AT CES 2026, MARKETERS GET SERIOUS ABOUT AGENTIC AI, CREATORS, AND RETAIL MEDIA

Summary from the TLDR Marketing newsletter

CES 2026 showed a shift from flashy technology to practical execution in marketing. Agentic AI gained momentum as it moves toward automated media buying while requiring trust and transparency. Creators are evolving into full media businesses as they expand into streaming and podcasting and gain pricing power. SiriusXM saw a 300% increase in podcast revenue as creators adopted omnichannel distribution and programmatic access. Retail media growth now depends on off-site investment and consistent measurement, as return on ad spend (ROAS) varies by as much as 63% across networks.