Google’s Universal Commerce Protocol promises a common standard for agentic commerce. But AI-driven checkout will remain small for the foreseeable future, keeping the focus on how AI influences discovery rather than where transactions are completed.

YouTube reaches more people than any other media platform in history. But saturation, slower growth, and rising competition are reshaping its future.

Supporting Google’s Universal Commerce Protocol signals a deeper bet on agentic commerce and AI-driven payments.

Trust in consumer banking varies widely in 2026. Primary banks still anchor core products. But confidence differs by generation, product, and channel, with honesty, transparency, and security shaping how consumers evaluate financial providers.

ChatGPT will begin testing ads, but while its massive userbase positions the platform to deliver ads to engaged audiences, brands must weigh the risks.

Nearly two-thirds of worldwide marketers (64%) say reduced use of traditional search engines like Google will be the top AI-driven shift impacting digital advertising over the next few years, according to a September 2025 survey from Funnel and Ravn Research.

As consumer health AI tools expand, companies must tread carefully or risk eroding consumer confidence.

New protocols aim to secure their role as default rails for bot-led shopping.

Google’s latest AI tools let users buy via chat as the company tries to turn its search dominance into agentic commerce gains.

Gmail is getting its own agentic AI, signaling that email marketing could undergo a major shift if users bite on the feature.

As genAI assistants play a more prominent role in shopping, retailers and brands will have to rethink how their loyalty programs support direct consumer relationships, and how loyalty benefits can be surfaced in AI conversations.

Our analysts (or “bakers”) compete in a Great British Bake Off–style episode, discussing why Google may overtake OpenAI in 2026 and how the AI boom could get a reality check this year. Join Senior Director of Podcasts and host Marcus Johnson, along with Principal Analyst Nate Elliot and Analyst Jacob Bourne. Listen everywhere, and watch on YouTube and Spotify.

ChatGPT Health lets users upload medical data for personalized wellness advice—a feature likely to gain traction as folks trade in data privacy for AI-powered health insights.

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.

Email’s reliability is no longer enough to offset rising consumer expectations. AI accelerates production and enhances relevance, while engagement, trust, and tougher inbox rules push marketers to rethink how they will use the channel in 2026.

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.

In 2025, retail media found itself at a turning point as networks, advertisers, and platforms pushed into new territory and redefined what the channel could be. Here are five of our top stories from the year, from the challenges of tracking CTV campaigns to the evolving competitive landscape shaped by Amazon, Walmart, and a wave of innovative smaller networks.

The automotive dashboard is evolving into a media hub. By 2029, 203 million connected car drivers will give advertisers access to captive audiences through AI commerce, in-vehicle ads, charging sessions, and rideshare integrations.

Walmart’s OnePay adopted Google’s Agent Payments Protocol (AP2) to drive agentic commerce as a credentialled provider, per a press release. With Chrome remaining consumer’s most popular browser, Gemini is narrowing the gap with ChatGPT as the most used chatbot: We forecast that by 2029, Gemini will hold 53% of genAI market share. That in turn could give Google’s AP2 a large share of agent-driven consumer spend in the long term, as consumers develop loyalty and use patterns around AI platforms.

On today’s EMARKETER Miniseries—AI-Driven Media Management—we explore how to break down the media manager role into workflows that can be automated or augmented by agentic AI, what agencies misunderstand about AI, and which agency tasks are ripest to hand off to AI right now. EMARKETER Senior Director of Content Jeremy Goldman speaks with Adam Epstein, co-founder and CEO of Gigi. Listen everywhere you find podcasts, and watch on YouTube and Spotify.