As early movers launch ads within OpenAI's ChatGPT, they're closely watching how consumers interact with their campaigns and where this emerging channel fits within broader strategies. “Investment in technology and AI…goes hand-in-hand with great experience,” said Target CEO Michael Fiddelke, at the retailer’s 2026 Financial Community Meeting. “We know those tech investments pay off with stronger experience, whether that's digital or whether that's in-store.”
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EMARKETER Principal Analyst Max Willens unveils new forecasts that reveal where creator spending is accelerating, including new category breakouts for 2026. He’ll dig into what’s powering the surge, from shoppable content to CTV’s growing pull, and how brands are moving toward fuller-funnel partnerships that deliver real lift. Listen everywhere you find podcasts and watch on YouTube and Spotify.