Latest Marketing News: Creators Win Gen Z, 46% of Marketers Struggle to Reach Audiences, Commerce Media Overtakes TV in 2025

59%

AI chatbots are now part of daily life for U.S. teens, with 46% of ages 13–17 using them weekly and 16% using them multiple times a day, according to Pew Research. ChatGPT leads with 59% usage, far ahead of Gemini (23%) and Meta AI (20%). This early adoption signals a new generation of AI-native users who will shape future expectations for AI tools and brands.

600M

Pinterest has acquired CTV ad platform TvScientific, bringing TV ads into its performance marketing stack. By combining 600M monthly users with CTV reach across 95% of ad-supported streaming audiences, Pinterest aims to make TV advertising more measurable and performance-driven. The move strengthens Pinterest’s push beyond mobile and desktop into the fast-growing connected TV market.

2026

B2C marketing faces a tougher road in 2026, with 64% of executives expecting more volatility than 2025, according to Forrester. Rising prices, AI-driven privacy risks, and weaker measurement confidence are key concerns, as 52% expect tighter budgets and 51% anticipate staff cuts. Loyalty will be harder to earn, with up to 1 in 3 consumers likely to switch brands due to price increases.

$72B

Netflix has agreed to acquire Warner Bros. Discovery for $72 billion, adding HBO, HBO Max, DC, and Warner Bros, vast content library to its platform. The deal, expected to close in Q3 2026, significantly boosts Netflix’s ad inventory, audience reach, and position in premium video advertising.

15.6%

Commerce media—including retail, travel, and finance—is set to capture 15.6% of global ad spend in 2025, surpassing TV at 14.6%, according to WPP. Retail media alone is valued at $174.2B, with 11.3% growth expected in 2026, driven by brands prioritizing ads that directly link to sales.

46%

Reaching the right audience is now the top social media challenge, with 46% of global marketers citing it as their biggest hurdle. Even as TikTok reaches 37% and Instagram 50% of U.S. adults, 67% of marketers say proving ROI is getting harder—pushing brands toward sharper targeting over broad reach.

50%

Gen Z is shifting tech discovery from ads to creators, with 50%+ finding products on social media and only 19% using search. Creator-led content builds more trust, drives faster purchases through social commerce, and shortens the path from discovery to checkout. Brands must adapt with better measurement, creator governance, and new skills to stay relevant with this audience.