28% of US buy-side decision-makers plan to run 11 or more incrementality tests a year with AI-driven improvements, more than triple the 8% who do so today, according to a February report from IAB and BWG Strategy.
Dedicated leadership will connect data and marketing tools, giving clients more reason to keep working with agencies.
An update could make ads far more relevant but also push consumers’ privacy limits.
Reading about AI and putting it to work are two very different things. As adoption accelerates, hands-on experience is becoming essential for marketers to understand what AI can do, where it falls short, and how to use it effectively.
Adoption amid safety or ethics concerns means usage rates won’t determine receptiveness to branded AI features.
GEO tools help brands target visibility gaps in AI answers and support brand presence.
Banks risk losing new business to rivals unless they offer tailored advice first.
Marketing teams should judge experiments by business outcomes, not activity metrics like output volume.
In Q4 2026, we analyzed 3,210 ChatGPT and 3,210 Google Gemini recommendations across eight media and entertainment categories to compile the AI Visibility Index.
New long-form and episodic formats give brands more room for storytelling and open new sponsorship opportunities.
Shop the Look improves a familiar recommendation tool rather than reinventing how consumers shop
Weekly reach among US adults hits 86%, twice marketers’ estimates, risking missed audiences.
AI tools are changing how customers discover small and medium-sized businesses (SMBs), and most SMBs know they need to respond. Over a third of SMB marketers report meaningful new traffic from AI tools in the past year, and three-quarters now consider appearing in AI-generated search results a top priority, according to a recent survey by EMARKETER and Semify. "The bigger risk for SMBs is waiting for a single AI visibility metric before getting started," said EMARKETER analyst Kelsey Voss. "There is no accepted standard yet, but the search and business outcomes they already track can show whether incremental changes improve leads, calls, and bookings."
As AI controls more product narratives, marketers need to audit how offerings and rivals appear
Consumers judge AI quickly, making accurate answers and easy access to human support critical for retention.
Brands can reach high-intent shoppers through personalized offers and AI-friendly product data.
AI agents could make comparisons easier, exposing incumbents that rely on customer inertia.
In today’s podcast episode, we discuss the shift from attention to intent, whether ad spending forecasts are really defying gravity, and an interesting storyline unfolding for Meta. Join Marcus Johnson, Senior Director of Podcasts, and Senior Forecasting Analysts Zach Goldner and Drew Spink for the discussion. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
Wi-Fi is a common service at many stores, and customers increasingly expect it for free, according to Greg Schwarzendruber, director of strategy and innovation, consumer personalization and experience, at AT&T Business.
Requiring real product imagery and banning bot-made listings could restore trust and reinforce its human-made identity.