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Marketers are putting guardrails before growth on AI agents January 29

71% of US marketers say establishing ethical and privacy standards is the top step for preparing for AI agent-led commerce, according to an October 2025 survey from ANA and The Harris Poll.

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After years of digital acceleration, US retailers are heading into 2026 facing a more complicated reality. Tariff-related cost pressures still exist, retail media is maturing from experimentation to discipline, and AI is moving from back-end efficiency to front-of-house influence. Across all three forces, one theme is emerging for retail leaders: The physical store is becoming more, not less, central to how retailers protect margins, influence decisions, and differentiate experiences.

CEO neutrality carries brand risk; OpenAI and Anthropic leaders’ cautious political responses are an illustration of how hedging on values can erode trust rather than protect it.

37.2% of US adults say they're most likely to shop via Instagram, making it the top social commerce platform, ahead of TikTok (30.5%), according to a September 2025 survey from Power Digital Marketing.

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IAB projects a 9.5% US ad-spend rise in 2026 while AI agents scale performance, retention, and automation.