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 retail media sector is facing significant challenges due to a lack of transparency and reliance on misleading metrics, which can lead to inflated advertising costs for brands. To navigate this immature marketplace effectively, brands must demand accountability, evaluate their advertising strategies critically, and understand the true impact of their investments to avoid falling into the pitfalls seen in past tech booms.