US marketers are expected to increase ad spending by 9.5% in 2026, driven by events like midterms and the FIFA World Cup. However, concerns about tariffs and a potential recession could hinder growth, with a shift in focus toward repeat purchases rather than new customer acquisition. Many are also adapting to technological changes, particularly in AI-driven marketing strategies.

Over $10 billion in refundable tariffs go unclaimed annually in the U.S., prompting the rise of AI-powered trade management companies like Caspian, which focus on duty drawback claims. Despite increasing awareness and a growing market for trade management software, many businesses remain unaware of their eligibility for these refunds due to the complexity of the process. Venture-backed companies are innovating to streamline claims, but face competition from established players and compliance challenges.