One question will be top of mind for marketers heading into the new year: How do we strengthen customer relationships in the age of AI? With margins tight and consumers fatigued by traditional ads, brands are looking to tap commerce media opportunities to drive loyalty and long-term value. As we move into the era of agentic commerce, where AI not only recommends products but actively participates in discovery and decision-making, that question becomes even more important.

Here are our top predictions for the new year:

1) Commerce media will be a reliable revenue engine, not an experiment

More brands will lean into commerce media to unlock incremental revenue to offset increased costs rather than having to pass them along to customers. But brands won’t be able to continue to grow their commerce media businesses if they focus only on transactional relationships. They’ll have to deliver fully native experiences that enhance rather than interrupt the customer journey.

2) The transaction won’t necessarily be the best moment to engage

As AI speeds the path to purchase, checkout will no longer be the center of gravity. Brands will need to identify the optimal moments to engage customers and embrace innovation and new formats that build positive customer relationships at points all across the shopping journey. That will require stronger journey orchestration using AI not just to analyze behavior, but to act in real time.

3) Customer relationships won’t be automated away by AI

AI can streamline tasks, but it can’t replace the feeling of being truly appreciated by a brand. As shoppers make more decisions through AI assistants, the surface area where brands can reach consumers is shrinking—so they need to reinforce connection at every moment possible. Growth-focused brands will use technology to make experiences more personal, thoughtful and valuable.

4) Advertisers will limit their commerce media partners as they focus on profitability

Consumers already feel overwhelmed by digital ads. Next year, advertisers will shorten their partner lists, demand more automation to drive efficiencies and reduce costs, and tighten their performance standards. Measurement, transparency and ease will matter more than ever and partners that can clearly show what’s working will earn trust.

5) As AI reshapes shopping, sponsored search will become less important

AI is firmly part of the shopping journey for nearly three-quarters of consumers and AI-driven traffic to US retail sites grew 805% year over year on Black Friday. As more shoppers start their journeys with AI assistants instead of search bars, the importance of sponsored search will continue to erode and the real opportunity will be in experience-first monetization that delivers relevant contextual value at the right moment.

In 2026, winning brands won’t be the ones that just automate the most, but those that use technology thoughtfully to build trust, relevance and human connection at scale.