This article discusses how brands can effectively engage multicultural consumers, who expect authentic representation in advertising. It outlines three key strategies: collaborating with diverse creators, using augmented reality for self-expression, and addressing social issues that matter to these audiences.

Brands are using YouTube to enhance their Super Bowl advertising strategy beyond traditional 30-second spots. With a focus on engaging creators and cultural moments, YouTube offers unique sponsorships and expanded reach through its AdBlitz program and viewer engagement in live sports.

At CES 2026, marketers discussed the rise of agentic AI in media transactions, viewing it as a practical business tool despite its early stage. The role of creators is evolving, with influencers transitioning into media companies, while retail media budgets are shifting to incorporate off-site placements and better measurement.