As patients arrive at their appointments with AI-sourced self-diagnoses, healthcare marketers must reassert providers’ authority.

Revenue gains and cost savings come into relief as haves and have-nots diverge.

Major shifts from aging cohorts to rising media time and uneven AI adoption set the stage for another unpredictable year. Here are five charts to help your business understand these changes and kick-start the new year.

Capital One is reportedly exploring alternatives to its AWS cloud contract because of rising AI costs.

The most impactful ads of 2025 stirred debate and dollars: From Sydney Sweeney to Katseye to Coca-Cola.

The share of consumers who view generative AI as a negative disruptor in the creator economy has nearly doubled, jumping from 18% to 32% since November 2023, according to a July survey from Billion Dollar Boy and Censuswide.

The insurance industry has been an early mover on AI adoption, outpacing all industries but one among those studied in a BCG survey. But progress has stalled at the pilot stage: the majority of insurers (67%) are testing genAI programs, while only 7% have scaled them. Insurers should modernize their data architecture and tie their technology investments to business outcomes. Opportunities abound, from claims automation to embedded distribution.

Most retailers are still in the early stages of genAI adoption; while results are limited thus far, companies are bullish about opportunities for efficiency gains and improved CX.

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.

NBCUniversal (NBCU) debuted AI-powered ad features ahead of the upcoming Consumer Electronics Show in 2026, giving advertisers the opportunity to leverage AI for better results in live TV and video-on-demand properties. Campaigns running on NBCU properties now gain access to the massive benefits of utilizing AI for TV, CTV, and VOD advertising.

This FAQ breaks down what AI companions are, how they differ from traditional chatbots, why they’re reshaping consumer loyalty, and what marketers need to prepare for as engagement, monetization, and advertising opportunities begin to take shape within these conversational environments.

Consumers are integrating AI into everyday health searches as tools grow more conversational, even though output reliability remains uneven. The balance of speed, accuracy, and trust will shape how people use AI for information and care.

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.

AI is drastically changing the digital advertising landscape, and connected TV (CTV) is no exception. In a conversation with EMARKETER, Martin Kristiseter, CEO of media company Digital Remedy, shared his insights on how AI is evolving as a critical copilot for CTV advertising. Using AI tools to handle complexity while leveraging human insight for overall storytelling will help advertisers strike the right balance.

McDonald’s has pulled an AI-generated Christmas ad after a wave of online backlash. Upon removal, McDonald’s said to BBC News that the ad was “an important learning” for the company’s understanding of “the effective use of AI.” McDonald’s teaches a valuable lesson: Consumers aren’t yet ready for ad creative that is built entirely on AI. But advertisers still face a landscape where not using AI is a detriment to staying ahead. Balance is now a competitive differentiator.

US ad spend growth will grow a total of 11% in 2025, excluding political spending, per an updated Madison & Wall forecast cited by Mediapost. The figure is well above Madison & Wall’s previous estimate of 3.6% growth and follows 13% YoY growth in Q3. Even as total media ad spending continues to grow, growth doesn’t entirely negate the overall climate of uncertainty that will undoubtedly affect the ad industry in the year ahead. Slowing growth expected from Madison & Wall in 2026 and ongoing economic headwinds indicate that advertisers are still operating in an era of caution.

Canada’s digital economy is entering a faster, more competitive phase in 2026 as ad spending accelerates, short video surges, ecommerce climbs, and AI-driven search reshapes how audiences discover content.

LinkedIn released a report on the trends shaping small businesses in 2026, proving that technology, trust, and relationship building will be the pillars of success for small businesses in the years ahead. Despite the unique roadblocks small businesses face amid current macroeconomic conditions, success is possible for those who stay on top of emerging technologies, invest in their digital presence, and build professional relationships.

The New York Times filed a lawsuit against AI startup Perplexity on Friday, adding to the more than 40 current court cases between AI companies and copyright holders. Lawsuits like The Times’ underscore how AI is impacting the overall health and future of the digital advertising ecosystem—requiring advertisers to rethink traditional strategies.

In 2026, dominant platforms like Google and Amazon will flex their muscle against ChatGPT; smaller players like Perplexity and Claude will need to make either product moves or M&A moves; and AI-focused marketers will spend more on YouTube than ads on AI platforms.