Gen Z loyalty isn’t driven by reach alone. Brands that prioritize community, cultural relevance, and authentic engagement are setting a new standard for retail marketing.

The medical society is proposing policies around bans, labels, and consent rules as fake physicians erode trust and risk patient harm.

AI is reshaping brand safety by amplifying risks around placement, accuracy, and authenticity while offering new tools to control them. As automation scales, marketers face a growing tradeoff between performance gains and trust.

Two major brands are demonstrating how to integrate creators across the full commerce funnel, not just for awareness but for driving actual transactions. "Connection is always valuable," said Cory Weaver, head of influence at Gap Inc., in an episode of "Behind the Numbers." "Creators are humans at the end of the day. They thrive on human connection."

57% of ad buyers will prioritize creator ads in 2026—but success will be driven by repeat partnerships with genuine brand advocates.

TikTok creator Khaby Lame is scaling beyond human limits thanks to his AI twin, expanding his global reach as part of a $900 million deal.

This FAQ examines in-game ad formats, audience demographics, and emerging opportunities like rewarded advertising that are reshaping how brands connect with gamers across platforms.

Advertisers must understand what makes influencer marketing effective and prioritize vetting to combat distrust.

YouTube is experimenting with AI avatars based on a small group of popular creators via Google’s “Portraits” feature, which allows fans to have conversations with AI versions of real-life creators. Advertisers should approach AI creators with cautious interest, closely monitoring how the format evolves as an ad opportunity while balancing emerging AI capabilities with consumers’ sensitivity to authenticity.

Even as consumer attitudes toward AI in advertising remain mixed, agencies are rapidly expanding their use of AI across the marketing lifecycle. But significant resistance remains, especially when AI is used in ad creative. As agencies scale AI adoption, consumer sentiment underscores the need for restraint and intentionality—using AI for work behind-the-scenes, but resisting entire AI creative.

e news: Multicultural consumers—a segment whose buying power has grown 345% over the last 20 years—now expect brands to prioritize representation in ads, per a Snapchat study. Brands must tailor ad strategies to appeal to multicultural consumers, but should understand that simple, one-off campaign inclusion won’t be enough to drive action.

Creator partnerships are increasingly a necessity for driving strong marketing results, according to a TikTok report on influencer-led campaigns. Even as influencer marketing proves its value, consumers are becoming more inundated with influencer ads. This makes it paramount that advertisers tailor their strategies for the best results as the influencer marketing space becomes highly saturated.

Authenticity (35%) and track record (32%) are the top two factors US adults consider when deciding which online product reviewers to trust, according to Ipsos data from October 2025.

CMOs are confronting AI fatigue by refocusing on human creativity and trust. As automation accelerates, leaders are rebalancing efficiency with authenticity to restore credibility and performance.

Podcast hosts are the most influential creators among weekly listeners, with 56% saying hosts have the greatest impact, per a Cumulus Media and Signal Hill Insights report. Recognizing the unique ability of podcast hosts to drive outcomes compared with other influencer types is critical—but as the podcast space becomes more saturated, brands need to seek hosts with specific attributes.

Future-proofing against—and capitalizing on—advances in consumer-facing AI will be the overarching theme for retailers in 2026.

Microsoft is turning to lifestyle creators to make Copilot a cultural player, not just a productivity tool. TikTok stars like Alix Earle, Brigette and Danielle Pheloung, and Brandon Edelman are showing Copilot in real-life contexts—beauty, fashion, and self-improvement—garnering millions of views and repositioning the AI assistant for Gen Z and women users. Consumer CMO Yusuf Mehdi calls Microsoft a “challenger brand” in AI assistants, with 150 million users compared with ChatGPT’s 800 million weekly. The influencer pivot signals a shift toward utility-driven marketing—content that demonstrates value in everyday life rather than selling aspiration.

Automation, new commerce models, and a fresh generation of consumers are transforming the rules of connection and creativity. Explore the 11 trends shaping the digital future.

Reddit COO Jen Wong told EMARKETER that the platform has evolved from explaining itself to advertisers to proving it can deliver results. “We’ve shown Reddit can drive real business outcomes,” she said, noting that nine of fifteen verticals grew ad spend by at least 50% YoY. Wong emphasized discovery as Reddit’s next frontier—especially in underexposed sectors like parenting and sports—and said product improvements will make communities easier to find. With ad revenues projected to climb 46.6% in two years, Reddit’s opportunity is one of scale and visibility, driven by authenticity and high-intent engagement.

"In this world of filters and celebrities and influencers, what I'm seeing is that people are wanting something that feels real," said Patrick Buchanan, SVP of marketing at Lulus on a recent episode of “Behind the Numbers.” "When they hear stories that feel like their own or see people who look like they're in a similar life stage, you see people relating to that."