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SEPTEMBER 22, 2026 |
EMARKETER is fielding this survey to better understand how marketers address audience and identity. The survey should take no more than 5 minutes to complete. By participating in our survey, you to win one of five $100 gift cards. |
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In this edition: |
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TOP STORY |
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AI is reshaping how consumers discover and evaluate brands, but consumers spend little time with AI tools. That gap is where retailers win or lose. |
"Consumers are really only spending about 5% of their digital time using AI," said Melissa Hutter senior director of global market research and insights at The Trade Desk,
during EMARKETER's Future of Digital summit. "The vast majority is still spent with CTV, with audio. They're not watching Netflix to engage with ChatGPT." |
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Even AI enthusiasts, the early adopters, dedicate about 10% of their digital time to AI tools. The finding comes from Triton Digital's latest research on how AI is impacting consumer behavior and what it means for brand strategy, based on quantitative and qualitative studies across the US and UK. |
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IN THE NEWS |
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Amazon blocks Meta's Muse agent to retain control of first-party data. Amazon's decision to block Meta's Muse from shopping on its site escalates a fight over who controls the relationship with shoppers as AI agents move into product discovery and purchasing. |
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EMARKETER exclusive data shows AI visibility favors fashion's biggest brands. Established brands dominated our US apparel and fashion AI visibility index in August, accounting for nine of the top 10 brands in our leaderboard. |
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Target bets on its stores to give it a customer experience advantage. Target is updating its store dress code and investing in associate training as part of a broader push to sharpen the in-store experience. |
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ANALYSIS |
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Google's decision to maintain third-party cookies in Chrome does not eliminate the need for robust identity resolution. |
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With 20 states now enforcing comprehensive privacy laws and 34.9% of US browsers already blocking third-party cookies by default, marketers must master consumer data collection and cross-channel identity to deliver personalized experiences and prove marketing effectiveness. |
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QUIZ |
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Korean beauty brand Monclos is making its US debut through which retailer’s new “Beauty Studio” at over 600 stores nationwide? |
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A) Walmart B) Target C) Home Depot D) Costco |
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