CES 2026 highlighted a major shift in marketing strategy, focusing on agentic AI and its potential in media buying and selling. Panels at the event emphasized how AI agents could streamline these processes, with NBCUniversal testing AI in media sales and the IAB Tech Lab outlining a roadmap for agentic buying. Despite the enthusiasm, experts like Cristina Lawrence from Razorfish warned that these technologies aren’t fully ready yet. Meanwhile, there’s a growing recognition that agentic AI is not merely a reaction to changing platforms but a proactive step to align with consumer habits, as seen with OpenAI's Instant Checkout. Creators are evolving beyond traditional influencer roles, moving into streaming and podcasting. Industry leaders, such as Lionsgate’s Brad Haugen, argue that creators are now akin to established media figures, gaining more leverage and demanding higher fees. SiriusXM reported a 300% revenue increase from podcasts, showcasing how creators are adopting omnichannel strategies to build audiences. This shift is changing how advertisers approach creator partnerships, allowing for programmatic buying rather than relying solely on direct deals. Retail media is also in a transformative phase, with executives pushing for broader budget allocations beyond on-site advertising. Kroger’s Christine Foster highlighted the importance of integrating retail data into creative strategies. Albertsons’ Liz Roche noted that brands willing to explore off-site activation are seeing better returns. However, inconsistencies in measurement across different retail media networks remain a challenge, with an Albertsons study revealing discrepancies in return on ad spend metrics. Roche expressed a desire for collaboration among networks to improve measurement reliability, which is crucial as brands face rising expectations for accountability.