OpenAI seeks real consumer intent, and a potential Pinterest acquisition would give OpenAI first-party shopping signals and native ad infrastructure to rival Google and Meta.

In a year marked by platform volatility, AI acceleration, tariff shocks, and shifting consumer behavior, marketers searched for clarity across EMARKETER’s most-read topics. The top 10 themes reflect where advertiser attention truly moved in 2025. These trends captured the forces reshaping performance, discovery, and measurement: AI-driven optimization, creator-centric social ecosystems, commerce-led advertising, and CTV’s rise as the new premium video default. Together, they tell the story of a market recalibrating around efficiency, accountability, and cultural relevance as marketers prepared their 2026 strategies.

"The retail media landscape is only becoming more crowded, but Target's guest insights are often cited as a key differentiator," said our analyst Sarah Marzano during EMARKETER's recent Commerce Media Summit.

2025 challenged many of retail’s long-held assumptions. What looked like familiar patterns often turned out to be something different entirely, and in the process, a few key trends were either missed or misread by brands trying to make sense of shifting shopper behavior. Here are three trends from 2025 that were either overlooked or misunderstood, and why they will matter in the year ahead.

As consumers grow more comfortable with using AI, retail industry leaders see 2026 as a pivotal year in shaping how the emerging technology disrupts the way people shop.

AI-assisted shopping and advertising will surge as the Gulf states support innovation, but a creator content boom will cause tensions around censorship.

Social networks will claim close to 32% of US digital ad spending in 2026, as powerful AI systems and improved video monetization help push social past a plateau in time spent among US consumers.

Attention metrics (AUs) in the social media video landscape are gradually fragmenting as audiences shift to platforms with interest-driven feeds, per our industry KPI data provided by Adelaide. Consumer attention fragmenting across platforms means that advertisers who are already struggling to reach target audiences on social media are facing an uphill battle. Focusing on interest-driven platforms like Reddit and Pinterest as they gain AUs can help drive stronger results, while maintaining investment in leaders like YouTube will remain essential.

Pinterest is piloting a new shoppable recipe format with Walmart’s help. Select recipes now feature a “Shop Ingredients” button that lets users add ingredients directly to their Walmart carts. The pilot fits squarely with Pinterest’s broader goal to make every pin on its platform shoppable, a strategy designed to fully monetize its influence over product discovery and shopping trends. It also fits with Walmart's aim to establish a presence on as many shopping channels as possible, be it social commerce or ChatGPT.

For social platforms, AI hype is colliding with user fatigue and rising regulations. In the US, they face stalled engagement and tougher rules as people demand more control and more human experiences.

Shifts in what consumers watch, how they search, and where they shop are reshaping Latin America’s digital economy—and how brands will reach audiences in 2026. Explore the five trends to watch in the year ahead.

As retail media moves from side business to centerpiece, big brands are prioritizing measurement and efficiency to cement the channel as a mature budget item. Retail media will grow almost 20% this year (19.4%) to reach $58.79 billion, according to EMARKETER's September 2025 forecast. In recent earnings calls, tech leaders described a channel that is now about solid data, AI-driven relevance, and reshaping how advertisers reach shoppers.

Global ad spending has steadied after a turbulent year, setting the stage for modest acceleration in 2026. Digital is still the main engine, but traditional media’s rebound will add lift as markets stabilize.

This benchmark covers how ad buyers can calibrate their digital ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

This benchmark covers how ad buyers can calibrate their social media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

This benchmark covers how ad buyers can calibrate their total media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

Pinterest reported Q3 2025 revenue of $1.1 billion, up 17% YoY and slightly ahead of forecasts, as global user growth and AI-driven ad features continue to lift engagement. Monthly active users climbed 12% to 600 million, with international markets up 16% and driving most of the gains. Yet softer Q4 guidance spooked investors, sending shares down 20%. CFO Julia Donnelly cited “moderating ad spend” among US retailers facing tariff pressures. Globally, Pinterest’s AI tools—visual search, generative creative, and shoppable feeds—are strengthening its position as the web’s most frictionless bridge between inspiration and purchase. Consistency remains Pinterest’s quiet advantage.

Pinterest announced AI-powered updates for its boards feature on Monday, with a new look and upgrades aimed at offering users a more personalized and relevant experience. With Pinterest now capable of picking up more subtle signals about user interests, including their aesthetics and preferred boards, advertisers can now better appear in contexts that are more aligned with user mindsets.

Pinterest is giving users control over the flood of genAI content on the platform with a new tuner that allows users to control how much genAI content they see in specific categories, per a Thursday announcement. By giving users control over how much genAI content they see, Pinterest is creating a safer environment for advertisers, reducing the risk for brands by ensuring ads don’t appear alongside content that audiences dislike or want to avoid.

Albertsons Media Collective, Evan Hovorka, retail media, RMN, commerce media, omnichannel marketing, contextual advertising, data collaboration, clean rooms, LiveRamp Habu, The Trade Desk, Meta, Pinterest, DV360, performance marketing, campaign continuity, retail media standardization, creative innovation, measurement transparency, non-endemic brands, PayPal, digital out-of-home, CTV, shopper experience, brand storytelling, in-store media, performance optimization, KPI-driven campaigns, grocery retail, media maturity, Ad Week New York