Three insights from our 2023 Holiday spending report

Year after year, CES signals where marketing is headed next. In 2026, the message was clear. Progress comes from connecting data, intelligence, and outcomes with discipline, not spectacle. Across AI, programmatic media, and measurement, the same priorities surfaced again and again. Under the bright lights of Las Vegas, three themes cut through, and each one pointed to a future where data, intelligence, and outcomes move in lockstep. Here are the three themes that defined CES 2026. 1. Agentic AI proved that it’s only as good as its data inputs AI was once again the star of the show. At CES 2026, marketers focused less on demos and more on proof that AI improves decisions, reduces friction, and drives outcomes. Every credible use case traced back to accurate, privacy-first data. What changed at CES was how that intelligence is being applied. Agentic AI systems designed to act autonomously are moving beyond insights and into execution. From media buying to optimization, these agents are increasingly expected to make decisions at speed and scale. That shift raises the stakes for data quality. When AI is operating campaigns, not just informing them, accuracy and privacy are non-negotiable. Without accurate, privacy compliant data, AI agents struggle to reflect real behavior or support responsible personalization. A reliable, privacy-first data foundation is what turns AI from an interesting experiment into an operational advantage. That advantage gets even stronger when it’s anchored in an identity graph that understands people and households across channels. When identity and intelligence move together, AI becomes more accurate, accountable, and effective at driving outcomes. In an AI first world, the strongest signal isn't scale. It's data quality. 2. Curation goes mainstream Curation is no longer experimental. At CES, it showed up as an mandated capability for buyers and sellers navigating fragmented signals and complex supply paths. Marketers want intentional media buys they can explain, defend, and repeat. AI is accelerating this shift. As AI systems take on more responsibility for planning, packaging, and optimization, curation provides the guardrails. It defines what “good” looks like (premium supply, trusted data, and clear performance goals), and allows AI to operate within those constraints driving the optimal outcomes for marketers. Rather than maximizing inventory access, curation prioritizes control, transparency, and performance. Buyers want premium supply aligned to specific goals. Sellers want clearer paths to demand. They can play the odds or own the outcome. When data leads, they own it. When curation is powered by high-fidelity audiences and a connected identity framework, it becomes even stronger. That’s what allows curated deals to deliver clarity, confidence, and repeatable performance. This shift reflects a broader move away from probability-based buying toward outcome ownership, where AI-driven systems are measured not on activity, but on results. 3. Activation and measurement finally shared the same stage Activation and measurement are now coming together around shared data and identity. CES 2026 marked a turning point where closing the loop felt achievable, not aspirational. Both the buy- and sell-sides face pressure to show that media investment drives outcomes. Agentic AI was a quiet driver of this optimism. As AI agents increasingly manage activation decisions in real time, marketers need measurement systems that can keep up. That requires a shared data and identity foundation. One that allows AI-driven actions to be evaluated against outcomes consistently, across channels and partners. "The companies leading in alternative data aren't just optimizing for growth, they're setting a new standard for inclusion, precision and responsible lending." – Ashley Knight, SVP of Product Management, Experian Achieving that requires a consistent identity spine that connects planning, activation, and outcomes across channels. And that spine is strongest when it’s built on accurate, privacy-first data and audiences that understand people and households. That connection allows marketers to move beyond proxy metrics and evaluate performance based on tangible results. When campaigns and measurement rely on the same data foundation, AI driven platforms can optimize toward outcomes such as new customers, account growth, or in-store activity, not just delivery metrics. That’s the connective layer that turns disconnected touchpoints into a measurable, outcomes-based system. The takeaway CES made one thing clear: agentic AI is moving marketing from intention to execution. But only for teams with the right foundation. AI is maturing, but only for teams with accurate, connected, privacy-first data that AI agents can act on responsibly. Curation is scaling, giving both humans and AI systems clearer paths to quality, control, and differentiation. Activation and measurement are aligning, allowing AI-driven decisions to be judged on outcomes, not assumptions. We’re building for that world today. One where agentic AI operates on a trusted data and identity foundation, curation defines the rules, and outcomes determine success. With the right foundation and the deep data inputs, you can move faster, reduce risk, and let intelligence (human and artificial) work together to deliver results that last long after the neon lights fade.

Remember when “6-7” was all over your feed and no one really knew why, but somehow everyone got it? In 2025, the internet proved that connection doesn’t always make sense — at least not at first. The “6-7” meme was random, ridiculous, and everywhere. It spread because it felt connected; an inside joke everyone could share. Marketing in 2026 will have its own 6-7 moment. Experian’s 2026 Digital trends and predictions report explores how 2026 will be defined by connection: between activation and measurement, data and AI, platforms and outcomes. After years of fragmentation, the industry is finally unifying around shared foundations: data accuracy, identity resilience, and measurable performance. Here are three connections to watch for in 2026. 1. AI is only as good as its data foundation AI’s performance depends on the quality, recency, and integrity of its inputs. In 2026, marketers will recognize that the differentiator is not the algorithm itself but the data that informs it. As AI becomes embedded into workflows (from audience discovery to media optimization) accurate identity and privacy-safe data become essential. Why it matters Good data fuels responsible automation, predictive insight, and personalization that feels human. Without it, even the most advanced models will simply automate bad decisions faster. What actions should marketers take to strengthen their data foundation? To make AI adaptive, ethical, and aligned with real-world context, marketers need to strengthen the data foundation beneath it. In 2026, that means taking four core actions: 1. Prioritize accuracy Verify data and anchor it in real human identity, rather than inferred or fragmented signals. 2. Keep data fresh Ensure inputs stay current through continuous updates that reflect real-time consumer behavior and conditions. 3. Maintain consent standards Source data responsibly and stay compliant with privacy regulations emerging across 20+ U.S. states. 4. Enable interoperability Connect data securely across platforms through a signal-agnostic identity framework that supports consistency and scale. When these elements come together, AI becomes more than just automation: it becomes adaptive, ethical, and responsive to real-world context. 2. Commerce media expands beyond retail Commerce media is no longer just a retail play. What began as retailers monetizing their data and media has evolved into a multi-sector movement uniting data, media, and transaction insights. Auto, travel, CPG, and even financial brands are launching their own media networks or partnering with existing ones to close the loop between exposure and conversion.

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