Showing commitment to Pride pays off: LGBTQ+ consumers, representing large portions of key demographics, are willing to reward brands who stay the course.
US advertisers will spend $25.9 billion on AI search ads in 2029—13.6% of all search ad spending, up from just 0.7% in 2025, according to EMARKETER's May forecast.
On today’s podcast episode, we discuss the various definitions of artificial general intelligence (AGI) and try to come up with the best one we can. Then we look at how smart humans are compared to current AI models. Join Senior Director of Podcasts and host Marcus Johnson, and Analysts Jacob Bourne and Gadjo Sevilla. Listen everywhere and watch on YouTube and Spotify.
Our analysts took a look at the first half of this eventful year and provided their own very specific—albeit unlikely—predictions at what could happen in the second half of the year and beyond.
Despite the rise of digital shopping, brick-and-mortar still dominates retail. This makes in-store digital advertising attractive for marketers, but a new EMARKETER and Placer.ai study reveals critical disconnects between marketers' assumptions and consumer reality.
The news: US shopper interest in generative AI (genAI) assistants has spiked 223% between 2023 and 2025, per Chain Store Age. 69% of US consumers surveyed by CouponFollow have used AI assistants for shopping. Our take: Retail AI strategies must match their audiences. Those geared toward younger consumers should highlight AI use and innovation and even let AI guide purchases. For older consumers, focus on AI to inform, not take control.
The situation: Low-income Americans are feeling squeezed by high prices, declining pay, and public assistance that doesn’t go far enough. Bottom line: Declining after-tax income and tariff-driven inflation mean relief for low-income Americans is unlikely anytime soon. Their budgets will tighten, shrinking grocery baskets and curbing discretionary spending. While Walmart, Dollar General, and other value retailers are currently propped up by higher-income shoppers, that cushion could quickly disappear if those customers expect tax-cut windfalls and return to old spending habits.
The trend: A growing parade of retailers are front-loading July promotions to capture sales before the start of Amazon’s Prime Day event, which will run from July 8 at 12:01am PDT through July 11. Our take: There's a good reason that more retailers are joining Walmart and Target in attempting to get a head start on Prime Day. Amazon typically garners an outsized share of sales during its marquee event; we expect Amazon will account for 75% of US ecommerce sales during Prime Day this year.
The only certain thing about TikTok’s sale is more uncertainty: Washington keeps kicking the can on a US sale, leaving TikTok to convince advertisers not to panic.
The news: The Trade Desk CRO Jed Dederick likened Amazon’s advertising approach to Google’s, accusing it of bundling and self-preferencing practices that threaten market competition. In an interview at Cannes Lions, Dederick urged Amazon to adopt a more open model like Meta’s, warning that closed systems could draw regulatory scrutiny. Our take: By framing Amazon as the next Google, The Trade Desk is angling to become the preferred neutral alternative for marketers. As Amazon expands in CTV and commerce media, regulatory pressure may follow. If it does, The Trade Desk is well-positioned to gain from any shift toward more transparent platforms.
The news: Apple’s F1: The Movie made $144 million globally in its opening weekend, becoming the company’s first box office success after prior flops. With standout reviews and marketing synced across the Apple ecosystem, the Brad Pitt-led film was driven by premium formats like IMAX and high youth turnout. Our take: F1 validates Apple’s blockbuster ambitions, but success here is about more than ticket sales. It’s a brand-building tool, aimed at strengthening Apple TV+ and its wider services. Turning big-screen moments into lasting streaming growth is the next test—especially as Apple balances cost, competition, and the evolving economics of global theatrical releases.
The news: Discount furniture retailers are stepping up their expansion as much of the industry contracts. Our take: Consumers are focusing more on value, and that push could change US perceptions about shopping for furniture—emphasizing value and simplicity over stylish but costly designs
The news: While major companies are picking up generative AI (genAI) for coding, many developers remain skeptical about using it without human oversight. Three-quarters (78%) said AI tools have made them more productive, but a similar share (76%) don’t entirely trust AI-generated code, per Qodo’s The State of AI Code Quality report. Our take: Remaining skepticism from developers—one of the professions closest to AI—shows that companies use genAI as a support tool and co-pilot rather than a replacement for human judgment. Training employees on AI’s weaknesses and requiring review can help reduce errors.
The news: Google is bringing its generative AI (genAI) suite deeper into classrooms, launching Gemini and NotebookLM tools as part of Google Classroom for students under 18. It’s the first time NotebookLM—a research and note-taking AI—will be accessible to minors, per The Verge. Our take: Marketers and edtech players should align with Google’s expanding education stack. Building AI-integrated tools that plug into Google Classroom, optimizing content for Gemini-powered workflows, and creating solutions that run smoothly on Chromebooks can address the needs of a captive audience.
Our take: OpenAI’s first-mover advantage is under threat from all sides—vertically from specialized AI agents, horizontally from rival chatbots, and internally from talent wars and Microsoft. The news: OpenAI’s ChatGPT has rapidly become a mainstream AI tool, with new data showing that 34% of US adults have now used it—almost double the 2023 figures, per Pew Research Center. For CMOs and CTOs, this means betting on ChatGPT’s current dominance while preparing for a fragmented future where no single platform reigns supreme. Finding the right AI solutions for specific use cases is a smarter play than betting the farm on an all-in-one solutions provider.
The news: Budget concerns are top of mind for consumers as they plan their summers. Our take: Consumers’ inclination to save is likely to fuel anxiety in the hospitality industry—especially as uncertainty causes travelers to delay booking until practically the last minute.
On today’s podcast episode, we discuss our ‘very specific, but highly unlikely’ predictions for 2025. What would happen if Google preemptively broke itself into smaller pieces, if online shopping flatlined, and if the audio ad space doubled in size in short order. Join Senior Director of Podcasts and host Marcus Johnson, Director of Reports Editing Rahul Chadha, and Senior Analysts Blake Droesch and Max Willens. Listen everywhere and watch on YouTube and Spotify.
As retail media networks expand, one of the biggest challenges facing marketers is measurement. In fact, 42% of US retail media buyers believe that more effective and accurate campaign measurement is the most important issue in retail media advertising today, according to March 2025 data from Koddi. To help advertisers better assess the effectiveness of their campaigns, Sam’s Club Member Access Platform (MAP) has introduced Omni-Impact—a new AI-powered measurement solution.
The situation: Several recent macroeconomic indicators point to a tough and increasingly uncertain economic environment. Our take: Uncertainty has cast a long shadow over the retail industry all year—and clearer skies aren’t on the horizon. Retailers trying to weather the economic storm must focus on delivering compelling value to cost-conscious consumers. That means leaning into what makes their brand stand out, whether it’s quality, service, loyalty perks, or meaningful innovation. With nearly a quarter of shoppers adjusting their budgets as they tighten their purse strings—and retail sales expected to rise just 1.5% YoY this year—differentiation is more important than ever.