INDUSTRY THOUGHT LEADERS
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How will GenAI and agentic shape customer experience in 2026?
From ChatGPT “turn[ing] product discovery into a conversation” with the launch of its shopping research experience to Google rolling out agentic checkout (and ChatGPT’s introduction of instant checkout), the impact of generative AI on shopping experiences has been a major topic of conversation this year.
For the last twenty years or so, brands have been rightly obsessed with their search rankings. But in the time it takes for consumers to completely reinvent their online research habits – which it turns out wasn’t very long at all – it has become clear SEO was the easy part.
There was a time when creator partnerships were considered a ‘nice-to-have’ in supporting a marketing campaign. They were great for achieving an extra few likes and comments across social platforms, but rarely were creators considered central to an ad campaign, never mind a long-term growth engine.
While brand safety and brand suitability help advertisers avoid harmful environments and align campaigns with brand values, Customer Suitability asks whether a video placement is right for the customer viewing it. Parallel combines proprietary AI, large-scale data sets and digital twins – synthetic replicas of consumer
NDA spoke recently with Andy Squire, RVP Sales EMEA at Brave Ads, about the rapid evolution of the Search marketplace and how marketers can reassess their strategy for discoverability…
Advertisers like to believe search captures demand wherever it exists. Andy Squire, delves into why the reality is more uncomfortable.
Consumers now move between creator content, reviews, communities, as they compare options and look for assurance that what they’re choosing is the best option.
The strongest strategies for using data in CTV recognise that both first-party and third-party data have a role to play. But that doesn’t always happen in practice.
Following the publication of the refreshed advertising Expenditure Report from the Advertising Association and Warc NDA gathers reactions from industry experts…
Amid economic uncertainty, frivolous spending is out, but home improvement and domestic financial products are in. We’re planning for the long term, and shopping with intent.
Samsung Ads has introduced a notable planning capability to Europe with TotalView, which provides insights on which Samsung smart TV homes have been exposed to advertising within streaming services.
By Matt Bryan, Director of Data and Analytics, Samsung Ads
When events like the Winter Olympics draw families to the sofa and anticipation builds for this summer’s FIFA World Cup, something familiar happens. We huddle around the biggest screen in the house. Group chats spark into life. Half-time debates spill into the
By David A. Yovanno, CEO, impact.com
Consumers are no longer searching – they’re asking.
