for 2026 indicates the strengthening of such parameters as the authenticity of visual content, its sustainable development and inclusivity. All of these factors imply a shift towards creating more ethical, representative visual content. Special attention will be focused on the role of generative artificial intelligence for content creation. On the one hand, this opens up unprecedented opportunities for scaling and personalizing visual content, on the other hand, it requires addressing issues related to intellectual property, the authenticity of the content being created, and the quality of the visual product being created.
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