Proactive cash-flow insights could help banks retain customer loyalty.

Agentic commerce has moved from buzzword to balance sheet, and the numbers prove it. AI-driven commerce is projected to grow from under $50 billion this year to nearly $300 billion by 2030, rising from roughly 3% to 15% of total US e-commerce sales.

Blocking risky transfers protects funds, and clear explanations can protect customer loyalty.

Messages of personalization alone aren’t enough to give AI access to their financial data.

In today’s podcast episode, we discuss whether banks can successfully encourage customers to use their AI-powered tools on their own websites and apps for personal finance management, how AI tools like ChatGPT, Gemini, Claude, Copilot, and others can convince people to use their LLMs for personal finance, and what banking consumers are most likely to want to use AI for when it comes to managing their money. Join Senior Director of Podcasts and host Marcus Johnson, along with Principal Analyst Tiffani Montez and Head of EMARKETER Advisory Rob Rubin. Listen wherever you get your podcasts, or watch on YouTube or Spotify.

Commerce media is entering a new phase, one defined less by rapid expansion and more by operational maturity, EMARKETER analysts and industry leaders say. Commerce media ad spending will reach $83.71 billion in the US this year, accounting for 20.5% of all digital ad spending, according to EMARKETER's June 2026 forecast. As the channel becomes a core part of marketers' media strategies, the conversation is shifting from whether to invest to how to make those investments deliver measurable business results. In a new EMARKETER guide titled "Commerce media outlook: What industry leaders see ahead," our analysts and industry leaders give their thoughts about the capabilities brands should prioritize today, the consumer behaviors that will shape tomorrow, and what it will take to succeed as commerce media becomes a permanent pillar of the media mix. Arielle Feger, a senior analyst at EMARKETER covering retail and commerce media, told us what actually gets consumers' attention and how marketers can build trust.

31% of US adults say poor customer service while trying to resolve a problem is the most likely reason they would post publicly about a brand, more than double the 14% who would post about paying for expedited shipping that never showed up, according to a March survey from Radial.

Gen Z’s digital world no longer fits into neat categories. Entertainment, commerce, and AI now overlap, while trust is harder to earn. Shifting discovery, media habits, and decision-making are reshaping consumer engagement.

Trust-building ads shape decisions before these shoppers compare rates or fees.

AI is increasingly shaping how consumers discover and evaluate products before they buy. As agentic commerce gains momentum, brands are rethinking what it takes to turn AI-driven discovery into completed transactions.

This FAQ covers what ad fraud is, where the waste concentrates, and the practical defenses advertisers are using in 2026.

Revenue, innovation, and trust are the new priorities.

AI labels don’t dent ads: MediaScience research shows that AI transparency leaves performance intact—and consumer trust stronger.

The move will pressure banks to accelerate AI experimentation.

85% of US adults trust their bank as an information source vs. just 62% who trust AI, putting financial institutions 23 points ahead of artificial intelligence, according to a February survey from TD Bank.

They still see most health ads on linear TV and favor trusted medical sources. And while they avoid AI and social media for most health purposes, CTV is rising as a trusted digital channel.

There’s a gap in usage and optimism, as nurses are more optimistic about AI improving care quality and outcomes.

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

When consumers notice AI-generated content in brand marketing, they're four times more likely to trust the brand less than more, 31% versus just 7%, according to a December 2025 survey from Klaviyo and Datalily.

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.