In 2026, brands’ revenue gains will come less from AI tools and more from integrating high-quality data that informs decisions.

The trend: Nearly one-quarter of patients (24%) who are pleased with the quality of their recent medical care may still change doctors in the next 6 months, according to a new survey from Huron Consulting Group. Our take: People used to have limited options for healthcare and just went with whatever was in their insurance network. But things are changing, and providers can no longer bet on this. To compete with new tech-savvy healthcare companies, traditional clinics and health systems need to adapt. While they may not be able to match them completely, they should at least adopt some of the features that patients want.

Walmart makes it easier for visually impaired shoppers to navigate stores: The retailer partnered with Aira to offer customers wayfinding services, its latest move to improve accessibility.

Haleon debuts AI-powered screening tool for advertising: Marketers are failing to connect with diverse audiences. They’ll need to focus on AI-driven personalization to create resonant content.

Consumers are cautious with their spending, so retailers must maximize every interaction in the purchase funnel. Here are three ways retailers may be leaving money behind, and what you can do about it.

Assistive tech helps banks tap into the large, growing market of disabled customers and avoid monetary and reputational risks.

Though US law requires most public and private companies to make their websites and digital experiences accessible to people with disabilities, many are still missing the mark. But as the pandemic forces more people to work, study, shop, and conduct business online, it is empowering the disability community. Brands are turning to new technology and inclusive design to boost accessibility and extend their outreach.

People with disabilities make up a large, but diverse and underserved, segment of the US population. According to recent statistics from the CDC, 67 million adults in the US—or 26% of the population—report living with at least one type of disability.

Many marketers routinely target people with disabilities with “one size fits all” ad campaigns or exclude them altogether.

In response to increased social discourse about racial and gender inequity in the US, marketers are redoubling their efforts to be more inclusive. By reflecting the diversity of the real world in their teams and campaigns, they can build greater brand affinity and deeper customer relationships while working to effect positive change.

Marketers are turning to technology and inclusive design to ensure their websites, customer experiences, and campaigns are accessible to all consumers, including people with disabilities.