IN THE PRESS
January 05, 2026
How AI will reshape marketing data, targeting and measurement
Key takeaway: Executives predict AI will move from a visible tool to an invisible engine embedded across marketing operations, from creative scaling to contract negotiations. The emphasis shifts to synthetic data, unified tech systems and “creative diagnostics” that explain why work resonates, not just reach.
"Ahead of that next-gen paid media battleground, brands will push the limits of model context protocol-served tools populated with highly structured and easily queried data as the new value exchange: value exchanged between LLMs, brands, partners and the consumers themselves. Rudimentary request data will be valuable, but will quickly evolve into more useful handshakes. All of which will contribute to brand authority and better positioning for when the ad spigot turns on.
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