AI’s trial phase is over for both brands and agencies.
After many pilots and proofs of concept, AI is starting to rewire marketing operations, governing everything from production and media to brand discovery and consumer trust.
AI is no longer a test; it’s becoming part of the industry’s infrastructure, and both brands and agencies are being measured on how they can deploy effectively it in a competitive business environment.
That reality came into focus during CES 2026, where marketers and agency leaders agreed that the time for experimentation has ended as pressure for results grows.
Here are their four biggest takeaways about how AI will transform the industry in 2026.
