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.

The article discusses best practices for building agentic AI systems, emphasizing the importance of ethical considerations, transparency, and user empowerment. It outlines strategies for developers to create AI that not only serves its function but also fosters trust and collaboration with users. The focus is on ensuring that AI systems are designed to act responsibly and align with human values.